Event Recap: How to Brand People

“Your brand is what Google says it is.”

Cathy Hutchison, CPSM, SMPS Dallas Chapter member and Marketing Director at Idibri (Acoustic Consultants), challenged us to identify and capitalize upon our personal brand and support our staff to do the same. Read more on her blog. Cathy presented to SMPS Fort Worth on the following:

 

  • How to Craft Your Image

    • Add contact information to resumes.

    • Focus social media feed on technical information and thought leadership – where staff is presenting, articles they are writing, etc.

    • Image can be designed.

    • If you aren’t using your social media channels professionally, mark them private.

    • Fill out your MySMPS profile – it ranks high in Google.

    • Optimize your LinkedIn profile and take your name.

    • Take yourself out of organic search.

    • Put full name in copy to push it up a few more times.

    • If you share a name with a celebrity, you will lose.

    • Control what you can control.

      • Photos

      • Messaging

      • Platforms

        • Pinterest – mostly women

        • Instagram – artsy (Architects tend to use it well.)

        • LinkedIn – most important for professional network

    • Grab your social media name everywhere, even if you don’t plan on using it.

    • Invest in great headshots.

      • Make sure headshots match your culture – friendly and accessible = no jackets/ties.

      • Your expression matters.

    • Messaging – what’s the big idea of your brand? For Idibri, it’s engagement.

    • Issues – determine specialist(s) for each issue.

    • Keep people on brand and message.

    • Brand takes a long time to permeate.

    • Tagline

      • Use the strengths from Strengths Finder 2.0 to identify to help identify three words that define your personal brand.

      • Strengths Finder 2.0 has some great language to use as a starting point for staff bios.

  • Benefits of Differentiation

    • Differentiation makes you memorable.

    • Physical differentiators stick in people’s heads. Use color, unique history, quirks, hobbies, and niche to differentiate your brand.

 

  • You Can Win at SEO

    • Use an uncolored browser (like duckduckgo) to search for yourself without bias.

    • File name matters: firstname-lastname.

    • Buy your domain name.

    • Use wix.com or blogger or WordPress to put up a one page website.

    • Make sure your name is somewhere in the text.

    • What you name your bio pages matters.

    • Name subpages.

    • Google likes hyphen better than underscore.

    • Be consistent with your language on your profiles.

    • Leverage LinkedIn’s ranking.

  • Bio copy

    • Write two years ahead – for where you are going. Allows for visualization.

    • Be truthful and authentic.

    • Link to email and social media.

    • If culture is risk adverse, don’t offer contact info online.

    • LinkedIn

      • Reset settings.

        • Share profile edits – no

        • Who can see your connection – on (if appropriate)

        • Viewers who also viewed – off

      • Activity matters – show longevity at your firm by listing current position with previous positions in the narrative.

    • Write bio that connects – first person (unless government SF330 – then third person).

    • Use personal messages.

    • Quantify your bio.

    • Research people that write bios well for inspiration.

 

Additional Notes:

  • Read Rainmaking by Ford Harding.

  • Use social media scheduling tool like Buffer or Hootsuite.

  • Post to your city’s “People on the Move” (Bizjournal).

  • Pitch ideas to trade magazines.

  • Headline is most important.

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