Click here to close now.



Welcome!

Agile Computing Authors: Jeev Trika, Elizabeth White, Pat Romanski, Xenia von Wedel, Liz McMillan

Related Topics: Release Management , ColdFusion, Adobe Flex, Agile Computing

Release Management : Article

Personal Branding Checklist

Personal branding is a continual process just as knowing yourself is a continual process

This is a checklist of items you need for an all-encompassing personal branding strategy. Personal branding is the process of marketing and selling yourself as a brand in order to gain success in business. Personal branding is a continual process just as knowing yourself is a continual process. As you grow, so does your brand. The need for personal branding arises from the fact that globalization has increased competition in the workplace. As the wheat is separated from the chaff, if you are left standing, you are left standing with others of good caliber. The playing field is now that much more challenging since your competition is as good as, or better, than you.

To paraphrase David Samuel, the bloke who got me into personal branding after I saw him speak a few years ago; he spoke about of why you need personal branding. His audience was a group from a large telecom:

"If we were to classify people based on aptitude, they are As, Bs, Cs, and Ds. Because of globalization the Cs and Ds have been outsourced. They're gone. All that's left is you. You are now in competition with a bunch of As and Bs. You are now clamoring for attention amongst a talented group of people. How do you now get noticed? How can you shine and be recognized for additional opportunities? How can you be successful when everyone around you is just as talented, or more so, than you? If everyone around you is capable and of A or B caliber, how do you compete with that?"

You build a personal brand and sell it. You sell not just yourself, but your brand, to your superiors, or clients in the case of contractors and consultants.

The same reason people buy Coke instead of Pepsi, or American Eagle instead of Abercrombie & Fitch where the products are extremely similar, is because of the brand. The public perception of the company's product is created and marketed in such a way as to enhance the product, or even be the product. Soda is soda, pop is pop for those of us with less-sensitive taste buds. The similarities end, however, when you compare Coke versus Pepsi. Even taste tests are meaningless; it's the brand that sells it.

Checklist

  1. Know what you want
  2. Be able to articulate what you do
  3. Elevator pitch
  4. Be positive
  5. Have a blog / website / MySpace, or other online presence
  6. Business card
  7. Multiple e-mail addresses
  8. Phone
  9. Signature
  10. Logo
  11. Personal logo
  12. More than one resume
  13. Mentor
  14. Networking outlets / contacts
  15. Wardrobe style
  16. Multiple IM accounts
  17. Alias
  18. Mantra
  19. Speaking and PowerPoint template
  20. Passion

Let's start with some brief definitions.

Checklist Definitions

  1. Know what you want: Identify what you want, and start walking toward it.
  2. Be able to articulate what you do: When someone asks what you do, answer them immediately with a clear, concise, and confident response.
  3. Elevator pitch: Be able to describe who you are and what you do in the time it takes to ride an elevator.
  4. Be positive: Be positive.
  5. Business card: A 3x5 piece of paper or mini-CD that has your personal contact information clearly printed on it.
  6. Have a blog / Website / MySpace, or other online presence: Get your brand online.
  7. Multiple e-mail addresses: Get more than one e-mail address.
  8. Phone: Get a phone.
  9. Signature: Your signature is who you are, your title, and your contact information. You should put this on everything you touch.
  10. Logo: A visual image that positively identifies your brand.
  11. Personal goals: Set goals for yourself that help you reach what you want.
  12. More than one resume: Customize your resume to the potential employer or client.
  13. Mentor: Find a guru and have them teach you.
  14. Networking outlets / contacts: Continually develop your network by attending industry meetings and conferences.
  15. Wardrobe style: When you are going to be near people who you wish to sell your brand to, dress to impress.
  16. Multiple IM accounts: Get more than one IM account.
  17. Alias: Obtain a positive nickname.
  18. Mantra: Collect sayings that enforce your brand.
  19. Speaking and PowerPoint template: Speak about what you do and have a hot-looking PowerPoint template to show.
  20. Passion: Love what you do.

Thorough Definitions
Now, let's get more thorough in our definitions.

1  Know What You Want
The most important thing is to know what you want. If you have a clearly identified target of desire, you can walk that path with confidence.

One of the biggest problems with management is the delegation process; the process where someone in the position of authority asks someone else they are in charge of to accomplish a task. The delegation process is a series of steps that must be followed in order to ensure success. The first step is personal: "Know what you want." If you don't know what you want, you cannot articulate to others how to accomplish the task, because you don't know what it is. You are setting them up to fail because you cannot define success. If you don't know what you want, you'll be walking in aimlessly with no purpose.

Identify what you want, and start walking towards it.

2  Be Able to Articulate What You Do
When advertising a product, people need to be able to identify what the product is to garner context. Sometimes this works in reverse where by not advertising the purpose, you create a mystique that has been proven effective. This doesn't work, however, when you are meeting someone new for the first time, and they ask what you do. Simply saying, "Jesse Warden, man of mystery" doesn't accurately portray what I do. The business world revolves around work. While jobs may decrease, the amount of work will not; there is always work to be done. You are a cog in the machine, whether corporate or independent, and you want to sell yourself as an effective part of that whole.

By giving a clear, concise description of what you do, the other party immediately can identify an applicable value if any. If they are a potential employer or client, you want them to have this clear impression of you. If they don't have an immediate need for your skills, they may later. They will remember you and what you do later if you left a good and clear first impression. "I remember that networking engineer that I met at that conference; she'd be a good candidate for this opportunity."

The interest in what you do is at its apex when the other party asks; be ready to immediately answer, and thus take the most advantage of it. This also sometimes spawns additional conversation, which in turn leads to more rapport-building opportunities.

If you cannot articulate what you do, others will perceive it negatively. It doesn't matter if you're the hottest C++ programmer out there; if the other party doesn't get that from your description, they have no knowledge of that. They'll think things like: "He's some type of developer." If a C++ job comes up, they are more apt to immediately think of the person who accurately described that they coded C++ first.

"What do you do?"

"Yeah, I like do computer stuff..."

versus

"What do you do?"

"I live, eat, and sleep programming in C."

In addition, not being able to articulate what you do presents a host of other negative perceptions. It makes you sound inarticulate. Communication is key in globalization and in business in general. It's a flawed process to begin with; someone who is good at it immediately has perceived value and personified charisma. Finally, trust is conveyed if you quickly and confidently describe what you do.

When someone asks what you do, answer them immediately with a clear, concise, and confident response.

3  Elevator Pitch
Now that you know what to say, how do you say it? You use an elevator pitch. An elevator pitch is a short description of who you are, what you do, and it's spoken in the time it takes to ride in an elevator with someone - usually three sentences. They are designed to be short so you can quickly and effectively describe who you are and what you do. If you meet an important person in passing and are in the elevator, this is one scenario. Another is when someone, who may have a potential opportunity for you, is at a conference or meeting. You could utilize the 20 seconds after the meeting to introduce yourself and create a good, informative first impression in a limited timeframe. It's called a pitch because you are trying to sell yourself to the other person. That also means this can change depending on who you are talking to. Just like sales pitches can change based on the audience and demographic, so to can elevator pitches. It helps if you can figure out a little about the other person before you give your pitch. You often can't, so don't plan on it. If you can, make the most of it.


More Stories By Jesse Randall Warden

Jesse R. Warden, a member of the Editorial Board of Web Developer's & Designer's Journal, is a Flex, Flash and Flash Lite consultant for Universal Mind. A professional multimedia developer, he maintains a Website at jessewarden.com where he writes about technical topics that relate to Flash and Flex.

Comments (3) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
rampersad 08/23/09 11:40:00 AM EDT

Have You Created an Authentic Personal Brand?
In life, as in business, branding is more effective, powerful and sustainable than marketing and sales, and an effective way to best the competition. It’s about influencing others, by creating a brand identity that associates certain perceptions and feelings with that identity....READ MORE

Wendy 06/30/09 01:36:00 PM EDT

Mostly good points.

I disagree with your last statement, "Even taste tests are meaningless; it's the brand that sells it."

Taste does matter and buying decisions are not always based on how the product is being marketed. Taste tests have a place in product development as well as marketing and advertising.

Branding and marketing can be important, but they are not the ultimate basis for all buying decisions.

Yakov Fain 12/25/06 10:56:05 AM EST

Nice article, Jesse!

After reading it online, I noticed a short bio under it, which reads:

"Jesse R. Warden, a member of the Editorial Board of Web Developer's & Designer's Journal, is Flex, Flash and Flash Lite consultant for Universal Mind. A professional multimedia developer, he maintains a website at jessewarden.com where he writes about technical topics that relate to Flash and Flex."

If some hiring manager will read one of your other articles followed by this BIO, s/he may be wondering, "Is Jesse a Flex dude, Flash consultant or a journalist writing for WebDDJ?"

What do you think? Should you brand yourself just as "Jesse Warden Flex developer"? Should you have just one blog that presents you as such? What if you also like biking and would love to blog about it? Are you allowed to have another, personal blog where you will use different (street) language or it may hurt your main brand?

@ThingsExpo Stories
"We work in the area of Big Data analytics and Big Data analytics is a very crowded space - you have Hadoop, ETL, warehousing, visualization and there's a lot of effort trying to get these tools to talk to each other," explained Mukund Deshpande, head of the Analytics practice at Accelerite, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2016' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited t...
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Internet of @ThingsExpo has announced today that Chris Matthieu has been named tech chair of Internet of @ThingsExpo 2016 Silicon Valley. The 6thInternet of @ThingsExpo will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Presidio has received the 2015 EMC Partner Services Quality Award from EMC Corporation for achieving outstanding service excellence and customer satisfaction as measured by the EMC Partner Services Quality (PSQ) program. Presidio was also honored as the 2015 EMC Americas Marketing Excellence Partner of the Year and 2015 Mid-Market East Partner of the Year. The EMC PSQ program is a project-specific survey program designed for partners with Service Partner designations to solicit customer feedbac...
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, provided an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profession...
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm ...
Apixio Inc. has raised $19.3 million in Series D venture capital funding led by SSM Partners with participation from First Analysis, Bain Capital Ventures and Apixio’s largest angel investor. Apixio will dedicate the proceeds toward advancing and scaling products powered by its cognitive computing platform, further enabling insights for optimal patient care. The Series D funding comes as Apixio experiences strong momentum and increasing demand for its HCC Profiler solution, which mines unstruc...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...