May 2010

May 6, 2010: Issue 28

William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.


Ellen vs. Oprah

I was reading about the brands of Ellen and Oprah in a brandchannel.com article – two incredibly strong American brands. According to the article:

“Viewer awareness of “Oprah” and “Ellen” is roughly even”, said Henry Schafer, an executive vice president at Q Scores, which measures consumer preference. “The big difference is, these days, Ellen is a much more likable personality than Oprah,” he told the New York Times.

I like the comparison between these two strong personal brands. They both do the same thing. They are talk show hosts. Yet each is unique. I am a fan of both. They may have similar awareness figures, but Ellen has certainly become a lot more visible over the past several months. Where Oprah is visible in all things Harpo, Ellen’s visibility extends beyond her show.

I read that Ellen was the celebrity that most mothers would be comfortable leaving their kids with. She also has had a lot of press surrounding her new role on American Idol. And of course, she’s great in her commercials for American Express and Cover Girl.

Can the Ellen brand surpass the Oprah brand? Time will tell. What do you think?

Kristen JacowayUsing the Web for Work
By Kristen Jacoway

Whether you’re an entrepreneur or a job seeker learn about the latest and greatest tools to help you succeed.

Recipe for a Great Résumé

As a career and personal branding strategist, I have the opportunity to review many résumés. I see the same, mistakes over and over again and wanted to address the top seven résumé shortfalls. In this article and the next, you’ll learn how to make your resume stand out and shine.

Contact Information: Many people use a header function to enter their contact information. Why is doing this a mistake? Many résumé scanning software systems cannot “read” header and footer information, so the information is missed and could cause you to miss an opportunity!

Email Addresses: I am often surprised at some of the names people develop and list for their email address. I’ve actually seen ones like Ihatemyjob@….com or 2hot@…com. Think about this for a minute. If you are an employer or a recruiter, what’s your FIRST impression of a person that would use this as an email address? I suggest you try to use your first and last name as your email address. Additionally, I also recommend getting an email address that you exclusively use during your job search. Having a separate email address for your job search helps you to track your search activities more efficiently.

No “WIIFM” Paragraph for an Employer: Of course, employers are all tuned into their favorite radio station, WIIFM – What’s in it for me? People in career transition often make the mistake of putting an objective stating what he/she wants with no regard for what it is the employer is seeking. Instead of an objective, you want to use a “Profile” paragraph to introduce your skills and abilities and leverage your personal brand. How are YOU different from everyone else who has the same job title? Relate your profile to the top three to five requirements for which the employer is seeking.

Data Dumping: Are you suffering from “TMI” on your résumé – too much information? Remember, studies show that on average, a recruiter or a hiring manager only takes 10-45 seconds to look at your résumé for the first time. If you’ve included everything you’ve done in the past 30 years, you are data dumping. You need to include the skills and abilities that are relevant to TODAY’s marketplace. Most employers, hiring managers, and recruiters are generally interested in the last 10-15 years since that is what’s relevant to today’s market challenges.

commercialbreak2

Commercial Break
By William Arruda
What can personal branders learn from TV advertisements? Take a break and take a peak.

Sun Herald (Sydney, Australia)

I love this commercial because: I love physical humor. I think this ad is really, really, really funny! I laugh every time I see it – and I have seen it dozens of times!

This ad and YOUR personal brand: If you are quick-witted or funny, flaunt it. Adults like to laugh even though we laugh one tenth as much as children. Humor is truly a powerful tool. If ‘humorous’ is one of your brand attributes, use it! You can learn what your brand attributes are with 360Reach (15-day passwords are free!)

Dr. Nick Morgan

Reach Branding Club Speaker Series
Featuring: Nick Morgan

Date: Thursday, May 13, 2010
Time: 9:00 AM Los Angeles, 12:00 PM New York, 5:00 PM London, and 6:00 PM Paris

CONFERENCE LINE: 1 (218) 486-1616
ACCESS CODE: 726017#

How to Communicate Authentically and Charismatically

What does the latest brain research tell us about how we communicate? It turns out that much of the common-sense beliefs we hold about communication are wrong. In this May 2010 Reach Personal Branding Interview with William Arruda and guest expert Dr. Nick Morgan, you will learn how to “show up” in your business meetings and presentations with authenticity and charisma, and become a more effective communicator. Dr. Morgan will discuss:

  • The single most important communications issues for people in all walks of life today.
  • Recent brain research that has changed the way we understand communications.
  • The 4 steps to authenticity and charisma.
  • Why people need charisma more than ever today to stand out.
  • The top 3 secrets to becoming more charismatic.
  • Why non-verbal communications is far more important than most people realize.

Bio:

Dr. Nick Morgan is one of America’s top communication theorists and coaches and an internationally known public speaker. A passionate teacher, he is committed to helping people find clarity in their thinking and ideas, and then delivering them with panache. Nick has been commissioned by Fortune 50 companies to write for many CEOs and presidents, and has worked widely with political and educational leaders. He has coached individuals to give Congressional testimony, to appear on the Today Show, and to take on the investment community.

Nick’s methods, which are well-known for challenging conventional thinking, have been published worldwide. His acclaimed book on public speaking, Working the Room, was published by Harvard in 2003 and reprinted in paperback in 2005 as Give Your Speech, Change the World. His new book on authentic communications, Trust Me, was published by Jossey-Bass in January 2009.

Nick served as editor of the Harvard Management Communication Letter from 1998 – 2003, and he is a former Fellow at the Center for Public Leadership at Harvard’s Kennedy School of Government. Nick’s communications consulting company, Public Words Inc., was founded in 1997.

LINKS:

  • This site has all the information you need about the book Trust Me: Four Steps to Authenticity and Charisma, including a FREE chapter to download.
  • This site is crammed with useful information on public speaking, communications as well as reviews and video of famous speakers.

COMMUNITY NEWS

SPECIAL: Summer Reach Personal Branding Certification Program & Earn ICF Credit

Course: You’ve asked for it, and we’ve added it! A Summer session of the Reach Personal Branding Certification program has been added to the calendar as a result of high demand.

When: June 8th at 11am ET through July 27th. Two classes will be held during the first week in order to complete the program by August.

Description: The Reach Personal Branding methodology is a comprehensive, three-step process for uncovering, communicating and nurturing your personal brand. It is the result of 20 years’ corporate branding expertise applied to the new world of work and the current challenges faced by entrepreneurs, small business owners, executives, professionals and job seekers.

To Register: Click here.

About the Facilitator: William Arruda’s co-author, Kirsten Dixson of Career Distinction: Stand Out By Building Your Brand will be the program facilitator. A previous participant had this to say about Kirsten, “Kirsten will help you think clearer, faster, and farther—driving results at the level of image and substance, ultimately resulting in more keener messaging, product/service differentiation, and market share.”
~ Lance Lee, PhD
CEO, Agilestar, Inc. and President, Center for Relationship, Silicon Valley

Register by May 25th to save $250 with the coupon code CPBSEARLY. We anticipate that this special summer session will sell out, so secure your spot today. This program is also ICF-approved for 50 CCE units.

Contact Kirsten Dixson with any questions at kirsten@kirstendixson.com or 1 212 537 9120 ext. 3.

———————————-
Congratulations to the latest 81 experts to complete the very popular Reach Online ID Certification Program developed and taught by William Arruda and Kirsten Dixson. The Online ID Certification enables people to use social media and custom web tools to build the brands of their clients online and to coach clients to use the social web to build their personal brand and expand their success.

If you are looking for a coach to help you build your personal brand online, here are the people we recommend:

Susan Kelly Easton, Adrian Silviu Chira, Wendy Terwelp, Lisa Hromada, Paul Copcutt, Tara Kachaturoff, Meg Guiseppi, Susan Chritton, Sheila Goldgrab, Maren Finzer, Randi Bussin, Marcela Jenney, Francine Lamarr, Myriam-Rose Kohn, Sarah Hathorn, Marieke Hensel, Walter Akana, Kathy Vandenburg, Trish Newman, Diana Jennings, Mariana Iosif, Sylvie Dagenais, Makini Theresa Harvey, Deborah Rivers, Nancy Branton, Kelly Welch, Annemarie Cross, Lois Freeke, Jean Cummings, Rachel Gogos, Beverly Harvey, Randa Mufarrij, Jorge Aguirre, Valerie Sokolosky, Elena Simona Gherasim, Mary Rosenbaum, Scott Simons, Jen Bertsch, Sue Brettell, Cindy Kraft, Rob Cuesta, Melina Kunifas, Mary Ann Orzech, Kim Batson, Frantz Cator, Steve Lanza, Deb Dib, Marshall Brown, Sinziana Maioreanu, Bogdon Maioreanu, Louise Garver, Taslim Jaffer-Murji, Marty Weitzman, Margaret Macmillan, Regina Grund, Loretta Peters, Susan Whitcomb, Barbara Safani, Liz Dew, Julie Vetter, Elizabeth Lilley, Susan Guarneri, Beatrice Cuvelier, Bernadette Martin, Ivan Soeria, Megan Fitzgerald, Margaret Batting, Ilana Berenholc, Claudine Vainrub, Kristen Jacoway, Jann Watt, Phil Lovell, Murray A. Mann, Krishna De, Suz Graf, Jordan Anderson, John O’Connor, Patricia Dalpra, Erin Yoshimura, Dorothea Stuart and Paul Bennett.

Congratulations!!

Learn more about the Online ID Certification Program.

Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.

May 20, 2010: Issue 29

Rachel Gogos

Editor’s Note
By Rachel Gogos


Personal Branding – Finding the Roses Among the Thorns

If you’re serious about your career or business, you may want to invest in a personal branding strategist to help you step things up a notch.

Your challenge: you aren’t sure how to find one and figure out who is right for you. You’re clear on some of your goals, which may include understanding your brand better – being able to differentiate yourself, and “packaging” your story – all things that can have a major impact on your success.

So how do you find someone to work with?

In an industry that was rarely discussed five years ago, the declining economy (which forced many people out of jobs) and surge in social media has led many to hang a shingle and declare themselves “personal branders.” There are many people who are providing tremendous value to clients and others who have just jumped on the ‘brandwagon’ with little or no training or experience in the field of personal branding.

Ever wonder what training or educational programs exist to train someone to become a personal brander? What qualifies someone to be a personal brander? Those are questions you would be asking yourself if you went to a new doctor or hired a landscaper. You want to make sure you’re getting quality for your hard-earned dollars.

Here are some ways you can find the right personal branding coach for you:

  • You can do a Google search for “personal branding strategist” or “personal branding” and “entrepreneurs,” etc…. Try getting on Twitter and using their search function. Another approach is to ask friends or colleagues who they worked with if they hired someone to help them with their personal brand. You can also look at popular magazines and newspapers to see if anyone has written about the topic and quoted any experts. Use an approach that you would use to hire a professional for a consulting project or even someone you might hire to help you on projects around the house.
  • Once you have done your research, collect your targets (names of potential personal brand coaches you might work with). If they have been recommended to you by others make sure you do a Google search on them and learn as much as possible.
  • Thoroughly check out their website. Do you like what you see and is what you’re reading well written? Since you’re hiring someone to brand you their brand should look crisp and represent what you’re hoping to gain from a brander. If their brand isn’t clear and strong then you should keep looking. One thing to look for is their own consistent communication about their brand on the web.
  • Does their website speak to you? Do you feel a connection to it? I always check out service professionals websites before contacting them because to me their web image tells me a lot about their self image.

A good next step will be to interview a few personal branders.

Write a brief list of questions. You might want to include questions like:

  • Where/how did you gain your expertise in personal branding?
  • What organization trained you? With how many clients have you worked?
  • What is your personal brand?
  • What differentiates you from other personal branding consultants?
  • What client successes have you had? Can you show me samples of your work?

Once you’ve narrowed it down to a few finalists:

  • Call or email each one and try to set up a time to discuss your project.
  • Once you’re in contact with the personal brander ask them your questions. Almost as if you’re interviewing them for a job (which you are).
  • If you like the person and seem to be connecting with them, ask them for a proposal. Make sure you collect at least two proposals so you can make an informed decision.
  • Once you have collected all your proposals develop some criteria to evaluate them. Things I would look for include…
  1. Is the proposal thoughtful and well done?
  2. Does it have typos?
  3. Does it look professional and does it make sense?
  4. Does the proposal reflect your conversation with the brander?
  5. Is it in your budget?
  6. If you have questions and call the brander to discuss them is her or she accessible?
  7. Does he or she respond to you in a timely manner?

This is the potential branders second example (website is number one) of their work so make sure it has substance and style. You’re hiring a branding expert after all.

Kristen JacowayUsing the Web for Work
By Kristen Jacoway

Whether you’re an entrepreneur or a job seeker learn about the latest and greatest tools to help you succeed.

Recipe for a Great Résumé, Part II

In the last article, I talked about four common résumé mistakes and in this article, I’m covering the three most common pitfalls:

Dating Yourself: Job hunters often say that it’s illegal for someone to discriminate against you based on your age. While this is true, if you are putting dates for everything you’ve ever done, including your high school graduation date, guess what? You’ve given your résumé screener the data to calculate your age. Include the dates on positions with companies that are 10 – 15 years old and then put the remainder of the work experience under “Additional Professional Experience” with no dates. However, if you are applying for a position where you need to show breadth of experience in a certain job or industry, this advice may not pertain to you. Also, don’t put dates on your education. It’s important that you attained your degree not the date you obtained it.

Achievements: Surprisingly, many people do not list achievements on their résumé. Most employers, want to see how you SOLVE problems. What have you achieved? An achievement-based résumé is ABSOLUTELY critical in today’s marketplace.

Your achievements are made up of three parts: the assignment or project description, what you did, and the result. You want to quantify your results where possible (i.e. percentage of productivity improvement, amount of savings captured, and / or amount of revenues generated). Sometimes, you can add a compelling situation, such as a “volatile recessionary period,” to frame the achievement. Here’s an example:

  • Generated $1M in new revenues during a volatile recessionary period by developing XYZ new product and structuring a sales blitz to drive sales during the launch.
  • Additionally, you can list projects that you completed, the result(s), if the project was completed on time, or under budget, etc.

    No Customization: Your résumé is not a one-size-fits-all document. You MUST customize your résumé, making sure it’s applicable to your background and experience. As you customize it be sure to write about the type of position you are seeking. Emphasize areas that directly link your skills to that type of position and de-emphasize the duties or achievements that are not related.

    As you read job postings for positions for which you are interested, note the keywords (noun and noun phrases) they use throughout the listing. Are those keywords on your résumé? One strategy you can use to customize your résumé for a particular position is to interweave keywords in a job posting that are applicable to your background and experience. Why is that important? If the hiring manager wrote that job posting, chances are greater that those keywords will be in the search parameters that he / she utilizes if they are using résumé scanning software.

    Including these elements on a well-formatted, error-free résumé will help improve your career marketing material. Remember, your résumé is not your silver bullet for getting a job. You need to employ multiple job search strategies, especially networking!

    commercialbreak2

    Commercial Break

    By William Arruda

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

    Sony Bravia: Colour

    I love this commercial because: No words. No actors. No product spokespeople. Sony set out to do one thing: convince you of the superior color of their Bravia HDTVs and they did so creatively.

    This ad and YOUR personal brand: Do you know what color best represents your personal brand? You can find out here.

    June 2010 Reach Personal Branding Teleseminar Details

    Date: Thursday, June 10, 2010

    9:00 AM Los Angeles, 12:00 PM New York, 5:00 PM London, 6:00 PM Paris

    There are only 150 spaces for the live call. No need to register, just dial-in early to secure your spot:

    CONFERENCE LINE: 1 (218) 486-1616

    ACCESS CODE: 726017#

    Getting Change Right: How Leaders Transform Organizations from the Inside Out

    Change does not flow top-down, bottom-up, or sideways, but inside out. Real change happens only when people want it to happen; when they feel engaged. Without engagement, you are left with two alternatives: force and failure. Seth Kahan, author of Getting Change Right, challenges you to approach change in a whole new way. In the June 2010 Reach Personal Branding Interview with Seth and William Arruda, you will learn about Seth’s new model of leadership communication and how to:

    • Create rapid, widespread engagement
    • Communicate so people get it and spread it
    • Energize your most valuable players
    • Understand the territory of change
    • Accelerate change through performance communities
    • Generate dramatic surges in progress
    • Break through logjams, and
    • Attain WorkLifeSuccess in the midst of change

    Bio:

    Seth Kahan is an international speaker, trainer, and consultant who has worked with CEOs and senior leaders responsible for large-scale change around the world. He writes Fast Company’s expert blog, Leading Change (SethFast.com), and is a regular contributor to the Washington Post column “On Success” (SethPost.com). Seth is recognized as a Visionary by The Center for Association Leadership and a Thought Leader and Exemplar in Change Leadership by The Society for the Advancement of Consulting.

    An Associate of the Taos Institute, Seth started out as a street theatre performance artist and participated in rites of passage as part of his work. The lessons he learned in these two far-flung fields contribute directly to his success in large-scale, innovative change. Today Seth consults primarily with visionary leaders, who are intent on improving society and humanity’s place in the world.

    LINKS:

    COMMUNITY NEWS

    SPECIAL: Summer Reach Personal Branding Certification Program & Earn ICF Credit

    Course: You’ve asked for it, and we’ve added it! A Summer session of the Reach Personal Branding Certification program has been added to the calendar as a result of high demand.

    When: June 8th at 11am ET through July 27th. Two classes will be held during the first week in order to complete the program by August.

    Description: The Reach Personal Branding methodology is a comprehensive, three-step process for uncovering, communicating and nurturing your personal brand. It is the result of 20 years’ corporate branding expertise applied to the new world of work and the current challenges faced by entrepreneurs, small business owners, executives, professionals and job seekers.

    To Register: Click here.

    About the Facilitator: William Arruda’s co-author, Kirsten Dixson of Career Distinction: Stand Out By Building Your Brand will be the program facilitator. A previous participant had this to say about Kirsten, “Kirsten will help you think clearer, faster, and farther—driving results at the level of image and substance, ultimately resulting in more keener messaging, product/service differentiation, and market share.”
    ~ Lance Lee, PhD
    CEO, Agilestar, Inc. and President, Center for Relationship, Silicon Valley

    Register by May 25th to save $250 with the coupon code CPBSEARLY. We anticipate that this special summer session will sell out, so secure your spot today. This program is also ICF-approved for 50 CCE units.

    Contact Kirsten Dixson with any questions at kirsten at kirstendixson dot com or 1 212 537 9120 ext. 3.

    Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.
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