How Important is Your Professional Image to Your Brand?

Lizandra Vega, professional careeer and image coach and author of the new book, The Image of Success: Make a Great Impression and Land the Job You Want, ..

Many of my clients think their Personal Brand is just their company name, logo and tagline. This is the furthest from the truth. Your Personal Brand extends to your office environment, your professional appearance, the technology you use and even your networking contacts.  I asked Lizandra Vega, Professional Image Coach to share her viewpoints on image and your Personal Brand. Here are her thoughts:

Much like the consumer brands you endorse, your professional image should communicate trustworthiness, credibility, reliability, authority, and value-characteristics that are appealing assets to the firm that has or plans to hire you. In order to create a strong and memorable brand, one that will be remembered and sought after, you must integrate the various components of your image to project a consistent and favorable story about who you are and what makes you a worthy investment as an employee.

Fit:  Finding apparel pieces that fit and flatter your physical characteristics is necessary to building your brand. Assess your body with honesty and make choices that accentuate, balance and camouflage your physical traits accordingly. This requires research and a commitment to finding garments, accessories and shoes that enhance your professional brand. Avoid throwing your hands up in the air and succumbing to trends. Instead, assume responsibility and make choices that supply you with confidence.

Grooming:  Jagged fingernails, visible dandruff and teeth that look like you've missed your six month check-up on a recurring basis for the past five years portray you as unmotivated, lethargic and apathetic. In this case, if you were a product on display and a customer showed an interest in buying one of you, he or she would ask for a "fresh one" rather than taking the floor sample, even at a huge discount. Employers don't have the time to spruce you up and wait for the ramp up time. You must appear ready to go and hit the ground running.

Protocol:  Since professional image is defined by more than just the outer appearance, business protocol is an area that is hugely ignored, and yet it has an equally vital impact on your branding. Your sense of urgency and timeliness show interest, enthusiasm as well as commitment to your goals, and more specifically, your job. For instance, showing up to a job interview on time implies that if offered the job, the same protocol would be followed when representing the company on a client visit. On the other hand, if you leave an interview and neglect to follow up with written correspondence, or do so a week or two after the appointment, it will be assumed that you will have the same halfhearted attitude in business.

Your professional image is integral to creating a believable brand. Each component is carefully scrutinized by those deciding whether or not they want to be associated with your brand. After all, we are the company we keep, so make sure that the sum of your parts prove to be worthy of keeping.

Lizandra Vega is the author of The Image of Success: Make a Great Impression and Land The Job You Want, (AMACOM Books, May 2010). Cofounder and managing partner of Manhattan-based boutique staffing firm Perennial Resources International (PRI), she is also a certified image coach. She lives in Westchester County, New York with her husband and two children. Please visit Lizandra's website or contact her via Facebook, Twitter, or LinkedIn.  

When working with my clients (either job seekers or small business owners) on their personal brand, the topic of color often arises. This happens as we get to the Express phase of the Personal Branding process and we begin to talk about expressing the client's brand attributes on their business cards and on websites or blogs.

Color is a very powerful personal branding tool and is an important part of your brand identity system. When you think about choosing a color, chose one or several colors that best reflect your brand attributes AND that also are appropriate for your target audience. NOTE: A graphic designer can help with the process of color selection.  Once you have chosen these colors, you can apply these colors to your business card, website, clothing, and office environment; they should be a visual representation of who you are, what you offer and what is authentic about you.

Here is a great video on www.personalbranding.tv that discusses different colors and the brand attributes they stand for:  

http://www.personalbranding.tv/what-color-is-your-personal-brand/   

Remember the last time you did something crazy to get in the door?  We’ve all heard the stories--- some highly creative like designing a jigsaw puzzle from scratch with the one ‘missing piece’ being you.  While mildly amusing and sometimes eye catching, these gimmicks rarely work.  Employers are time deprived and desperately looking for the ideal candidate.  If you run down the list of attributes employers are looking for in their new hires today, many of them stem back to some of the basics in ‘fit 101’.  Will this person fit into our culture? Will this person work well in a team environment? Does this person have the initiative, energy and enthusiasm to add value in the role?  Is this person a good communicator? A creative thinker?  How many of these items can be communicated effectively in a resume? VERY FEW.

People hire people, not resumes. Where the rubber hits the road from the employers view is, do I trust this person? Do I feel they understand what we are looking for and have taken the initiative to communicate this to us? Is this a stand-out candidate?  What if you could bring this advantage out earlier in the hiring process—before the interview? What if you could give yourself that leading chance to get in front of that hiring manager? Would you do it?

Believing in yourself and conveying that authentically and relevantly goes a long way with potential employers. It is tough to fake enthusiasm and video tells a full story and goes a long way in creating trust much earlier in the hiring cycle.  Innovative and committed job seekers are investing in videoBIO's to improve their chances of getting noticed and standing out of the crowd at the earliest stages of resume review.  Your personal brand is something that is uniquely yours and by some statistics can represent over 75% of the ultimate hiring decision.  In this market climate where employers are paralyzed by perfection, the skills and experience outlined in the resume are expected, so do something unexpected that helps to create trust and familiarity early on.

Published Dec. 20^th, 2009 by Catharine Fennell, CEO, videoBIO, www.videobio.com

This week, I received a link from my fellow Personal Brand Strategists, with a video clip about the rise and fall of Kodak. Kodak, which one employed over 145,000 people, now employs less than 20,000. The firm’s traditional products and corporate brand were wiped out by the digital revolution. Kodak’s CMO, Jeffrey Hayzlett, has a tough job and he talks about it in this very entertaining video about marketing, branding and life in the fast lane. The LESSON:  know your differentiation and competition, innovate and stay on top of your game.

http://adage.com/brightcove/single.php?bcpid=1370868150&bctid=55060343001

Your headshot: A critical component to your brand message

Whether you are embarking on a new business or looking for a job in today’s competitive market, you might want to consider having a professional headshot taken. A good headshot is a business and job search essential. It gives you a leg up when it comes to publicity, a professional web/social media presence, or a potential speaking contract. Potential hiring managers or clients can see who you are and are more likely to want to work with you.

It's important to choose a seasoned photographer who will be proficient in lighting, composition, and posing, and who will work with you to understand the nuances of your business and the message you want to send. Here are some questions you might want to ask before booking a photographer:

• How long will the photo shoot last?
• Will I have an opportunity to be photographed in more than one outfit, and with a variety of expressions?
• How do you elicit different moods?
• How are the proofs presented? As digital files? As contact sheets? As prints?
• Are the images available in print, as a digital file, or both?
• Will my chosen images be retouched?
• Will I have unlimited use of the images, or will I need to pay more for additional usage?
• Is there a makeup artist or hair stylist available at the studio?

Here are some tips for the session itself: If you wear a jacket, choose one that fits you well, in a solid color that is somewhat darker than your natural skin tone. During the shoot, imagine you are greeting a favorite client as he or she walks through the door. This exercise keeps you from worrying about how you look and brings out your warmth and accessibility.

Your headshot is part of your brand. Be sure it is sending a message compatible with your professionalism.

This article was contributed by Gretje Ferguson, 781-461-9202, gretje@gfergphoto.com, http://www.gfergphoto.com.

Networking and Personal Branding Go Hand in Hand

Last week, Dan Schawbel, a Personal Branding expert, wrote a fabulous post on Personal Branding, Social Media and recruiting approaches.

In summary, here are some points to take away (based on market research done by Jobvite):

1.       The web has broken down hierarchies, which makes it easier for employers to research candidates and for job seekers to reach employees in prospective firms.

2.       Companies are decreasing the use of more traditional hiring approaches-job boards, campus recruiting, third-party recruiting.

3.       Firms are using social media/networking to find candidates for jobs.  Ninety five percent of employers say they will use LinkedIn, followed by Facebook and Twitter.

4.       HR people are using social networks to research candidates.

What are some things you can do right away to increase your social media networking efforts:

1.       Get clear on your own Personal Brand and differentiators. You cannot express your Personal brand until you know what it is.

2.       Start networking-on and offline-this is the trend of the future, whether you like it or not.

3.       If you do not have a LinkedIn page, start working on one now. You can read, “I’m on LinkedIn Now What”, by Jason Alba to get started.

4.       Check your Google quotient and see where you land in the Google rankings.

To read Dan’s entire article, go to:

http://personalbrandingblog.com/your-network-is-your-only-insurance-policy/

How to Stand out from the Crowd!!

This week a former client who is a recruiter sent me a great article on a very unconventional and innovative approach to the job market. An MBA grad from Boston College leveraged his background in screenwriting and media to stand out from the competition. He created and posted an ad on Facebook, hoping to make contacts to land a job at Microsoft. He has not yet landed the job yet but has made a bunch of very useful connections.

It’s clever and it’s a great marketing idea.

Read more at: http://www.ere.net/2009/05/27/mba-grad-seeks-job-with-microsoft-posts-ad-on-facebook/#more-8138

How to Increase Your Profile to Avoid a Layoff

Layoffs have always been a part of the business world but with our current economic downturn, you can’t avoid thinking about them. And, if you’re a particular type of worker, especially a young, professional woman, you might be a target.

A good company can use a downturn to its advantage by using layoffs and buyouts to get rid of employees who are considered to be redundant, too high-salaried, complainers, problem makers, inefficient, or just plain deadwood. They also can lay off employees who just haven’t made a big impression yet and are considered nonessential.

Many of these workers are young, professional women. They work hard, don’t make waves, and haven’t yet made a big impression. If you haven’t made a big splash in your workplace (whether you are male or female, young or old, experienced or inexperienced), here are five tips to help you increase your workplace profile and stay away from the layoff list:

1.      Assert Yourself – Look around your workplace and determine what could make you a more valuable employee. Can you take on extra work and responsibility? Is there a committee you can join? How about a new project for which you can volunteer?

2.      Think Strategically – Don’t volunteer for the first thing that comes along. Think about what’s important to your boss and your company. Volunteering for a sustainability committee or staying late to help keep a project on schedule can increase your visibility.

3.      Be Positive – Don’t be an employee who has a negative attitude or who is thought to be a complainer, or one who shies away from extra work. Managers recognize employees with a positive attitude, and they are much more likely to keep them around during layoffs.

4.      Advocate for Yourself – This can be a fine line, as you don’t want to appear to be arrogant or only out for yourself. But, it is very important that you make it known to your boss when you have done something above and beyond.

5.      Develop Your Image – In addition to taking on more duties, consider attending work-related conferences, joining associations, taking seminars or classes, or working toward a new certification or degree. These activities will indicate your professional commitment.

Young women professionals are thought to be more susceptible to layoffs because they have not yet taken the opportunity to stand out from the group. Not meaning to seem sexist, but, in the workplace, young men can be more assertive (also louder, and not hesitant to stand up and take credit).

So, just don’t sit back and worry about being a layoff statistic. Start positioning yourself to avoid a layoff. Increase your workplace profile so your supervisors and company will consider you an essential employee—one they just can’t live without.

You ARE your own BRAND!

Personal branding for career success is a very hot topic these days, especially given the increased competition for jobs in today’s difficult economy.

Think about it! Brands are everywhere, for all kinds of products and services. Starbucks driving mugs, Nike running shoes,  Facebook,  LinkedIn and Paris, the city of lights. So if brands are everywhere, why shouldn’t you think of yourself as a brand? You should!!!!!! In order to be successful in today’s job search, you need to be the CEO of your own company called YOU, and one of your key roles is to be your own and best brand manager.

What does this entail?  At its simplest, branding is all about understanding what makes you unique and different from the other commodities in the market. Take some time and ask yourself these questions:

• What is it that makes me stand out from the crowd?
• What adjectives do others use to describe you?
• What are your greatest strengths?
• What do you want to be known for?
• What is the value you can offer a prospective employer?

Once you have a clear picture of your differentiators, you can begin to think about how to get visibility for your brand. For job seekers, here are some very quick and easy ways to increase your visibility:

·        Work on projects (at your firm) or on a freelance basis that showcase your skills/strengths.

·        Teach at class at either a local college or through your professional association.

·        Start a blog and be seen as an industry expert.

·        Write articles-for local newspapers, professional newsletters, or even in house publications

·        Give presentation and speeches.

·        Rework your LinkedIn profile to reflect your brand.

·        Create a Visual CV (www.visualcv.com) and showcase some of your accomplishments and the concrete value you can bring to employers.

To learn more about branding for career success, you might also want to read Career Distinction  by William Arruda and Kirsten Dixson:

http://www.amazon.com/Career-Distinction-Stand-Building-Brand/dp/0470128186/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1228403591&sr=8-1