Gerontologist, Inc: A Brand Worthy of RemarkPresentation Transcript
VCU Gerontology Webinar June 15, 2011 • Helene M. Bumbalo, MS
WHAT YOU’LL LEARN A brief lesson in BRANDING The need and value of branding GERONTOLOGIST, INC. PROFESSIONAL “Brand Building” takes hundreds of individual collaborators 1 2 3
BRANDING 101 A BRAND IS NOT A A BRAND IS NOT A BRAND IS NOT A LOGO COLLATERAL MATERIALS PRODUCT
BRANDING 101 A BRAND is a persons gut feeling about a product, service or organization.* *The Brand Gap
BRANDING 101 CORPORATE BRAND 1 VS.
BRANDING 101 PROFESSIONAL BRAND News Anchor Talk Show Host VS.
BRANDING 101 PERSONAL BRAND Montel Williams, David Letterman, Ellen DeGeneres, Jay Leno, Oprah, Conan O’Brien, Stephen Colbert, Arsenio Hall, Dick Cavett, Larry King, etc…
BRANDING 101 PROFESSIONAL BRAND UMBRELLA PROFESSIONAL BRAND PERSONAL BRAND PERSONAL BRAND PROFESSIONAL BRAND
MY MISSION Help launch successful careers for the current group of graduating gerontology students. This should be easy…
MY MISSION Past Success: Where did the Alumni go?
Administrative – 28% (directors of nursing homes, government programs, executive directors)
Social services – 23% (social workers, psychologists, resident service advisors, etc)
Education – 22% (professors, trainers)
Medicine – 8%(medicine and nursing)
Research – 5%
Financial – 5%
Rehab – 2%
Recreation – 2%
Data out of 130 VCU Department of Gerontology respondents
MY MISSION Future Success: Get Hired Prepare the students to provide compelling answers to these personal branding questions, Who are you? What do you? Why does it matter?
MY MISSION The Reality: Not so easy… My students struggled with their personal branding…WHY?
PROFESSIONAL BRAND Professional Brand: GERONTOLOGIST Their professional brand UMBRELLA is misunderstood or absent
PROFESSIONAL BRAND WHY THIS MATTERS The professionals in “aging services” have similar qualities and features.
PROFESSIONAL BRAND WHY THIS MATTERS Families caring for an elderly loved one have too many issues and not enough time to figure you out.
PROFESSIONAL BRAND WHY THIS MATTERS People make buying decisions on emotion and impulse.
PROFESSIONAL BRAND WHY THIS MATTERS Trust comes from knowing the brand will meet and beat customer’s (or HIRING MANAGER’S) expectations every time.
PROFESSIONAL BRAND http://youtu.be/iRLvI747cvQ
PROFESSIONAL BRAND Let’s do a Google search: Results for Nurse: Results for Social Worker: Results for Gerontologist:
PROFESSIONAL BRAND Definitions: Gerontology is the study of aging. It is distinguished from geriatrics, which is the branch of medicine that studies the diseases of the elderly. Scientists who study aging, (are) called gerontologists Gerontology is the comprehensive study of aging and the problems of the aged. The scientific study of the biological, psychological, and sociological phenomena associated with old age and aging. Gerontology is noun the scientific study of old age and old people The branch of science that deals with aging and the problems of aged persons
PROFESSIONAL BRAND Definitions: Gerontology is the study of aging. It is distinguished from geriatrics, which is the branch of medicine that studies the diseases of the elderly. Scientists who study aging, (are) called gerontologists Gerontology is the comprehensivestudyof aging and the problems of the aged. The scientific study of the biological, psychological, and sociological phenomena associated with old age and aging. Gerontology is the scientific studyof old age and old people The branch of science that deals with aging and the problems of aged persons
PROFESSIONAL BRAND Association Viewpoint The principal mission is to advance the study of aging and disseminate information among scientists, decision makers, and the general public. We foster collaboration between biologists, health professionals, policymakers, and behavioral and social scientists. We believe the intersection of research from diverse areas is the best way to achieve the greatest impact and promote healthy aging. GSA members affiliate with one of four Sections: Biological Sciences, Health Sciences, Behavioral and Social Sciences, or Social Research, Policy and Practice.
PROFESSIONAL BRAND Association Viewpoint Southern Gerontological Society members are educators, aging network personnel, researchers, health professionals, and policy makers. SGS provides the bridge between research and practice, translating and applying knowledge in the field of aging.
PROFESSIONAL BRAND Academic Viewpoint Agerontologist is a professional that specializes in the special needs and issues that relate to older adults and the aging population in general. Six Gerontology Tracks: Education, Health care organization & planning, Psychogeriatrics, Public administration, Research, Social services. Defines seven roles or tracks: Direct Service Provision, Program Planning and Evaluation, Management and Administration, Marketing and Product Development, Advocacy, Education and Training, Research
PROFESSIONAL BRAND The disconnect: SCIENTIST VS. SPECIALIST If you communicate that you are “research and science”, who wants to be your lab rat?
PROFESSIONAL BRAND The disconnect: SCIENTIST VS. SPECIALIST If you conduct scientific monologues about data, are you too busy talking and not really listening?
PROFESSIONAL BRAND The disconnect: SCIENTIST VS. SPECIALIST If quantitative studies are what you do, do elder people feel like specimens?
REMARKABLE BRAND So, what IS your PROFESSIONAL BRAND UMBRELLA? Your PROFESSIONAL BRAND, a brand worthy of remark, will be clear to others precisely because it is clear to you. Is it CLEAR TO YOU?
REMARKABLE BRAND Crystallize YOURBRAND… ????????
REMARKABLE BRAND …turn the umbrella into a boat.
REMARKABLE BRAND If we can define WHO IS IN THE BOAT and collectively identify their traits, add them together, we can identify a “NEW BRAND WORLD” for Gerontologists 1+1=11
REMARKABLE BRAND “It’s a New Brand World” Tom Peters Can we define traits among you here that show Consistency, Authenticity, Clarity?
REMARKABLE BRAND Exercise: What do I do that brings remarkable, measurable, distinguished, distinctive value to the elderly population? What moves me? Where do I find joy? What do I consistently get recognized for? Why do I do what I do? What am I insanely great at doing? What do I want to be known for? If I ceased to exist, what difference would it make on the world? What can I unabashedly brag about ? What emotions would I like my brand to produce in others? Am I a MAC or a PC?
GET YOUR MESSAGE OUT Own your title: Introduce yourself as a Gerontologist
GET YOUR MESSAGE OUT You don’t need ORG CHART authority to be a credible leader
GET YOUR MESSAGE OUT Powerful Presence: Consistent behaviors matter, all the time
GET YOUR MESSAGE OUT Get in touch with a totally novel group of people and showcase your skills
GET YOUR MESSAGE OUT Make emotional, visceral connections with your Brand Audience
GET YOUR MESSAGE OUT Be seen as the best, perhaps ONLY, solution to the problems they face
GET YOUR MESSAGE OUT Get credit as an expert through multiple channels: Integrated Brand campaign • Speaking engagements • White papers • A column or OpEd • Sponsorships • Email alerts • Newsletters • Blogs • Facebook • Webinars • Websites • Podcasts • Twitter • National press • Local Press
GERONTOLOGIST INC. YOU, the GERONTOLOGISTS in the boat, will create the PROFESSIONAL BRAND UMBRELLA.
GERONTOLOGIST INC. GERONTOLOGIST INC. YOU will create: A BRAND WORTHY OF REMARK
GERONTOLOGIST INC. “If you are not appearing, you are disappearing.” Art Blakely “It is very simple. You are a brand. You are in charge of your brand. There is no single path to success. And there is no right way to create the brand called YOU. Except this: start today. Or else.” Tom Peters