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1 Updated May 2008
Do Good Guides are designed to take you and your organization to
a higher level. Jam-packed with practical information that is
designed to broaden your knowledge and give you a competitive
advantage, Do Good Guides bring you profound ideas and practical
tools from the social sectors top thinkers.
Do Good Guide. Do Good. Better.
Just as certain thoughts pop into peoples heads when they think
of
iPod (1,000 songs in your pocket) Or Subway (Eat Fresh), when
people
thing of you, as a professional, they should think of your
Brand. Can you
brand a person? Of course! What do you think of when you think
of
Michael Jordan? Great basketball player, good jump shot, shoes,
etc. What do
you think comes to mind when people think about you? If you dont
know, it
is time to find out. In this Do Good Guide, you will learn how
to create your
own personal brand and carry it through as your career
identity.
Do Good Guide Branding Yourself for Personal and Career
Success
Do Good Guides www.DoGoodGuide.com
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2Brand U
In 1999, Tom Peters wrote the book The Brand You 50 Or : Fifty
Ways to Transform Yourself from an 'Employee' into
a Brand That Shouts Distinction, Commitment, and Passion!. The
summary from Toms website
www.tompeters.co.uk explains it all in a nutshell:
"If there is nothing very special about your work, no matter how
hard you apply yourself you won't get
noticed, and that increasingly means you won't get paid much
either. In times past you could be obscure yet
securenow that's much harder."
Moving forward in todays ultra competitive workforce requires
diligence in managing every part of your
professional image.
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3These days before anyone meets anyone,
they run straight to Google to check out
their web presence. Managing your presence
on the web is one of the most important
ways to manage your brand. To begin
managing your web presence, Google
yourself. For a good start on your internet
image, look for the following clues:
1) You should appear somewhere on the first page of results.
2) Posts that mention you should be related to professional
work, and not embarrassing photos from college
parties.
3) Topics that should appear in search results include articles
written, previous media interviews, references
to jobs and internships, and professional networking
affiliations. Remove content that is unrelated to work
if you can. If removal is contingent on help from others,
respectfully request that they remove content.
Also, to push less relevant content below the first page, create
newer, more relevant content and focus on
moving it up in search results by back links and references from
others.
You might be surprised what you will find, and your
search-engine entries will change over time as people pick up
and post work you may have done years ago, or never take down
old web pages.
Do Good Guides www.DoGoodGuide.com
The Google Factor
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4Pre-Emptive StrikeYou can enhance your online identity beyond
high school newsletters and college sports score
reports. Join online forums in your area of expertise and
contribute regularly or start a
professional blog.
Some examples of professional blogs:
www.newvoicesofphilanthropy.orgThis is my blog which covers
issues of generational change in the philanthropic sector and more
broadly trends
in philanthropy. This includes a wide range of topics from how
professional training programs in philanthropy
are creating a younger applicant pool for foundation positions
to how Google is revolutionizing the concept of
philanthropy.
www.nonprofitmarketingblog.comKatya Andresens marketing blog
focuses on stealing corporate marketing strategies for the social
good or the
Robin Hood marketing strategy. It contains tons of great tips
about direct mail and email fundraising
campaigns, leadership strategies and more. The best piece of
advice is to ask yourself Are you a stalker? A
blunt, but useful piece of advice for nonprofit professionals
who might be wearing out their welcome with
donors, constituents, and the media without knowing it.
fromthepipeline.blogspot.comPerspectives from the Pipeline is a
blog by Rosetta Thurman, a young nonprofit leader. The blogger
and
contributors focus on motivating the next generation of
nonprofit professionals to persevere in contributing
to changes in nonprofit leadership. Rosetta has taken her blog
to the next level by contributing posts to well
known nonprofit blogs and starting her own talk show on blog
talk radio.
Do Good Guides www.DoGoodGuide.com
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5How to Build an Online PresenceBecause internet presence has
become a relatively new area of importance in job hunting and
networking,
there are few books or print resources on the subject. A few
blogs offer constructive advice about how to
establish a good online presence if you do not already have
one.
A blog by a philosophy student in Toronto, Doshdosh.com provides
tips and tricks for internet networking and
marketing. The blogger uses an example of a professional in the
art field and describes three basic things to do to
establish an effective online presence:
1. An Art forum/social network. In order
to position myself as a leader in the specific field, I
should create communities which will allow me to
attract large amounts of interested industry
participants. This pull-strategy allows you to not
only keep on top of happenings in the specific field
but befriend a large amount of people who will be
likely to support your future initiatives. This is a
social branding strategy.
2. Multiple Niche Art Sites. Ill narrow
down my art interests to build sites that focuses
entirely on specific art forms (e.g. Renaissance art). My goal
is to make each site a definitive resource. This will of course
involve conscious targeting and ranking of multiple keywords
which will spread my name throughout a specific topic field
in search engines. Search engines will provide you with organic
traffic and is a means to pick up a lot of relevant
contacts. This is a search-oriented strategy.
3. General Art News Blog. A news blog is a good way to develop
visibility, especially if there are no real
competitors in the niche. I would make it a multi-author blog
and Ill invite the friends I have (including the ones Ive met
online) to write for it. A news blog frames you in the mold of a
journalist. As a member of media, youll usually get access
to launches, exhibitions, events and networking parties. This is
a network-development strategy thatll allow you to build
your contacts offline.
Do Good Guides www.DoGoodGuide.com
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6Monitoring your Online Presence
Depending on how active you are online, you may or may not be
concerned about your online presence taking a quick downward
spiral. If you post on many forums, blogs, etc. you might want to
consider helpful tracking tools that alert you when something new
is posted about you.
Google AlertsThis is a free tool from Google that you can
customize to scour various online services to find postings about
you. You can configure Google Alerts so that it categorizes
messages for easy reading. You can save or delete messages after
you read them. Pro: it is free. Con: it may not be as thorough as
other tracking software.
TrackurA fee-based tracking system that is highly customizable,
Trackur allows you to set up searches based on keywords and keyword
combinations. Your searches can be delivered to you via email or
RSS feed. Pro: extremely thorough, customizeable, flexible Con: you
have to pay for the service.
Monitor ThisTwenty-two search engines are searched by this
software. Pro: comprehensive list of search engines used. Con: must
know a bit about coding to make it work best for you.
NaymzSimilar to Trackur, though less expensive, a great feature
of Naymz is that it allows you to keep track of all of your
different web presences and monitor their content in an easy
manner. Pro: if your reputation is being trashed, Naymz offers a
cleanup service. Con: fee-based, but less expensive and more
comprehensive than some fee based programs.
Do Good Guides www.DoGoodGuide.com
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7Using Your Resume for Branding
Regardless of the type of resume you
create, a number of key elements
overlap all successful resumes.
1) Contact information is easy to findmany ways of contact
provided including home phone, cell phone,
professional email (not something like [email protected]), and
address.
2) Work history descriptions are concise, precise, thorough, and
do not over-use modifiers like very,
extremely, really, etc. Descriptions are written in active
voice. Prepared monthly marketing reports,
rather than Monthly marketing reports were prepared.
3) Resume does not contain any typos, misspellings, or grammar
mistakes.
4) Focus is on accomplishments rather than responsibilities.
Example: planned and implemented three
large fundraising events, completed three direct mail campaigns
each year and oversaw membership
renewal mailings. Instead of: responsible for fundraising.
5) Contains juicy, descriptive words that relate to your
specific field of work.
While many of the above tips seem like common sense, entering
the job market again after several years, you
will find that things continually change. Resumes are not just
for job hunting. If you are asked to speak at a
conference or meeting, you may be asked for your resume as well,
so it is always a good idea to keep a current
copy on hand.
Do Good Guides www.DoGoodGuide.com
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8For a funny, practical how-to guide for
professional email communication, check out
The Bliss or "Diss" Connection?: Email
Etiquette for the Business Professional by
Cherie Kerr and Jim Doody. Covering topics
such as grammar, tone, subject and more, the
book is a must-have for anyone
communicating largely by email. Kerr explains
that the most important part of managing loads
of email is to avoid the Diss factor. She
explains that by not responding to email within
a reasonable amount of time, the sender will
feel ignored, dismissed, and will potentially go
away. She also mentions that Diss can also
mean distance and it is important to realize if
your emails are creating distance between you
and your constituents, and putting a stop to it if
they are.
Email Tips
Dont send something that you wouldnt say in person or that you
are afraid may be forwarded
Use spell check and use real words (no IM shorthand at work)
If you email is going to be more than a paragraph long, call
instead
Avoid sending urban legends and fuzzy puppy dog e-cards to
co-workers
Do Good Guides www.DoGoodGuide.com
Email Branding
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9Even if you have corresponded with someone via email or mail,
your first phone conversation will establish an impression in the
persons mind as well. The way you handle the phone call-whether you
initiate it, or answer a responding phone call means a lot. The
website http://www.selfgrowth.com/articles/laskowski3.html offers
great tips on handling phone calls. The author, Lenny Laskowski,
also has his own website: http://www.ljlseminars.com/ where he
helps people with public speaking tips. Phone etiquette may seem
like a no-brainer, but these five tips will help you use the phone
to your advantage.
1) If you must put someone on hold, first ask them if they are
willing to hold, then tell them what you will be doing while they
are on hold, and always be sure to thank them for holding when you
pick up again.
2) Always have a pen and paper handy when you answer the phone.
You will be able to take notes during the conversation in order to
summarize and complete tasks after the conversation.
3) Return phone messages within a day, and if possible, sooner.
4) When you call someone, always ask if it is a convenient time for
him to talk, and if they say no,
schedule a different time to call. 5) Practice active listening.
Once someone has asked you to do something, repeat back to her
what
she asked. Example: I understand that you would like for me to
copy the files for you and have them on your desk by Monday at 9:00
am. Is this correct? If the person says that is not correct, simply
ask them what they would like and start the process again. Active
listening helps the speaker know that you are hearing and
understanding what they are saying.
Do Good Guides www.DoGoodGuide.com
Phone First Impressions
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10
Meeting Face to Face
Meeting someone in the professional realm for the first time is
about as nerve wracking as a
first date. To make your first meeting go smoothly, try the
following tips:
1) Learn as much as you can about the person you are meeting
(Google them).
2) Learn about the culture of the organization you are visiting,
use your contacts from
services like LinkedIn to get some relevant background.
3) Dress appropriately.
4) Arrive prepared with note-taking materials, resume,
portfolio, or materials needed for
the meeting.
5) If you will be giving a presentation, prepare and
practice.
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11
Dressing for Success
The popular British show-turned book-turned TLC show-turned
juggernaut actually gives good advice about how to dress
professionally. Sadly, it must be noted, that many of the
participants on the American show are folks turned in by their
co-workers for dressing inappropriately or sloppily. Obviously,
some people need help picking out their outfitsjust like in
kindergarten! But really, proper dress goes a long way in the
workforce.
The website http://www.fakinggoodbreeding.blogspot.com is an
excellent resource on etiquette, fashion, etc. for a young
professional.
A top tip from the blog is: Dress to fit in with the atmosphere
of your workplace. If business casual is the norm at work, wearing
a suit everyday will make you stick out like a sore thumb. For the
first few days on the job, though, do not dress too casually, even
if the boss wears flip-flops. When preparing for an interview and
deciding what to wear, do some research on the company. If casual
dress is the company norm, nice slacks and a blouse or dress shirt
is more appropriate that a suit and tie.
If you are terminally fashion-impaired, shops like Nordstrom and
Macys offer professional shopper services for free. Engaging a
professional shopper will actually save you money because the
professional is, well, professional. He or she will help you choose
a mix and match wardrobe that is versatile, fits your budget and
helps project the image you hope to portray. Personal shoppers also
have access to pre-season sales to help you get a jump on the
latest styles. (The Secret Room at the pre-sale for Nordstroms
Semi-Annual Sale is SO worth it!)
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12
Actions Speak Louder than Words
Part of adopting a professional personal brand is the way you
conduct yourself. QuintCareer.com offers great
tips for the first few months with a new job or new group of
professional acquaintances. Heres their advice:
The first few weeks on a job are crucial to your success. Your
co-workers, supervisors and direct reports will
all form lasting opinions based on their first few interactions
with you. Important things to keep in mind for
the first few days and weeks on the job:
1) Be friendly, but not intrusive. Talk to your coworkers and
ask them about their jobs. Stay away from
asking about office politics.
2) Dress professionally and similarly to those around you so
that you blend in and your outfits do not
distract from your work.
3) Work full daysavoid arriving as the clock chimes 8:00 and
leaving promptly at 5:00 pm. A couple of
extra minutes on either site of starting and stopping work go a
long way.
4) Take initiative to ask questions, seek work and understand
established processes. Keep notes on things
to improve, but do not suggest a laundry list of improvements
after your second day.
5) Keep personal business out of the workplace. Arrive at work
ready to focus on the tasks at hand.
Personal habits matter in the workforce as well. Examine habits
that might detract from your professional
appearance like chewing on pens, playing with hair, tapping your
foot, etc. and correct them.
Do Good Guides www.DoGoodGuide.com
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13
Branding Books Worth ReadingVisit any bookstore and you will
find lots of hype in the branding section. We are here to help you
cut through the clutter. Here are some of our favorites.
Brand Yourself: How to Create an Identity for a Brilliant Career
by David Andrusia and Rick Haskins
The Dip: A Little Book That Teaches You When to Quit (and When
to Stick) by Seth Godin
Made to Stick: Why Some Ideas Survive and Others Die by Chip
Heath and Dan Heath
Make a Name for Yourself: 8 Steps Every Woman Needs to Create a
Personal Brand by Robin Fisher Roffer
The No Asshole Rule: Building a Civilized Workplace and
Surviving One That Isn't by Robert I. Sutton
What Got You Here Won't Get You There: How Successful People
Become Even More Successfulby Marshall Goldsmith and Mark
Reiter
Website Extra Creditwww.garrreynolds.com
From Garr: Once you formulate your brand, it will serve as the
basis for everything that connects people to your brand, both
logically and emotionally. Brand is soul deep. Your image is
important, of course, but an image is just a reflection of your
brand and your core values. Remember: the idea of branding yourself
goes far beyond promotion and marketing yourself to others.
personalbrandingblog.wordpress.com
The goal of personal branding is to be recruited based on your
brand, not applying for jobs.-Dan Schawbel of Personal Branding
Blog
www.fastcompany.com/magazine/10/brandyou
This article The Brand Called You is one of the most informative
article that we have been able to find. From the article,
Regardless of age, regardless of position, regardless of the
business we happen to be in, all of us need to understand the
importance of branding. We are CEOs of our own companies: Me Inc.
To be in business today, our most important job is to be head
marketer for the brand called You.
Do Good Guides www.DoGoodGuide.com
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A note from the Do Good Guides Founder:I hope you have found
this guide a useful tool as you begin this journey of investing in
your own growth and development. In this economy, is is unlikely
that you will be at one organization for your entire career. As we
become a country of free agents, it is more and more important that
you manage your personal brand. I challenge you to take some time
to think about what your personal brand is and the best way to
communicate that brand. Send me an update and let me know how you
have started communicating your brand. Pretty soon there will be
legions of nonprofit professionals that are as well branded as
Oprah or Michael Jordan. I cant wait to see it.
Best wishes for your future success,
Trista Harris- Do Good Guide Founder
P.S. There are more Do Good Guides to help you become a social
sector guru coming soon. Check back at www.DoGoodGuide.com and send
me your suggestions for future guides at [email protected]
Do Good Guide-Branding Yourself for Personal and Professional
Success
Marketing Your Brand
All of the tips, tricks and points discussed in this guide are
designed to help you build the image you would like to project to
the world. Your specific field of expertise will determine what
skills you learn; however, presentation and etiquette are necessary
for all fields.
Once you create your professional image, market yourself. As
discussed earlier in the guide, participate in professional
networks, put your name out there. If you are posting online or
speaking at a conference, have professional headshots taken for
use. Pay for a variety of photographs, so you do not need to use
the same one every time.
The tips from this Do Good Guide will help you create your
personal brand for the professional marketplace. Days of twenty
year loyalty to one company or organization are gone. It is up to
each of you to look out for yourself, and acquire the skills needed
to help yourself advance in your career.
Do Good Guides www.DoGoodGuide.com