Consistency is powerful; people may be waiting for the other shoe to drop, especially when it comes to ethnic minorities.
Get ego out of there. What do your friends and enemies say about you?
Think about in our culture, people who have lots of visibility, yet have actually done nothing! Can you think of anyone? Doesn’t exactly engender goodwill, does it? Discuss Trust Deficit Prominent Blacks & Latinos are viewed as exceptions, not as a “new norm”
Very important to understand that we perceive others through the lens of our own existence.
Some people separate their acquaintances by network (e.g., friends on Facebook and colleagues on Linkedin). People can take screenshots or photos of your online activity/comments.
You Inc.: Personal Branding for Multicultural Women
Personal Branding & Professional Success
Jessica Faye Carter // November 12, 2010
Why do we need a session on
multicultural women and
• Multicultural women
• Elements of branding
• Building your brand
• Communication and technology
• When your brand is in trouble
• Key takeaways
• Distance from locus of power
– Power indicia: whiteness and maleness
• Living Room/Locker Room Syndrome (1)
• No socially-accepted space for white men and
multicultural women to interact
• This distance from power manifests itself in two
major areas at work
– Lack of Access
– Ethnic and Gender Challenges
(1) Source: Kimberlé Crenshaw, quoted in “Women of Color: Why They Are
Finding the Door Instead of the Glass Ceiling,” Perspectives 15:1 (2006).
• Navigating cultural differences
• Bolstering credibility
• Building a consistent brand that is
• Managing information gaps
• Dealing with stereotypes and related
What is a brand?
A name, term, sign, symbol
or design, or a combination
of them intended to identify
the goods and services of
one seller or group of
sellers and to differentiate
them from those of other
−American Marketing Association
• Nike is the Greek goddess of victory
– Nike is for winners and serious athletes; look
at their spokespeople
• Nike is cool, trendy, hip
– People want to be seen wearing it
• Nike is expensive
– Makes a statement about the wearer’s
economic status (sort of)
Why branding matters
• Branding is unavoidable
– You are creating a brand whether you want to
or not; makes sense to manage it
• You are competing against many different
people in the workplace
– Branding helps emphasize the differences
between you and others
• Branding is a good self-assessment
Focus: The 3 Cs
– What three things do you want to be known
– Why would customer/clients trust you?
– How does what you do connect emotionally
Focus: Value & Loyalty
– What is the value of the product/service that
– Differentiation from other similar
– Do clients and colleagues come back for
– Is your product/service offering sustainable
Model for brand building at
• Four (4) dimensions
– Clothing (color, fit, season, price point)
– Grooming (neatness, style)
– Personal style (conservative, trendy)
– General demeanor (friendly, aloof, quiet, angry,
– Speaking style (voice tone, accent, gestures, laughter)
• Remember, only part of this is about how you see
yourself; the rest is about how others perceive you
– What is your primary area of expertise?
– What is your core skill set?
– What sets you apart from your competition?
– Why would clients choose you over someone
– What do you have that others do not?
Building You Inc.
• Think of yourself as a bundle of goods and
– Determine your best professional qualities and the
benefits you offer
– Make sure your “packaging” is congruent with the
• Ask yourself - what do I want to be known
– Build relationships/trust
– Market yourself/gain visibility
It’s personal...and it isn’t
• Branding is both personal and impersonal
– It’s personal because it involves you
– It’s impersonal because it’s about a package
of goods and services
– If someone doesn’t need your particular
combination of goods and services, it’s not
necessarily about you, it’s about what they
• Outside influences on your brand that are
beyond your control (but which you can
Internal vs. external branding
– Reputation at employer; relationships with co-
workers; evaluations; manager
– Media mentions, industry involvement, “lists,”
• Expert branding
– Research, publications, conversation partners
– Know thyself; separate your opinion from
• Recognize the factors that you are
• Identify your 3 attributes and value
– Use these to debunk stereotypes while
highlighting your attributes
• Get started!
Communicating your brand
• You are communicating your brand all the
– In person with self-introductions, meetings,
daily interactions, etc.
– Online through Facebook, Linkedin, Twitter,
– Communication is not one-size-fits-all
• How you present your brand in person and
• How do you talk about yourself?
– self-deprecatingly, confidently, arrogantly
• How do you describe what you do?
• How do you communicate with others?
☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻
– Feeling/emotional/relationship appeal
– Technical/quantitative appeal, or both
• Are you tailoring your communication style to your
• Other considerations: sense of humor, laughter,
The “blurred identity”
• Social technologies are blurring the
boundaries between your professional and
personal life online
• Technology has “flattened” the world, but
the underlying relationship dynamics
haven’t really changed
• Managing technology is critical for your
Managing the blurred identity
• Privacy Settings
– Limit others’ access to your personal
information; segment friends by interest
– Not foolproof
• Recognize “friending” issues
– Colleagues, clients, managers, family
• Dealing with references/likes
– May be visible to others
– Company policies
• No such thing as anonymity
A Technical Situation
You logged into your Facebook account yesterday evening and noticed
several new friend requests. Some are from college friends, one is from
a family member, two are from colleagues in your department, and
another is from a client.
You’re a little uneasy about a few of these requests. One of the
colleagues who contacted you is a friend; the other, more like a
“frenemy.” And while you like the client, who is really cool, you also
know that he can be a little bit sensitive and you have to be careful in
your interactions with him.
It’s getting late, so you accept the requests from your college friends,
but wonder how to handle the others. Do you accept the requests from
both colleagues, or just the one you’re friends with? How do you
respond to the client?
• Performance issues
– Performance at the expense of relationships
• Image concerns
– Professional style
• Exposure challenges
Reinventing Your Brand
• Identify the problem
– Setup a focus group about You Inc.
– Consider performance evaluations
– What’s the buzz about you?
• Determine whether a change is necessary
• Focus on developing relationships
– Sources of feedback
– Support network
Branding is Power
• Take charge of your brand
• Evaluate yourself realistically
• Build a brand that is congruent with your
company and industry (internal/external)
• Position yourself against the competition
• Manage your “online” persona carefully
• Shore up your brand with strategic
relationships (e.g., alliances vs. friends)