Personal Branding
- Articles, Blog

Personal Branding

– [Alyssa] Hello everyone and welcome. My name is Alyssa Yuen, and
I’m the Assistant Director of Alumni Relations at Teachers College. And I’d like to thank
everyone for joining us today for the Alumni Career
Development Webinar Series, featuring Linda Evans,
formerly known as Linda Flores. The webinar series covers
a range of career topics and includes speakers from
a variety of backgrounds. The series is cosponsored
by the Teachers College, Office of Career Education
and Professional Development and the Office of Alumni Relations. Videos of past webinars are
available on our website at Today Linda presents Personal Branding: Consciously Enhancing
What You Already Have. Linda Evans is a proud
TC alumna, who earned her M.A. in Psychological Counseling in 2016 and now resides in Orem, Utah. Her passion and profession is in higher education and career development. She has worked as a career
counselor at Columbia and is currently the Career Director of 2800 Humanities and
Social Science students at Brigham Young University,
where she received a B.A. in American Studies and a
minor in Ballroom Dance. Immediately after earning her
undergraduate degree in 2011, she started her own career
coaching business called Launched by Linda, through which
she offers virtual services for clients in all stages of life, particularly career changers. So before we begin, I just
wanted to let you know that if you have an technical difficulties or issues with your audio, please feel free to chat me directly. And in this webinar, we
do have a handout to share with everyone, so on
the side you should see a handouts dropdown and a
personal branding worksheet. Please feel free to take the
time to download right now because we will be utilizing this handout throughout our webinar. And without further
ado, here’s Linda Evans. – [Linda] Hi everyone. Thank you so much for
joining me in this webinar. I’m excited to talk about
one of my passion areas, which is personal branding, helping people enhance
what they already have. And as Alyssa mentioned, my
titles are on this first slide. I’m a full-time Career Director
at Brigham Young University over students in Humanities
and Social Sciences, and I’m also a career coach on the side for my business, Launched by Linda. And as also Alyssa said, please download the handout if you can. It’s in PDF form, so it’d be
best if you could print it and write on it, or if
you can’t have access to a printer right now,
just take notes as we go. And I’ll pause intermittently for you to stop, reflect, and write
because that is the best way to build your personal brand
is to actually think it through and write it down and then
go through different drafts. So we’ll get started. First I would just like to
know who is the audience. We’ll do a quick poll of
what industry you work in. So Alyssa will go ahead
and administer that. Okay, really interesting. So we have more than half in
education, 6% social services, 11 in health, 11 in
business, and nine other. And I wish we had a live
interaction so we could talk about what the other is or more
specifically what your roles are, but this is good to know, just
for me to have a background. So first of all, what is a personal brand? There are many definitions out there. There’s a lot of opinions around it. So mine is just one of many,
and I’ve developed this based on my own experience working with clients and students over the years. I like to define it as a
concise and compelling way of communicating who your are
and what you have to offer to your target audience. So each part of that is
crucial to personal branding. Other ways to think about
personal branding is it’s your public image. It’s what people see and know about you. It’s an expectation of an experience. And I love this because if
you think about other brands, corporate brands, every
time you buy something with a certain logo on it,
you have certain expectations. It could be internal,
unspoken expectations, but we have them nevertheless. And so every time people
meet you, get to know you, see you again later, they
start to build expectations about what it will be
like to interact with you. Also personal branding is about managing your active
identity within a field. So just like industries
you shared in the poll, we all had certain fields and
specialties that we work in, and we want to manage our
identity within that field. We don’t have to be the best
in the world, or in the state, or anything, but we
need to know who we are and how we can contribute. Here are a couple of examples of really strong and
positive personal brands. So most people know Ellen DeGeneres as a funny, kind, talk-show
host, and she’s always giving away things and dancing, and helping people have fun, and listening to people’s stories. And Obama, whether you believe
in his policies or not, he comes across as a
genuinely pretty good guy. A family guy. A guy who tries to do the best according to his own conscience. And we know them. We have expectations of what it’ll be like when they come to the
podium or come on screen. So we want to be able to
have our own personal brands be stronger than they already are, and we’ll talk about how
to do all those today. Here’s some truths
about personal branding. You already have a brand. You always have. It’s just by being a person. Just by being a living human being or even after you pass away, you’ll still have a personal brand. It’s what people know you as. And you are only as
good as your reputation. That sounds kind of harsh,
but it doesn’t matter how good we are at something, it’s
how good people think we are. And so we can manage that. We have control over that somewhat. If you don’t manage your brand, it probably won’t get you
where you want to go in life. It’ll just be haphazard. Things won’t really connect
or make sense together. So we want to be aware
of it and manage it. Also your brand evolves with you. It’s not something that stay stagnant and you feel like you’re stuck
to once you establish it. Just like us as human
beings, we evolve over time. We learn new things. We gain new experiences. We have change in goals, and
it’s okay to tweak our brand as we go, as long as the
essence of who we are stays pretty constant. So some people use the personal
brand or professional brand. This is how I like to differentiate it. So I think it really
depends on your audience. So your personal brand is your whole self. It’s who you are to your
family, your friends who know you the best and also
to strangers who walk by you in the store, ring up
your drink at the cafe. It’s who you are in general, when you’re not necessarily
trying to impress anybody. But your professional
brand is your targeted self towards your target audience. So it’s recruiters if
you’re looking for a job or other opportunities. It’s your supervisors that
you currently work for, your colleagues that you work with, clients if you’re serving others directly. So in education, you also think about students as clients in a way or parents. And in social services you definitely have clients in health, business. So your professional brand is the part of your personal brand that you aim towards the professional audience you have. So I would like to give
you guys 90 seconds to write in the first box of the worksheet who your target audiences are. It could be types of people. It could be specific people’s names. Whoever you’re trying to speak to. So I’ll put on some background music and give you 90 seconds. (“Rhapsody in Blue”) Okay, we’ll come back
to Gershwin in a bit. That was “Rhapsody in
Blue,” one of my favorites. Alright, so moving on, here’s another way of
assessing your own brand is taking inventory, taking
stock of who you already are. First you wanna look at your traits, which is your personality traits,
how you describe yourself, how other people would describe you, and these traits are pretty consistent no matter your setting. So for example, one of my
traits is I’m extremely curious. I always wanna be learning
and asking questions. And then you wanna take
stock of your values. So what are important things to you? What helps you make decisions? What do you prioritize in life? How do you manage your
life based on your values? Your passions are things
that get you excited. They motivate you to work, and to learn, and to thrive in life. What are those things that you are really excited
and passionate about? Also think about your strengths. So this is things that you are better at than the average person
or maybe just the things that you, yourself, are the best at doing. And then your goals are just
things you’re striving for, whether professional or personally. What are you hoping to
achieve in the future? That often determines what
we are working on now. So I’m gonna give you
some time write your own self-inventory and here’s
just some examples of my self-inventory to
get your ideas flowing. Now I’ll turn the music back on and let you write for
another 60 to 90 seconds. (“Rhapsody in Blue”) Okay, so there’s another 90 seconds. Hopefully you got some ideas going. This takes much longer than two minutes, but it’s just to help you start
thinking in that direction. You definitely wanna spend
more time on it later as you start designing your
brand more intentionally. So next we come to personal
mission statements, which is a really powerful
way of branding yourself both internally and externally. So I was first inspired to write a personal mission statement
as an undergrad student at Brigham Young University. I heard of BYU’s mission
statement as a university, and the essence of it
is to assist individuals in their quest for
perfection and eternal life. So if you didn’t know, BYU
is a religious university, headed by the Church of Jesus
Christ of Latter Day Saints, and when I read this, I was just so in awe that this university has
such a big vision for us as students and also the
faculty and staff on campus. So I thought what if I
wrote something like that for my own life, that everything I do
comes back to the mission, is trying to achieve this mission. We have many programs on
campus, classes, clubs, events, and the university is
very intentional about striving for this mission
with whatever it does. And if it doesn’t work
towards the mission, then it doesn’t do it. So I came up with this
personal mission statement that has been edited once since 2010, and I added some parts to it. But currently it is this. To inspire and empower others
to discover and fulfill their potential and add
greater meaning to their lives by advancing their education and careers. So it’s a bit long, but I really condensed
it as much as I could. All of these words in
here are important to me in what really drives me in life. And it’s also the mission
statement for Launched by Linda, my side-career coaching business. Reasons for writing, spending the time because it really takes a
lot of time, and thinking, and introspection, going
through drafts to come up with a personal mission statement
and these are some benefits. First, it expresses your
core values and beliefs in a concise way and
helps you to be able to articulate that quickly. And you wanna write something
that you can memorize, that you can recall and be inspired by, especially in times of
stress or confusion. Second, it helps you focus
your energy and resources and help make better decisions. So when you have a lot of
options in front of you, when you want to do a billion
things, you can ask yourself, does this meet my personal
mission statement? And if not, maybe I shouldn’t do it because your mission
statement also articulates what success looks like to you. It’s a very individual thing. So for me success could look
like several different things. Empowering others, inspiring others, helping them work towards their potential or add greater meaning to their lives, helping them advance their
careers or education. And so there’s lots of ways
I could feel successful, but that’s the (audio cuts out) figure out what it is for you. Lastly, it helps you
match with organizations that have similar values and beliefs. So this is especially helpful
when you’re job searching and looking at different
companies and organizations. Maybe you like the job
title but once you go to the interview you start hearing about what’s important to them and
their vision, their mission, and you realize this is not a good fit. And I could work there. I could do a good job, but ultimately it will feel uncomfortable
if their values directly grate against your own. It’s kind of like, like I say, wearing a really tight sweater. You could wear it, but it’s
gonna be uncomfortable. So knowing your own
personal mission statement, and then matching that
against organizations you’re thinking of working
for then it will really help you know, will this be a good longterm partnership investment. So ways to write a
personal mission statement. These are some ideas. You don’t have to do these in order, but I would suggest identifying
themes of past successes. So think through your life. What were the times that you
felt the most successful, the most proud and then
think of several stories and what they have in common? What do they say about you
and what makes you feel good, and try to pull out those themes? And then you can also go
back to your values list from the previous exercise
and narrow them down to five, less than five, fewer than five because having too many
values all at once, it’s hard to prioritize things. So limit it to fewer than
five, and then identify goals you have in life, things
that you wanna achieve before you leave this earth
and what you wanna be doing throughout your life to achieve that, or throughout your life. It doesn’t have to be an end point, but maybe something you
wanna achieve along the way. Then you can brainstorm key words. So in the box on the
worksheet where it says personal mission statement, you
can just start writing words that you feel like are important to you. So for me, potential is important to me. Helping others and helping myself to reach fullest potential. And then think of
connecting words after that, like to and just those connecting words, but think of your key words first. And then as you draft your
personal mission statement, you want to sleep on it,
maybe have your closest friends or family look at and
ask them, does this fit me. Do you think this captures what I’m trying to achieve in life? And then sleep on it again. Draft it again. And then get to a point
where you feel like, yes, this is it. I can live with this,
and I can live by this. So here are some examples. Denise Morrison is the CEO
of Campbell Soup, or at least she was when she set this as
her personal mission statement. To serve as a leader,
live a balanced life, and apply ethical principles to make a significant difference. So I think that’s a really
great mission statement because it can be applied in
any setting, not just her job. Obviously in her job she’s a leader, but at home she can try to be a leader and live a balanced life, be
ethical, make a difference. She can also do that in her community, in her church, amongst her friends. A successful, effective
mission statement is one that you can apply in any setting, whether you’re working full-time or not. Maybe you’re taking a break
to take care of family or after you retire, it’s something you can still work towards. So Sir Richard Branson
is a serial entrepreneur. If you don’t know him, he’s
started so many companies, and he just is a really
easygoing guy, always laughing, always having fun which makes sense if your read his mission statement. It’s to have fun in my
journey through life and learn from my mistakes. Super simple. He lives it really well. And Oprah. She’s probably the most
famous of these examples, and we know her as a talk
show host, actress, producer, has won ton of awards. She’s very wealthy. She’s also very well liked
by the general public, but this is how she see’s
herself in her life. She says here mission is to be a teacher, to be known for inspiring my students to be more than they
thought they could be. So obviously she doesn’t work
in a school or a university, but she see’s her
audience as her students, and she strives to inspire them which I think is really cool. So now you’ll take another 90-ish seconds and start just drafting key
words for your personal brand. You can go through these steps right here. Look at your values, your past successes, future goals, and just start drafting one. I recommend a mission
statement that’s one sentence, so it’s easy to remember and
you can say it to yourself. You can recall it quickly. Okay, so I’ll start the
clock and the music again for another 90 seconds. (“Rhapsody in Blue”) Okay, we’re gonna move on. So next is basically your elevator pitch, and this is something
that you should start writing down first. So ways to introduce
yourself in a concise way when you’re meeting new people. And we all do this all the
time whether it’s at work, or at a social function,
or even a family barbecue, meeting new people, introducing ourselves. But when you’re thinking
of your target audience, what do you want them to know about you? So think of highlights,
things that stick out to you, things that have been
formative in your life that you want others to know about you from your past, present, and future. So some examples from my own life. I would say my degrees. So I have a bachelors in American Studies and minor in Ballroom Dance. And then I got a masters in
Psychological Counseling. After that I was a career
counselor and academic advisor before I came to my current
position as Career Director and Student Development Instructor at Brigham Young University. And I also have been career coaching through Launched by Linda for eight years. In the future, I would love to become a Certified Strengths Coach
and present at NCDA which is the National Career Development
Association conference, and also get another masters in Adult Education and Lifelong Learning. So those are some ways that
I would introduce myself, things that might be interesting
to my target audience. So take another few
seconds to write your own elevator pitch, thinking of
your past, present, and future. (“Rhapsody in Blue”) Okay, so hopefully you got
some points written down. Next we’ll talk about
attributes, traits of ourselves that we are, that we are not,
and that we’re working on. So I’ve done this thing called
the personal branding survey since I was in eighth grade. I didn’t call it that back then, but I’ve basically have
been doing the same thing which is to ask my friends and
family and just people I know to describe me in five words. And then in the last
year, last time I did it I put them on the
worksheet and figured out what were the most commonly
given words about me just to know how people see me. What are the most prominent
traits that stick out? And then compare that
against my own traits that I would describe myself with. And then I think about
things that I’m not, and it’s okay to not be something. So you don’t have to be
everything to everyone. And these are some
things that I’m just not. So to be authentic to myself, I need to know that and live
by that and be open with that. So I’m not for example a daredevil. I don’t seek dangerous, adventurous things just to pump my adrenaline. I’m also not mono-disciplined. I like to think from many
different disciplines because that’s what American Studies was. Took English classes, history
classes, religion, music, sociology, lots of history
but also poly sci and econ. So I like to think about things
from different disciplines. And so those are just some examples, but they’re also things
that I’m working towards. So these are things that
I wouldn’t necessarily describe myself as, but I’m
always trying to be more of it. So I would love to work on
my punctuality and be on time to everything which
basically means being early. And I would like to be more present. I tend to be very future thinking, and sometimes I’m busy
planning and not present. So these are important things
to know about ourselves as we manage our brands
and know who we are, who we’re not, and who we’re trying to be. So take some time again
to write on the worksheet or your own paper your aspirations. What are you trying to be more of? (“Rhapsody in Blue”) Okay, so your personal brand
doesn’t have to be perfect. We’re all human beings. We make mistakes. We have flaws, but there
are things that we can continually strive for
to improve ourselves and our personal brand. As for the survey, the
personal branding survey, there’s lots of ways to do this. I’ve done this in many different ways. I first started with a
notebook in eighth grade and passed it around to all my friends and had them describe me in five words, sign their name next to it. And then after that, I
would just text people. So I’d just copy and paste the same text, please describe me in five words, try and understand how people perceive me and collect those answers, put it in a spreadsheet of some sort. And then also you could do it anonymously through a Google survey. You can create a really simple survey and post the link on social
media and or text it to people or email it to people to
get all sorts of responses. And I think it’s really
effective to do it with everyone, not just people who know
you really well, right, but people who you just met last week. People that you haven’t seen in years but what do they remember about you. How do they perceive your brand? And it’s really interesting
to see and compare how people in different
areas of your life view you. Maybe your family and friends
see you as goofy and silly, but your students see
you as stern (laughs) or any combination of traits. So I would encourage you to do that and the higher the number the
better, collecting more data and then doing the kind of
analysis on the responses. Like how do people see me
and maybe what are the traits that I would describe
myself as but don’t come up in the responses, and
how do I bridge that gap and help people to see me
in a way that I see myself. It’s kind of fun. Alright, so ways to strengthen your brand once you’ve done all this work
and you spend more time on it outside of this webinar,
I would encourage you to create your niche and
be really good at it. So that’s what the upper
right hand image represents. You’re just taking a
piece of your industry and then intensionally focusing your professional
development efforts on that. Reading articles, reading
books, listening to podcasts, going to conferences,
talking to other experts, and just really building
your skills and knowledge in your niche because the things is, you don’t have to be
everything to everyone. That’s not what a strong brand is. Strong personal brands
and corporate brands, they pick a niche and then
they get really good at. They become know for that, and that’s what we wanna
do with our own brands. And then we also can build
cultivated brand ambassadors. These are people who are on your side, who believe in your work,
have seen you do well, and want to tell others about it. So as you do your work day to
day and meet different people, hopefully your services
and competence comes across so positively that your target audience will help spread the message about you. And you don’t wanna do
that too forcefully. You just wanna do good at your job and become really well
known for your niche, and that way people will naturally become your brand ambassadors. So the way we cultivate brand ambassadors is to become really good at what we do. Here’s a little cool
thing that I discovered as I was coming up with this
presentation over the years is that we take our brand
with us wherever we go. We have our personal brand. It’s a part of us. It can’t be separated from us. And everywhere we work or travel to, we bring our brand with us. And this is a representation
of some of the places I’ve worked from my last
year of my undergrad at BYU to where I am now. So United Way was my first
full-time job after college. And then I moved to D.C.
for a couple of years, worked administrative jobs at GW, George Washington University. And then I came to
Columbia to get my masters and also worked on campus
in several different roles before I moved back to Utah to BYU and back to the office I worked
for as an undergrad student in the Multicultural
Student Services office and have now come to Career Services. So I have brought my strengths,
my traits, my passions, my goals and values to each
one of these organizations. And in return everything I’ve
done, all the places I’ve been have become a part of my brand as your background has
become a part of your brand. It’s shaped who I am, and it’s
added to my personal brand, the things I’ve learned at
each job are now a part of me, and I will bring that to my future jobs. So this is a representation
of, a very simple kind of representation of each of
us within bigger brands. So it’s not only the organization
we work for, the school, or the hospital, or the clinic,
but also we’re all alumni or I guess some of us are alumni of TC, so we’re part of the TC brand. TC’s part of our brand. We’re also part of our family brands. So whatever family you come
from, if you have in-laws, we become a part of our in-law’s brand and then they become a part of us. So ask yourself what unique contributions do you bring to the bigger
brand that you’re part of? And it doesn’t have to
be something that is the best in the world, but
what unique things do you bring that are maybe different that what all the other people are bringing. So for example, at BYU it’s
not super diverse ethnically, and I’m Chinese-American, so
I brought that perspective. And when I went to TC, I
brought the Mormon perspective. There were not many
Mormons in the university, and I represented them, so I came with that unique world view. Now take some time and write some things that you feel like you bring that add to your organization brand,
or your family brand, or your community brand,
or your church brand. (“Rhapsody in Blue”) Okay, I apologize for any background noise you may be hearing. Very thin wall here (laughs). So now we move to the four
fronts of personal branding. Your brand is everywhere
and the main four fronts that I wanna talk about
are in person, online, on paper, and in memory. So we’ll go over each of those in detail. That’s the second page of the worksheet that you can download. And this part is about rating yourself. How professional or unprofessional are you in each of these categories. And then after all those
and rating yourself, you can see which do
you wanna work on first. Where needs the most attention and where can you
dedicate your efforts to? So in person involves a lot of things. It’s how you meet people,
how you shake hands. Do you give eye contract? What do you look like? So this is your clothes and how you groom yourself, your posture. And when you speak, what
does your voice sound like? Are you like really soft, or really loud, or do you talk really fast, and that all conveys different things. So be aware of how you
sound when you speak. And then your elevator pitch
is what we wrote out before, the past, present, future and
how you introduce yourself in a brief way. Of course in interviews
our personal brands is really important in how
we represent ourselves, speak about our background,
our skills and experience, and how we come across to recruiters. Also think of how you are in meetings. Do you speak up? When you speak up, what
kind of things do you say? Do you command attention,
and how can you improve that? So no matter what your brand is, in person you should
appear pretty confident. And this is not to mean
you should be cocky or think you’re better than anyone, but that you know who you are, you know what you have to offer,
and you are secure in that. You’re self assured. You don’t need anyone to validate you. You’re just who you are,
and you’re okay with that. You’re proud of it. We also wanna appear competent. So that we are well trained. We have the skills necessary
to do our roles well. Wanna be respectful to others
who may be different from us, have different ideas,
and not have any kind of hard feelings towards anyone
or treat anyone unfairly. We wanna be approachable
because that’s how people get to know us, is we get to
share our brand in person, and if we come off as a
little on guard or defensive, we may not be seen as approachable. We also wanna be dependable,
and that basically means doing what we say we will do,
following up on our promises, and making sure that we
follow through and follow up on our tasks so that if someone hears that we’ll do something, they
can depend on us to do that. On paper is pretty simple. It’s basically your
resume and cover letter, which are not even
always on paper nowadays. They may be just electronic files. But how we write and express ourselves, also your business card if
you have a business card or you’ve made your own for your own organization or company. You want it to have consistent headers, at least for your resume and cover letter. Basically create your
own stationary header on your documents. And then make sure you
have clean formatting, that it’s easy to read,
and is organized well, that the font’s readable. And make sure you proofread like crazy because it’s really easy to
have mistakes that we overlook because we’ve edited the
document so many times. So have other people look at
it and clean up all the typos. Here’s just examples of my documents. So mainly I wanted you to
notice that the headers should always be the same and consistent on all your documents. Alright, third is online
and I included these stats because they are motivating
to clean up our online brands. So 90% of recruiters that we apply to will research candidates online. If they see an application,
a resume and cover letter that they like, the next thing they’ll do is go online and Google your name. And you wanna be able to control what people see about you online. And also 70% of recruiters
have rejected candidates based on what they found online, something that’s unprofessional, that doesn’t represent themselves well. So first of all is Linkedin. Linkedin is crucial. Hopefully you’re all on Linkedin. If not, you should really
get on it because we have full control on Linkedin
on how people perceive us, of what we get to display about ourselves, and really manage that. It’s basically a builtin
platform for personal branding. How we write our emails is important. How we communicate with others. Are we kind? Are we dependable? Are we respectful and competent, and making sure that’s
consistent throughout our emails? Social media is anything
besides Linkedin online. So Facebook, Twitter,
Instagram, Snapchat, Reddit, other things that you might use to communicate with others online. Make sure that your privacy settings are where they should be so that embarrassing, unprofessional
things don’t come up. And it’s not like we have to
be completely transparent, but we do wanna manage what is public. On websites, so this is
referring to your own website, if you have one, or if you’re on the website
of your organization. So if you’re on your school
website or your company website, do you have the same consistent name? So for example, some people
include their middle initial, some people include their middle name, some people just use a nickname that’s not their full, legal name, like
Matt instead of Matthew. And you just wanna make
sure that’s consistent. Whatever it is, make it
the same across the board so people don’t get confused and think that it’s two different
people when it’s just one. Your bio should be updated whenever you have anything new in your life. When you leave a position,
when you finish a degree, when you start a new position make sure that your bio online is updated. So one small tip is to
not say how many years you’ve been doing something but just say what year you started. So for me instead of
saying I’ve been doing Launched by Linda for eight years, I can say I started it in 2011. So then people can do their own math, and the bio won’t become
outdated as easily. Another thing is images. So I recommend having one
headshot that you use for all your online images and not have any
other outdated images online. So I just got a new headshot
this past summer for work, and I’ve been updating it on Linkedin, in my emails, and social
media, and website. So make sure you do that
because the important things about having an online brand
is to make sure it’s updated, it is current, and that it’s
consistent across the board, like I said, that it’s professional. So again remember your target audiences and how you want them to perceive you. You also wanna be authentic,
and true to yourself, and not try to be anyone you’re not. And lastly, relevant to
your target audience. So for example, I do a lot of things. I love a lot of things
that are not on my Linkedin or my resume because it’s superfluous. It’s distracting, and it
doesn’t really help people feel more trust or confidence
in my as a career counselor if they know that I play the piano. It doesn’t really add anything. It just kind of distracts so try to keep it relevant
to your target audience. Here’s an example of my Linkedin. So one really important thing
I think for personal branding is your headline in Linkedin, which is the line underneath your name. That’s the other thing that people see. So they see your name, your
picture, and your headline before they click on your profile. And instead of just having your job title, I recommend having two
to four sets of nouns to describe yourself as a brand because you’re much more
than your job title. So I do have my job title on here, but I’m also Career Coach
for Launched by Linda. Another way I could do my headline is higher education/career
development/personal branding. Those are the things
that I really care about, that I’ve been working towards. So here’s some examples
from students who have changed their headlines after
I taught them this principle. They’re from all sorts of majors. So one cool thing you can do is put what you’re working towards. So you see Carly was seeking editing opportunities in New York City. She was very explicit about that and aimed her efforts towards
job searching in New York City and she got a job in editing. Also, let’s see, Joshua wants
to be a future engineer, and that’s what he’s working on. Gregory is aspiring to be
a community influencer. So if you are actively
working towards something, wanting to make a career
change, then put that. Okay lastly, is in memory
and this is your brand when you leave the room
which will last much longer than the time that you’re in the room. So it’s how people see you
and how people see themselves. This also involves emotions. It’s not just intellectual
but I want people to feel, about me, that I care,
that I’m a caring person, that I care about them and their success. I want them to feel that
I was attentive to them and a good, active listener,
that I really heard them because everyone’s deepest desire is to be heard and understood. That’s important to me as a career counselor and career coach. Also I want them to feel
that I’m trustworthy, that I can listen to their insecurities without judging them,
that I can keep secrets. And then I also want them
to feel that I’m competent, that I’m good at my job, that they can trust me
to be good at my job. Also I want students and
clients to feel certain things about themselves after a session with me. I want them to be calmer
than when they came in. Career development and job searching can be very stressful,
ridden with emotions. So I want them to feel calmer afterwards. I also want them to feel more
informed and learn things that they didn’t know before they came in. I want them to feel
empowered about themselves and that they can achieve
what they want in life. And lastly, I want them to be hopeful. If it feels like, oh man,
I’ve been trying things for so long and nothing’s
working, after they meet with me, I want them to have some
hope for the future. Alright, to wrap things up,
all good brands should be this. So you each have your
individual, unique brands, but overall, all of our brands should be authentic to ourselves. So like I said, don’t try
to be someone your not. They should be cohesive and
bring the parts of ourselves that make sense for the brand
that we want to express. We want our brands to be
relevant to our target audience. So again, pull out the information that is gonna be most helpful
to who you want to reach. We want our brands to be compelling, as in different, and stick out, and interesting from others in the field. We wanna be trustworthy. So this is like honesty and ethics. We want to be really honest in our work and obviously stay legal
in everything we do and not try to cut corners,
not try to underdo anything. And we want to make sure that
we’re following the rules. Also we wanna be consistent at all forefronts of personal branding, in person, online, on
paper, and in memory. So that wraps it up. Here’s my information if
you wanna reach out to me. I would love to talk
about personal branding. I also do coaching sessions
on personal branding through, you can email me. You can go to my website and
read more about my business or look me up on Linkedin. So now we have a few minutes
for questions, I think. – [Alyssa] Yes. Thank you, Linda. And if you have some questions,
feel free to send them into the question panel, and
then I will go through them. So our first question, Linda,
is you were speaking earlier about the self inventory and there were traits, values, passions,
strengths, and goals. Can you elaborate a little bit
more about the values part? – [Linda] Yes, so values. There’s so many different
kinds of values we can have. I think an easy way to do it is to literally Google values, personal values. And then take the big list, print it out, and cross off all the ones
that are not important to us. Values are usually nouns. So it could be things like independence, or creativity, or compassion. So things that lead us in our efforts as we make decisions in life. So for example, if an opportunity comes up that is going to limit my independence, I’m not gonna do that. If it hinders what’s important to me, then I can make a clear decision. Like no, that’s not part of my brand. Does that help? – [Alyssa] Yes, that’s great. So we have another question
that’s also kind of asking for you to reiterate
on the in memory part. How do you do this when you’re
a seasoned person at the job, but the others are new? – [Linda] So if you’re a
seasoned person at the job but the others are new. Okay, so in memory is basically
how people think of you when you’re not there,
when they’re not looking at your documents or looking at you in person or hearing you talk. But it’s just when they think of you. So if I met with someone last month and I try to remember them,
I’ll remember certain things. Like oh they were a really good listener. I feel like they were really
paying attention to me. Or they were not. They were distracted. I don’t know if I wanna
talk to that person again. So it kind of is linked to the
expectation of an experience, like your next experience
with the certain person. – [Alyssa] Okay, great. So the next question is, how do we, regarding approachability, as someone of a different
ethnicity, or gender, or race, or things like that, how am
I able to perceive myself to be more approachable
by people who are not the same member of my ethnic
group, or race, or background, religiously and things like that? – [Linda] Yeah, it really
doesn’t have to do with what we look like. It’s more of how we hold ourselves. So to improve, increase
our approachability, it’s very simple things like
smiling and giving eye contact, saying hi to people when you
pass by them in the hall. And just appearing like a nice person, and it’s easier to do
that if you genuinely try to think of each person in a loving way. Like appreciate the uniqueness
of each person that you meet, and you’ll start to exude
more approachability or at least better,
greater approachability. – [Alyssa] Okay, great. Thank you. The next question is, how
can age proof my resume while including important job experiences? – [Linda] Age proof your resume, okay. So if you’re a more mature
employee, worker out there and you feel like you
have to compete against a lot more younger people,
you do bring unique traits so that’s why it’s
important to think about your unique contributions. You bring a lot more experience. You bring not just work
experience but life experience, and you need to think of
all the strengths you have rather than apologize for
things you don’t have. But for the things that you
don’t have, if they are skills that are attainable through
additional classes or courses, then go out and update
your skills because that’s the main concern for employers
is people who are older may not be as tech savvy or know how to use certain technology. And so really working
on updating that while focusing on your strengths
and being confident in all the experience you bring will help you improve our brand. – [Alyssa] Fantastic. So the next question we have is, if we’re struggling to
locate a job that we think would be a good fit for ourselves, and how do I know if I found
a job that resonates with me even if their values are
not identical to mine. – [Linda] Yeah, so that
really comes out in interviews as you go to interviews and
ask them questions about what is the work culture like here. What would be a typical day in this role? What are the challenges
that I would be facing if I accepted this offer? And asking detailed
questions to understand what you’d be doing
because sometimes you can enjoy your job, your
specific role and what you do day to day even if it’s in an organization that is not completely
aligned with your values. But the more they align the better, right. And you can still learn about companies before you start interviewing for them by trying to network with
people who already work there. Finding them on Linkedin
and asking if you could schedule a 15 minute call to
get to know their company, get to know the culture there,
the opportunities there, what kind of people thrive there, and what kind of people
tend to have a hard time. So I think that’s a good question. One of the questions you can
ask is, what kind of people thrive in this role or
would thrive in this role. – [Alyssa] Alright, fantastic. So I just wanna be mindful of the time. It is 1:01. I know that we have a couple
more questions in the queue, but I know that it’s also 1:00. So yes, Linda’s email is
on the slide right now. Please feel free to jot
it down and email her those questions that you
have if we were not able to get to your question. Before we end, Linda,
I just wanna tell you thank you so much for taking the time to share your expertise
with the TC community. A video of this presentation
will be available on our website,, and if you are joining us, we will be sending out
this link once it’s live. Please feel free to visit out
website for more information about our monthly webinars
and upcoming events. We hope you can join
us for our next webinar which is called The Teaching
Secrets of the Best Leaders, on December 11th with alumnus Reshan Richards and Stephen J. Valentine. Thank you all so much for joining us, and we hope you have
a wonderful afternoon. – [Linda] Thank you so much.
– [Alyssa] Bye. – [Linda] And please
feel free to reach out. Take care.

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