October 2009

The Reach Personal Branding Newsletter – October 28, 2009

William Arruda

Wiliam’s Words

By William Arruda

A note from the Founder of Reach Personal Branding

Green. I once delivered 14 presentations in two days to journalists in Paris for the re-launch of Garnier Fructis (hence the photo). The presentation was focused on one thing – GREEN.

I know a lot about the color green. You can watch this fun video to learn if green is the best color to represent your personal brand: Is Green the Color of Your Brand?. This issue of YOUnique, however, is not about green – the color, it’s about the green – the movement.

Living in New York, I am constantly exposed to all things green. Surprised? Actually New York City is the third greenest city in the country I’m told. New York’s Mayor Mike Bloomberg has a program to plant a million trees, install bike lanes throughout Manhattan and increase the number of parks and micro-parks in the City’s five boroughs.

The Reach-certified Personal Branding Strategists are also connected to the green movement. Many of them have been extremely busy lately working with professionals who are seeking to secure a job in this burgeoning industry or start green companies. So several of them got together to create a special Career Advice Guide with actionable tips for making your personal brand a little more green.

There is so much valuable insight in the ever-growing Reach brand community and we want to share this wisdom with you. So the Green Careers Guide is the first of many complimentary reports we will be producing (at least quarterly). You can download it here: Green Career’s Guide

I hope this issue of YOUnique will make you think a little greener!

Rachel Gogos

Editor’s Note

By Rachel Gogos

Branding a Green City

Back in the day people who worked in downtown Pittsburgh had to bring an extra shirt to work because as they walked from their car to the office their crisp white shirts would become grey from all the smog and pollution in the air! Once known as the United States’ mecca for steel production, Pittsburgh has reinvented itself into a “green city.” How?? The same way that we would accentuate our own personal brand: figuring out our strengths and highlighting them.

Always on the cutting edge of innovation, Pittsburgh boasts the first LEED-certified convention center in the world (David L. Lawrence Convention Center) and the nation’s largest LEED-certified commercial building (PNC Firstside Center). It is a leader in green buildings and in green building technologies. Many of Pittsburgh’s old industrial sites or “brown fields” have been redeveloped into thriving centers of shopping, housing and commercial office space. The Southside Works is an excellent example of such a redevelopment.

As far as energy is concerned Pittsburgh had the first commercial oil well (1859), the first natural gas pipeline, the nation’s first commercial nuclear power plant, and the origination of air emissions control technologies. Pittsburgh has led the way in powering the world and producing, distributing and conserving energy.

Pittsburgh is a city with a story of successful transformation from “old industry” to new. Much like a city, we can also reinvent ourselves and exude our finer points by being consistent, persistent and true to whom we really are.

Click here to see a video on Pittsburgh’s Transformation from “Rust to Renewal.”

Kristen Jacoway

Exuding Your Brand

By Kristen Jacoway

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

As people are exploring career transition opportunities, one emerging field is sustainability/green jobs. According to Indeed.com “green”/”sustainability” jobs increased over 600% from 2005 through 2009. Interestingly, prior to July 2005, Indeed.com shows that these types of job postings were not available.

The recent economic stimulus bill included $500 million for “green jobs” training, according to an article written by Kent Hoover of the Dayton Business Journal. In the article Hoover reports, “priority will be given to training programs that target low-income workers, the unemployed, and high school dropouts in areas with high poverty rates.”2

To find green jobs, you may want to visit these websites:

www.ecojobs.com, www.greenenergyjobs.com, and www.greenjobs.com

Copyright ©2009, Happy About, Excerpts from “I’m in a Job Search–Now What???” by Kristen Jacoway reprinted with permission


Commercial Break

By William Arruda

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

Garnier: “Take Care” (in English)

I love this commercial because: The last three seconds – when you hear the Garnier tag line, Take Care. I worked with the President of Garnier in Paris to launch the new tag line internally. It’s among the best tag lines ever. It says a lot in just two four-letter words. We decided to use the three circles (green, orange and pink) which follow the Garnier logo to represent ‘take care of yourself,’ ‘take care of those around you’ and ‘take care of the environment.’ Here’s how to say ‘Take Care’ in multiple languages: http://www.youtube.com/watch?v=SpfNc3T5XVw

This ad and YOUR personal brand: How succinctly can you sum up your unique promise of value into a tag line? Where can you use it? Some of the worlds shortest tag lines include: Volvo: For Life, Coke: Enjoy, and Nike: Just do it. What’s your tagline? How succinctly, yet meaningfully, can you express your personal brand?

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

Randi Bussin

A Day In the Life of…Randi Bussin

Edited by Rachel Gogos

A monthly column that brings you up close and personal to a Preferred Personal Brand Strategist.

Geographic location: Boston

URL: www.aspireforsuccess.com

Target Audience: Career reinvention (career change clients), seasoned job seekers that understand the importance of Personal Branding in standing out from the competition and to help achieve career goals.

Began her business in: 2002

Became a brand strategist in: 2008

1. Do you work from home or an office? Tell us about your workspace.

I work from home and have two separate office environments – a lovely enclosed porch where I see clients. It’s filled with bonsai and plants that I tend to off hours. I also have a room off the porch where I house my computer and other office equipment.

2. What is a typical day like for you?

I get up early and prepare for client meetings. Once that is done I switch to “Mom” mode and take care of my 10-year-old daughter, Jacqui. I walk her to school most days to get extra one on one time with her and combine 30 minutes of walking/exercise before I start seeing clients. I see clients from 9:30-3:00. In the afternoons I answer emails, write articles for my blog and catch up on Twitter.

My daughter and I always cook together (I’m raising a Rachel Ray knockoff) and then after dinner we focus on her homework. I read The WSJ while she is reading. After she goes to bed I take I usually read a non-work related book or do some additional exercise.

3. Toughest client and how you dealt with it?

A career change client who had spent many years in one field and could not narrow down what she wanted to do with the rest of her life despite all the self-assessment work we had done. She had a very limited understanding of the business world due to having spent the majority of her career in an artistic field. We had listed 25+ career options for her to explore but none of them seemed to fit.

This part of the process typically takes a month or two for most – it took this client almost six. I helped expose her to many fields she did not know about by providing websites and books. I also helped her identify people to have informational meetings with.

One day, she came into my office and said, “I’ve made my decision. I am going to do X. And I’m going back to school.” It was so fabulous and she is well on her way in her new field.

4. What do you do really well?

I am very good at helping clients pull together disparate data and evaluate their skills, strengths, interests, personal brands and values (things that matter) when considering a full-blown career change. Since I worked in the corporate world, in higher ed (staff and faculty) and have run two businesses, I am able to propose career options and career paths for them that they would never have thought of on their own.

5. What is your favorite part of the day?

Sitting down with a client and helping them to understand themselves better. I just love it when they get why they have been so unhappy or why they are not reaching their goals.