January 2010

William ArrudaWilliam’s Words

By William Arruda

A note from the Founder of Reach Personal Branding.

My top trend in the world of personal branding for 2010 is the explosion of video.

At Reach, we’re delighted to be a part of the effort to use video for career advancement. After all, video provides the best way to truly exude your personal brand (it’s the next best thing to being there!). So here’s what we’re doing to accelerate this trend:

personalbranding.TV (PB.TV)

Today is the official launch of PB.TV. It already contains over 100 videos. It is the definitive, multi-media personal branding resource.

PB.TV features:

  • Personal branding how-to videos.
  • Videos about and from the amazing Reach-Certified Personal Branding Strategists.
  • Audio files from the Reach Personal Branding Interview Series.
  • My Commercial Breaks (we moved them from reachpersonalbranding.com).
  • Videos from guest experts.

Rachel Gogos, our YOUnique Editor, calls PB.TV “the YouTube of personal branding.” We’ll be adding videos every week. Check it out PB.TV and let us know what you think. If you would like to suggest a guest video for us to include, please check out our submission guidelines.

Watch my video announcement here:

YOUnique William’s Words – Video from William Arruda on Video.

videoBIO Partnership

Video is the best tool for representing your brand on the World Wide Web – it can be a real differentiator. Poorly produced videos can work against you. That’s why we are excited about our strategic partnership with videoBIO.

The folks at videoBIO help you produce high-quality videos that enable you to deliver a powerful and complete communication – all at an extremely affordable price. As part of our partnership, videoBIO has incorporated 360Reach into their process to ensure the bios they produce for clients are on-brand. They understand that if you understand your personal brand, you’ll produce a better, more authentic video.

I am truly excited about how video will change the way we build our brands. I leave you with this question: How can YOU best use the power of video to communicate with your brand community and influence those that are making decisions about you?

Rachel Gogos

Editor’s Note

By Rachel Gogos

Have you ever been videotaped? No, a home movie doesn’t count.

I’m talking about being in a professional studio with a camera, lights, etc. It’s a lot more intimidating than it seems if you don’t like to be the center of attention and I happen to be one of those people who doesn’t seek the lime-light. In fact, at my wedding, I did not want to sit at one of those raised tables where all your guests can see you from any spot in the room!

Back to video – it’s the wave of the future. And I like to ride those waves so I recently traveled to NYC to tape my video bio. I worked with Reach’s strategic partner videoBIO. Having been on the other end of video production (i.e.: script writing and helping direct) I thought it would be fairly easy especially since I wrote my own script. I’m confident. Accomplished. Experienced. How hard could this be, right?

Well, sitting in front of bright white lights and having two directors only helped my mind go blank. It’s hard to believe that you can forget lines that you, yourself wrote so easily! The small glass of wine I guzzled just before taping helped calm my nervousness but only made me feel hotter under the bright lights. And the teleprompter didn’t help because I wasn’t wearing my glasses – it never occurred to me that I wouldn’t be able to read a teleprompter.

Only when one of the directors engaged me in a conversation about my business was I able to relax and be myself. The lines came easily. It’s much more natural to speak from the heart than to remember exactly how I wrote something.

I highly recommend producing a video bio. It’s a great way for people to connect with you online. It allows your audience to connect with you in more ways than one. It’s much more powerful than an email, even more than a phone call. Video speaks to multiple senses at once.

Below are some things to think about when preparing and during your video shoot:

  • Decide what to wear – Colors are great. Patterns are good if it’s a large pattern that doesn’t appear too busy. Pick a color that accentuates you and reflects your personal brand. Wear clothes that will look good on a hot summer day or a cold winter day – in other words don’t “date” yourself by wearing a turtleneck. Someone may be watching your video in July.
  • Know who are you speaking to – Who is your target audience? What will resonate with them? Know the answer to those questions before writing your script, and be clear and concise in your message.
  • Be aware of your nonverbal communication – As our Client Programs Manager, Tara Kachaturoff pointed out, non-verbal communications comprises more than 50% of your message. The dialect in a video conveys only 7% of your message.
  • Speak from the heart – Be you. This is what personal branding is all about. Video is an unforgiving medium. It really captures your essence; so the more authentic you can be the easier it will be for you to produce something good. I learned this first-hand!
  • Bring a lint brush – All those little flecks will show up on any dark clothing.
  • Relax – Do what you need to do to feel at ease and centered. The whole process will feel much more natural.
  • Smile – When my 4 year old saw my video she said, “Mommy, why do you look mad?” Take a look at Valerie Sokolosky’s video below for an excellent example of smiling while you’re talking about content you feel passionately about.

My overall experience was positive. The videoBIO staff were great to work with. Pamela French in the Soho studio is a pro. She’s really good at helping draw you out and getting your best side on video. Catherine Fennell, the CEO and founder of videoBIO, is the mastermind behind the business.

For the price, you will likely not be able to produce anything better. And for the experience, you’ll likely grow and feel really good about who you are and what you have to offer. Having done it once, I can’t wait to get back into the studio for my next video installment!

Head over to PB.TV and check out my videoBIO and others from Reach that are Certified Personal Brand Strategists:

Kristen Jacoway

EXUDE Your Brand

By Kristen Jacoway

Online and offline tips on how to grow your brand and make it glow.

My latest Career Inspiration video is filled with heartwarming stories of people who faced rejection and obstacles yet persevered and became very successful. The slide with multiple pictures (on both videos) are some of the inventions that are considered to have had a significant impact in history.

My children (ages 5 and 9) helped with this video by telling me which one of these inventions they thought were most meaningful. That makes this video even more special to me, because my children helped to create it!


Commercial Break

By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

Land Rover

I love this commercial because:

I normally dislike car advertisements, don’t you? There are lots of car ads – and with most of them – you can just substitute one automotive brand for another. But this commercial is different. Try to identify another automobile that could be used in this commercial.

This ad and YOUR personal brand:

Can you string together the things that make you exceptional into one story? That’s what you need to do in video. This is a powerful way to reinforce your strengths, skills and emotional brand attributes in a way that makes them memorable.

To see more of William’s “Commercial Breaks” click here.

Maria Elena Duron

Maria’s Media Methods

By Maria Elena Duron

Move from being just another “someone” in the crowd to expressing your unique strengths! Keep reading to learn new strategies, practical tips and tactics to engage all communication avenues making you effective in reaching your unique audience.

Video Tips & Tools

A picture is worth a thousand words. A video delivers a sampling of your character, competence and communicates passion, drive and professionalism. Below are some facts and information regarding video.

What can you use video for?

Everything that you can show visually about your personal brand, for example:

  • A day in your life.
  • What a person in your profession does.
  • Snippets from presentations.
  • Show what your location or office looks like.
  • Video testimonials.
  • Interview industry contacts, thought leaders.
  • Conference nuggets.

What video formats can you use?

  1. Screencasts – This is a video recording of your screen along with audio. Awesome for “how-to” type videos. For slides, you can use SlideShare.net and include audio. To show your screen, you can use Jing, ScreenToaster, GoToWebinar, GoToMeeting and CoolConferenceLive.
  2. VideoBlog (Vlog) – Informal, quick and focused like a written blog post. Use a Flip camera and the editing software with the Flip or Windows Movie Maker. Or, use a video camera along with a microphone for sound.
  3. WebTV – Like a video blog with a different feel. More editing, music, intro and outro graphics (graphics before and after the video) and has a consistent feel.

How can you use video?

  1. Facebook: Use a YouTube box or Involver.com to create a YouTube application and tab.
  2. Twitter: Twitwall can be used to distribute video.
  3. Create a YouTube Channel – Capture video and upload it to YouTube. Why do I like YouTube? YouTube’s usage and traffic are phenomenal and they are far ahead and first place in traffic count and views. It is also easy to set up a channel!
  4. Live Video – can be streaming from a webcam or Power Point slides:
  • Free: UStream – there is a chat ability so they can hear you and you can hear them and CoolConferenceLive.
  • Paid: GoToWebinar – you don’t even need a microphone, can call in via a land line and show your Power.

Check out my video on PB.TV about “Getting Good on Video”.