'I Am Not a Brand!': Building Your Personal and Professional Profile


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Many of us cringe at the thought of "personal branding". Mary Ellen Bates offers painless approaches to raising your profile and communicating the value you provide to your employer or clients in ways that are authentic and comfortable to even the most marketing-phobic.

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'I Am Not a Brand!': Building Your Personal and Professional Profile

  1. 1. Mary Ellen Bates BatesInfo.com SLA 2014 June 10, 2014 “I am not a brand!”
  2. 2. Tweeting this? @mebs #SLA2014 Slide deck at BatesInfo.com/extras Slideshare.net/maryellenbates 2
  3. 3. What’s a brand? 3BatesInfo.com
  4. 4. You’re a brand! 4
  5. 5. Brand You Who you are ̶ how you show up What you’re known for and what Google shows about you 5
  6. 6. Brand You Do clients and colleagues see you as a professional peer? Do they see you as an ally? How do they feel after interacting with you? 6BatesInfo.com
  7. 7. Where’s your brand? Email signature file Cover memo for research results Your internal web site bio What you volunteer for Social media (yes, really) 7BatesInfo.com
  8. 8. Why get social? 8BatesInfo.com
  9. 9. Social networks are…. A waste of time An invasion of privacy Not allowed by my employer Self-promotion machines For my friends, not the public Just not my thing 9BatesInfo.com
  10. 10. 10 0 200 400 600 800 1000 1200 Facebook Google + LinkedIn Twitter Instagram Pinterest # of active users (in millions)
  11. 11. 40%-80% of companies used social media to research job candidates 11BatesInfo.com
  12. 12. What matters? 57% Professional image 50% Good personality 50% Wide range of interests 49% Background & qualifications 46% Creativity 12BatesInfo.com
  13. 13. Just be smart about it… Keep your updates public No political rants (or pick your battles) Easy on the family & vacation photos Keep your “About Me” updated With a professional photo 13BatesInfo.com
  14. 14. Just be smart about it… Post regularly Be authentic Join groups Participate in groups Create and lead a group 14BatesInfo.com
  15. 15. Just be smart about it… Link with all your clients, colleagues Ask for recommendations GIVE recommendations Post comments, retweet 15BatesInfo.com
  16. 16. What’s your email address? Firstname.lastname@gmail.com or me@my-name.com Use for all social media Create a lasting brand 16BatesInfo.com
  17. 17. “But I haven’t anything to say!” Insights from a conference Read others’ blogs, tweets LEARN: Take a MOOC, volunteer Ask questions, conduct a survey Share everything 17BatesInfo.com
  18. 18. What to say What are your passions? What do you want your next employer to know about you? 18BatesInfo.com
  19. 19. Talking about value 19BatesInfo.com
  20. 20. 20
  21. 21. 21 blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah
  22. 22. Can you catch ‘em before blah blah blah blah? 22BatesInfo.com
  23. 23. When you describe yourself... Is it a WHAT or HOW? or is it a WHY? "We negotiate contracts with online vendors" or "We bring an outside perspective to your insights" 23BatesInfo.com
  24. 24. WHAT or WHY? "We provide research services" or "We help staff make better decisions" "We are experts in developing taxonomies and metadata" or "We make critical research findable" 24BatesInfo.com
  25. 25. WHAT or WHY? “We search premium databases” or “We expand your horizons beyond Google” “We have a wide range of databases” or “We give you global insight, not filtered results like Google” 25BatesInfo.com
  26. 26. “So, what do you do?" I'm a librarian I help people find information I provide high-value information services I enable the discovery of new knowledge. 26BatesInfo.com
  27. 27. Talk about results Did you help win a new client? Develop a new service? What impact did you make? What do you want to be known for? 27BatesInfo.com
  28. 28. Emulate the pros See how info companies describe their value Benefit from their investment! 28BatesInfo.com
  29. 29. ProQuest Dialog helps organizations make informed decisions and fuel new discoveries ProQuest Dialog helps organizations seek competitive advantage 29BatesInfo.com
  30. 30. LexisNexis enables professionals to make informed decisions and achieve better business outcomes. Bowker offers products that make books easier for people to discover, evaluate, order, and experience 30BatesInfo.com
  31. 31. Whatever words you use… It's not all about you Benefits, not features Results, not activity 31BatesInfo.com
  32. 32. One-minute un-branding exercise 32BatesInfo.com
  33. 33. What makes me unique? My attitude Creative? Innovative? Strategic? My approach Problem-solver? Team leader? Collaborative? My skills What do I do that stands out? BatesInfo.com 33
  34. 34. Combine your words into a 3- or 4-word phrase 34BatesInfo.com
  35. 35. What makes MEB unique? Creative business research partner En-couraging business coach Results-driven consultant 35BatesInfo.com
  36. 36. “How do you describe me?” Ask people who know you well Ask people who don’t know you well Any surprises??? 36BatesInfo.com
  37. 37. Now, update your profiles How else can you describe yourself? What have you done lately? What do you want to do next? 37BatesInfo.com
  38. 38. Brand YOU ̶ own it! 38
  39. 39. reluctant— entrepreneur .com 39
  40. 40. Find Mary Ellen at: +1 303 772 7095 mbates@batesinfo.com Reluctant-entrepreneur.com BatesInfo.com Twitter: @mebs LinkedIn/in/maryellenbates 40BatesInfo.com