This document discusses personal branding and how to achieve it. It defines personal branding as matching your public image to your inner values to establish yourself professionally and personally. It recommends developing a brand infrastructure by identifying your expertise, interests, and authenticity through a mission statement and board of directors. It also suggests considering how you want people to perceive you and establishing an online presence through platforms like ORCID and ResearchGate. Maintaining your brand requires posting regularly, following an 80/20 content ratio, and keeping information updated. The document stresses the importance of reputation management, privacy, and security for personal branding.

1. Beer
&
Branding
Kimberley R. Barker, MLIS
Librarian for Digital Life
Claude Moore
Health Sciences Library

2. What is personal branding?
The process by which you match
your public image to your inner values,
for the purpose of establishing yourself
professionally and personally.

3. Consider the Party Metaphor.

4. Why does
personal branding
matter?
For several reasons!

5. • You have a gift to give to the world
• There are people who need your gift
• You have bills to pay

6. In other words, it can lead to this:

7. But how do you achieve this?
• Infrastructure
• Identity
• Establish
• Maintain

8. Brand Infrastructure
• Your expertise
– Degrees
– Experience
• Your interests
– Not necessarily related to professional expertise
– Passion

9. Brand Infrastructure
• Authenticity
– Three cornerstone words
• Mission Statement
– No more than three sentences
• Board of Directors
– A mix of personal and
professional/academic

10. Brand Identification

14. Brand Identification
• Consider the following:
– Your first thought
– How did it make you feel
– What do you want people to think of when they
see your name or photo?

15. Once you know what your brand is…
• Establish
– Online/social media
• ORCID
• ResearchGate
• Maintain
– Posting schedule
– 80/20 rule
– Update info promptly

16. Complementary Considerations
• Reputation management
• Privacy
• Security

17. Reputation Management
• Defining the “reputation economy”
• What is “Google Truth”?
• How does Google work?
• Defining online reputation management
services
• Establishing a reputation management plan
• Understanding the real-life ramifications of
reputation damage
• Reputation restoration

18. Privacy
• What you choose to share
– Consciously
• LinkedIn
• Facebook
• Tumblr
– Unconsciously
• Privacy settings
• Passcoded phone/computer

19. Security
How “safe” your data is

20. Varying levels of
privacy AND
security

21. It’s ok if you
don’t have it all figured out

22. For that reason…
• Make sure that your digital presence reflects
who you are in this moment:
– Establish & maintain an authentic social media
presence
– Revisit any public information (bios, social media
platforms, mission statements) at least annually
– Make sure that your photos are current; update
annually, or after a major change

23. Questions?
Kimberley R. Barker, MLIS
@KR_Barker
Grumpy_Cat@virginia.edu