教你15種創(chuàng)建互聯(lián)網(wǎng)品牌的方法15-ways-to-prof課件

Wednesday,August31,2005

R.ToddStephens,Ph.D.15FifteenWaystoImplement

Professional/PersonalBrandingWeb1.0vsWeb2.0WAYSWednesday,August31,2005

R.ProfessionalBrandingWhatisProfessionalBrandingTomPeterspublishedonthistopicinhis1997FastCompanyArticlecalled“ABrandCalledYou”.TheessenceofMr.Petersmessageisthatyouareinchargeofyourbrandandthatallofuscanownsomepartofthemarket.Everyonecanlearn,andeducatethemselvestobecome,atsomelevel,anexpert.ThevastmajorityofknowledgeisavailableontheInternetandifyoulookhardenoughyoucanfindinformationpertainingtoyourspecificsituation.Almost10yearsafterthearticle,themessageisstillbeingspreaddaily.Inaworldofsameness,youneedtostandoutevenifthatpointoflightisfaint.Youandonlyyouareresponsiblefortransformingthatfaintlightintosomethingbigger

andthatcanonlybedonebya

focusedeffortoveraperiodoftime.“Apersonalrepresentationthatrepresentsaskillset,abigidea,abeliefsystem,andvalue-equationthatotherpeoplefindofinterest.Personalbrandingiseverythingyouthatdifferentiatesandmarketyourself,suchasyourmessages,self-presentation,andmarketingtactics”.C.Kupta“PersonalBrandingistheartofattractingandkeepingmoreclientsbyactivelyshapingpublic”-P.Montoya

ProfessionalBrandingWhatisPResumeandCurriculumVita(Universal)1WayOverview15WaysTip…Whenwasthelasttimeyouupdatedyourresume?Lastyear?Fiveyearsago?Basically,ifyoudon’tupdateyourresumeeverysixmonthsthenyoumaybelosingthevalueofyourpersonalmetadata.Whathappenswhenyourmetadatagoesoutofdateinthethisnewworld;yourvalue-addgoestozero.Theresumeisasnapshotintimewhichisconstrainedbyapagelimitimposedbytradition.Forthosethatpublishalot,thismayseemlikeahindrance..TheCVistheacademicequivalenttotheresumewiththemajorexceptionthattheCVhasnopagelimit.Infact,mostpeoplepridethemselvesonthelengthandworkveryhardatextendingit.TheCVisobviouslymorecomprehensivethantheresumeandpresentsaccomplishmentoverthelonghaul.Moreimportantly,theCVprovidestheprofessionalanotherwayofreviewingtheprogressionofyourcareer.Don’toverlookthebenefitofdoingbothaResumeandaCVaspartofyourbrandingprogram.Reviewthemquarterlyandgradeyourselfonthegrowth.stBasicComponentsEducationResearchInterestsHonorsAwardsExperienceBooksPublicationsPatentsServiceAssociationsObjectivesQualificationsExperienceEducationTechnicalSkillsBusinessSkillsAchievementsMiscellaneousCurriculumVitaResumeResumeandCurriculumVita(UnOnlineWebPresence(Web1.0)2WayOverview15WaysTip…Thepersonalwebsiteisstilloneofthemostcriticalfoundationsofyourprofessionalbrand.Theonlineenvironmentallowyoutomanageyourbrandperception.Theweballowsyoutoarchiveanddisplayyourtrademarks.Websitesdon’thavetobecomplicatedtobeofvalue.Besuretofocusontheusability,graphics,navigation,metadata,pagelayoutandinformationcontent.Whiletechnologycomesandgoesovertime,thesimplicityofdesignneverdoes.Maybeafullscalewebsiteistoomuchtimeandeffort,ifsothensimplycreateablogfromoneofthemanyfreesources.Thekeyistogetthatprofessionalismoutinthepublic.Attheheartofaprofessionalrepresentationistoseethattheindividualhasdifferentiatedthemselvesfromthepack,adiversesetofskillsandtalent,andahistoryofdelivery.Ifyoucancommunicatethatinasimpleandconcisemannerthenyouareatthetopofyourgame.Designandusabilityarestillcriticalinestablishingyourcredibilityandtrustworthiness.Investthetimeandmoneytoensureyourwebsiteisprofessionallooking.WhoisdoingitRight!ndOnlineWebPresence(Web1.0)2ProfessionalWeblog(Web2.0)3WayOverview15WaysTip…Weblogsorblogshavebecomesoubiquitousthatmanypeopleusethetermsynonymousfora“personalwebsite”(Blood,2004).UnliketraditionalHypertextMarkupLanguage(HTML)webpages,blogsoffertheabilityforthenon-programmertocommunicateonaregularbasis.TraditionalHTMLstylepagesrequiredknowledgeofstyle,coding,anddesigninordertopublishcontentthatwasbasicallyreadonlyfromtheconsumer’spointofview.Weblogsremovemuchoftheconstraintsbyprovidingastandarduserinterfacethatdoesnotrequirecustomization.Weblogsoriginallyemergedasarepositoryforlinkingbutsoonevolvedtotheabilitytopublishcontentandallowreaderstobecomecontentproviders.Theessenceofablogcanbedefinedbytheformatwhichincludessmallchunksofcontentreferredtoasposts,datestamped,reversechronologicalorder,andcontentexpandedtoincludelinks,textandimages(Baoill,2004).AddtoyourBlogorcontributetootherblogseveryday.Stayfocusedonyourtopicorareaoffocusandneverconfusetheconsumerbymixingpersonalandprofessionalcomments.WhoisdoingitRight!rdProfessionalWeblog(Web2.0)3ProfessionalNetworking(Web1.0)4WayOverview15WaysTip…Thetermnetworkingwasfirstusedinthe1500’stodescribetheutilizationoffishingnetsversusthetraditionallineandtackle.Whattheseearlyfishermanfiguredoutthatbyusinganetyoucouldcatchmorefishinashorterperiodoftime;nottomentiontheleastamountofeffort.Networkingisalifelongrelationship-buildingprocessthatdevelopsawiderangeofinterpersonalconnectionsorcontactsthatyoucancontactorcommunicate.Networkingisasocialprocessthatmanyofusarenotverygoodat.Thisisespeciallytrueintheinformationworkerwheretheskillsoftheintrovertarevaluedhigherthanthosewithextrovertsoftskills.Networksactasakindofinformal,highlycustomized,personal‘knowledgebusinessyellowpages’,providingahandyexperttofillinthebrain-poweredworkersknowledgegap.Thefirststepistostartwithpeopleyouknowwhichmightincludefamily,friends,associates,andprofessionalacquaintances.Thisisthefunpartofnetworking,soenjoythejourney.SixDegreesofSeparationIn1967,AmericansociologistStanleyMilgram(2001)devisedanewwaytotestthetheory,whichhecalled"thesmall-worldproblem."Herandomlyselectedpeopleinthemid-WesttosendpackagestoastrangerlocatedinMassachusetts.Thesendersknewtherecipient'sname,occupation,andgenerallocation.Theywereinstructedtosendthepackagetoapersontheyknewonafirst-namebasiswhotheythoughtwasmostlikely,outofalltheirfriends,toknowthetargetpersonally.Thatpersonwoulddothesame,andsoon,untilthepackagewaspersonallydeliveredtoitstargetrecipient.Althoughtheparticipantsexpectedthechaintoincludeatleastahundredintermediaries,itonlytook(onaverage)betweenfiveandsevenintermediariestogeteachpackagedelivered.Milgram'sfindingswerepublishedinPsychologyTodayandinspiredthephrase"sixdegreesofseparation."

thProfessionalNetworking(Web1SocialNetworks(Web2.0)5WayOverviewOnlinesocialnetworks,suchasFriendster,LinkedIn,andSpoke1,haverapidlyacquiredmillionsofusersandassisttheminformingnewsocialorbusinesscontactsthroughthosetheyalreadyhave.Theseexistingcontactsareeitherenteredmanuallyorgatheredautomatically,e.g.,fromemail,instantmessaging,andtheweboftrustfordecentralizedcryptographickeys(Adamic&Hogg,2004).Onlinenetworksallowpeopletoexplicitlyarticulatetheirsocialnetwork,presentthemselvesthroughaProfile(interestsanddemographics),postpublictestimonialsaboutoneanother,browseanetworkofpeople,andestablishthemselvesassubjectmatterexpertswithfeaturesandanswersfromLinkedIn.Likeanynetwork,theenvironmentmustbemanagedinordertogainthegreatestvalue.LinkedInnowboasts10millionmembersandisadding120,000perweek.Alongwithmanyotheronlinenetworkingsites,LinkedInprovidesyoutheabilitytocrate,manage,andownyouronlineidentity.15WaysTip…Neverturndownaconnection,theiraddressbookmayproveveryuseful!Thegoalistoconnectwithasmanypeopleaspossible.thOpportunitiesLinkedInFriendsterSpoke1ClassmatesOrkutTribeSocialNetworks(Web2.0)5WayOPublications(Web1.0)6WaythOverviewItseemslikeeveryindustryhasatradejournaloramagazine.Technologymaybetheworstofthebunch,fromDataManagement,toDisasterRecovery;wehaveamagazineforjustabouteverygenreoftechnology.Eachmonth,thesemagazinesproducemoundsofinformationcontributedbypeoplejustlikeyou.Nottomentionthegrowingnumberofonlinemagazineswherefolksarebeggingforcontributedcontent.Thekeyistogenerateaninventoryofpublishablematerialthatyoucanuse.Thisisaloteasiersaidthandone.Therearemanywaystogetpublishedasnotedontheright.Ideally,wewantabalancedportfolioofpublications.Likefinancialinvestments,youshouldneverputallofyoureggsinonebasket.Abalancedportfoliowouldensurethatyoufocusonthemanydifferentlevelsaswellasdifferentcategories.Professionalarticlesaregreatbutacademiconesarejustasimportant.Ataveryhighlevel,professionalpublicationsneedtobesimplifiedandapplicabilitywhileacademiconesneedmorerigor.Thereistremendousvalueinbothofthem.OpportunitiesNewslettersMagazinesJournalsBooksBookChaptersBookReviewsorEditingMonthlyColumnsAcademicJournalsOnlineMagazines/Journals15WaysTip…Usetheelementofreusetoreducetheamountofeffort.Noonesaidthatanacademicorweb2.0typepublicationcouldn’tbeusedasaprofessionalpublicationorviceversa.ReuseistheKey.Publications(Web1.0)6WaythOvPublicSpeaking(Web1.0)7WaythOverviewSpeakinginfrontofagroupofpeopleisoneofthehardestthingswedoinlife.FromTonyRobbinstoyourMinister,everyonegetbutterfliesbeforeaddressingagroupofindividuals.Remember,theattendeeshaveselectedyoursessiontoattend.Theymayhavepaidtoseeyourpresentationbutyoucanbettheywanttoseeyousucceed.Nobodygoesoutandbuysacarinhopesthatitwillbreakdown.Everyprofessionalconferenceislookingforspeakerswithastorytotell.Thehardeststepissimplyputtingtogether20slidesthattellthatstoryandsubmittingit.Byfar,conferencesaretheeasiestmethodofgettingpublished.Thereisalwaysaconferencethatwouldliketohearaboutyourcasestudyorobservedbestpractices.Thereasonissimple;mostprofessionalconferencesarelitteredwithvendorsandconsultants.Theory,products,andresearcharegreat,butwhenyouhaveastorytotell,theworldwillbeatapathtoyourdoor.OpportunitiesLocalCivicGroupsProfessionalConferencesAcademicConferencesCommunitiesofInterestToastMastersReligiousGroupsChapterMeetings15WaysTip…Practice,Practice,Practice.Thereisnosubstituteforthis.Everyprofessionalspeakerspendsanenormousamountoftimeworkingoutthesession.“Ittakesmethreeweekstoputtogetheragoodimpromptuspeech."-MarkTwain.PublicSpeaking(Web1.0)7WaySocialPublishing(Web2.0)8WaythOverviewWhilewearestillveryearlyintheWeb2.0environment,westillhaveaplethoraofpublishingopportunities.Itgoeswithoutsayingthatpeopleprefertobrowsecontentversusactuallyreadingandtryingtocomprehendeveryword.WhileIamguiltyofnotdoingthisverywell,youshouldtrytokeepyou2.0poststoaparagraphortwo.Learntowriteinasuccinct,clear,andeffectivemanner.Ifyoucansayittwosentencesthendoso,wordinessisn’tavirtueintheonlineenvironment.Ifyouhavemoretosaythentrytobreakupyourpostsintomultiplepostswhichwillnotonlyhelpyourreaders,youhelpyourselfbyincreasingthepossibilityofanexternallinkorGoggleresult.Aswemoveforward,otheropportunitieswillemerge.BesuretonoticewhatothersaredoingtobuildtheirWeb2.0brand.Web2.0publishingisrealtime;therearenodelaysforeditingormarketpotential.Web2.0istheperpetualbetaandthatwillmakeallofus,under30,uncomfortable.OpportunitiesWeblogsWikiPodcastsSocialNetworkingRankingRatingIndustryForumsBookMarkingCommunitiesProfessionalNetworksPhotoSharing(Flickr)SlideSharing(S)15WaysTip…Smallcontributionsaddupovertime.Don’texpectthatasinglepostwillmoveyoutheGoogleRank#1.BrandstaketimeandnowtheWeb2.0environmentschangesyourcompetitionexponentially.SocialPublishing(Web2.0)8WTrademarks(Web1.0)9WaythOverviewThechoiceofthetrademarkovertheconventionaltermbrandingisbydesign.Informationworkersthinkofthemselvesasmembersofatrade.Atradeisalongtermprocesswhereskills,competencies,andexperiencescometogethertocreatesubjectmatterexpertise.Thenewworldofbusinessisbuiltaroundambiguity,collaboration,networks,distributedleadership,looselycoupledprocesses,andadispersedworkforce.Formanyintheindustry,thetransformationhasbeenovernightandthemajorityofusarenotpreparedtohandleaworldwithouthierarchalstructures.Thetrademarkisaphysicalrepresentationofwhoyouareasopposedtotheconceptsofbrandingwhicharemoremetaphysical.Generallyspeaking,informationworkersaremorereceptivetothehardelementsofatrademarkversustheemotionalelementsofabrandwhichhasrootsinsalesandmarketing.Historically,trademarkshavebeenassociatedwithprofessionslikethepharmacist’smortarandpestle,theanvilfortheblacksmith,theredandwhitepoleforabarberorthewoodenIndianstatuefortobaccostores.TrademarksVolunteerEffortsDegreesandEducationClassesRolesandResponsibilitiesPressReleasesPatentsandTrademarksPastPositionsProfessionalAffiliationsProgramsandProjectsConsultingIndustryAwardsandDesignatedHonorsCertifications15WaysTip…Youmust,repeatmust,managingthislikeyoumanageyourfinancialportfolio.Don’tpullaClarkHowardandgocheap,spendwhatyouneedtodoinordertocontinuetomoveforwardonyourtrademarkjourney.Trademarks(Web1.0)9WaythOveEnterprise2.0(Web2.0)10WaythOverviewItseemslikewehardlyhadtheopportunitytoperfect1.0when2.0emergedandonceagain,technologyisinthemiddleofitall.WhatwouldEnterprise2.0looklike?Well,looknofurtherthanTimeMagazines“PersonoftheYear”(2006):You.“It'sastoryaboutcommunityandcollaborationonascaleneverseenbefore.It'saboutthecosmiccompendiumofknowledgeWikipediaandthemillion-channelpeople'snetworkYouTubeandtheonlinemetropolisMySpace.It'saboutthemanywrestingpowerfromthefewandhelpingoneanotherfornothingandhowthatwillnotonlychangetheworld,butalsochangethewaytheworldchanges.”Enterprise2.0isaboutyou,yourcollaborativeabilitytocontributetothevastamountofknowledgeintheworldtoday;specificallyfocusingonyourcontributionswithintheorganization.Wearestartingtoseepowershiftfromthefewthatcommandedandcontrolledtheflowofinformationtothemany.Thebusinessimplicationsofthisnewmediaareunclear.Nooneisreallysurewheretherichuserinterfaces,self-service,thelongtail,agility,transparency,andtheemergentcomponentsoftrustaregoingtotakeus.EnterpriseOpportunitiesCorporateProfilesEnterpriseWikiCorporateBlogsCollaborativeTechnologiesSocialTaggingCorporateForumsBookMarkingRSS15WaysTip…Aspowershiftedtothecustomer,powerwillalsoshifttotheemployee.InformationwillflowjustasthetransactionflowedwithEnterprise1.0.Weareenteringintoanewworldthatweareonlybeginningtounderstandandembrace.GetInvolved,Now!Enterprise2.0(Web2.0)10WayMetricsandMeasurements11WaythOverviewWhatgetsmeasured,getsdone!Youneedsomesortoftrackingsystem.Attheendoftheday,thetruestmeasureofyoursuccessishowyoufeelaboutyourself.Buildingupyourtrademarkswillimprovehowyoulookatyourselfandthebeliefinyourabilities.Ifyouthinkyourbusinessisgrowingoryouthinkyourreputationisimprovingthentheeffortwascompletelyworthit.Whetheryoucallitself-esteem,self-confidenceorself-worth,ifyoudon’tthinkhighlyofyourself,youwillstrugglewiththiseffortandtheresults.Inordertoactuallytracktrademarkactivity,wearegoingtoneedtocollectaninventorytypesystemwherewecanlogouractivities.Keepinmind,ifyouarealreadykeepingyourResumeorCVuptodatethiseffortshouldberelativelysmall.Startingwithasimpleinventoryoftrademarksandclassifications,Wecanbegintheprocessofbuildingasimpletrackingsystem.Collectmetricsonamonthlybasisandreviewonaquarterlybasis.WhattoMeasure!Postings,TrackbacksandCommentsInformationContentPageViewsRepeatandUniqueVisitorsTopPagesExternalLinksSearchAnalyticsGooglePageRankingTechnoratiRankingPortfolioInventoryofTrademarksPublicationReferencing15WaysTip…Persistenceisthekey,bigaccomplishmentsaresimplythesummationoflittleones.TrackIt,ManageIt,andDeliverit.MetricsandMeasurements11WayPodcasts(Web2.0)12WaythOverviewApodcastisadigitalmediafile,oraseriesofsuchfiles,thatisdistributedovertheInternetusingsyndicationfeedsforplaybackonportablemediaplayersandpersonalcomputers.Apodcastisaspecifictypeofwebcastwhich,like'radio',canmeaneitherthecontentitselforthemethodbywhichitissyndicated;thelatterisalsotermedpodcasting.ThebasicideaisthatpodcastingisacombinationofIpodandRSS(Casting).AlthoughanIPodisnotrequired,thebsicideaholdstrueofbuildingaaudio(podcast)orvideo(vodcasts).15WaysTip…RegardlessofwhetheryouarepodcastingfromyourbedroomorsoundstudiothereisnoreasonthatyourpodcastcannothaveaprofessionalsoundandfeelWhoisdoingitRight!Podcasts(Web2.0)12WaythOverMetadataRules13WaythOverviewMetadatahastraditionallybeendefinedasdataaboutdata.Metadatacanprovideabundantinformationaboutwhereanassetislocated,whatprimitiveelementsmakeuptheasset,howtheassetwasdevelopedorcreated,wheretheassetisphysicallylocated,whothestewardoftheassetis,and,ofcourse,aninventoryofwhatassetsexists.Scientists,researchers,andbusinesspractitionerscontinuetoredefine,re-scope,andre-purposethebasicutilityofmetadata.Metadataistheinformationyouupdatewhennooneislooking.NooneisgoingtoreviewyourMeta-Tagsonyourwebsiteorthedocumentpropertiesbutyoushould.Kindofliketheoldintegrityquestion.Integrityiswhatyoudowhennooneiswatching;samewithmetadata.Learnthetricksofthetrade.Learnhowtotagyourcontentappropriatelyandcreateeffectivetitlesinyourblogs.Thetimespentensuringthatyourmetadataaccuratelyreflectsyourcontent,thebetteroffyouwillbeinthelongrun.15WaysTip…Besuretounderstandyourareaofspecialtykeywordsandcatchphrases.Theseneedtobeembeddedintoyourmetadataasmuchaspossible.WhereDoYouMetadata?WebpageMetadata(Meta-Tags)DocumentMetadata(Properties)SocialTaggingPageandPostingTitlesClassificationsTaxonomyWebsiteSubmissionsKeywordsDescriptionsAbstractsNamingConventionsFolksonomiesMetadataRules13WaythOverviewWorkthe“ZuesJones”Fringe(Web2.0)14WaythOverviewZeusJonesisaninterestingexampleofanorganizationthathasfullyembracedthefoundationalcomponentsofatrademarkprogram.TheyareacompanythatunderstandsthepotentialimpactofWeb2.0technologiesandtheabilitytocreateviralmarketing.Theystateontheirwebsitethattheybelievethatactionsspeaklouderthanwordsandarededicatedtosolvingbusinessproblemsbyhelpingclientsusetheirmarketingtodothingsfortheircustomersinsteadofjustsayingthingstothem.Insteadofthenormalmarketingeffortssuchasbuildinganonlinewebsite,brochures,andproductannouncements,theyhaveutilizedseveralfacetsofthe2.0world.ZeusJonesmaynotbethefirstpersonororganizationthatoperatesonthefringesoftheWeb2.0areabuttheyarethefirstorganizationthathasgonepublicwithit.Notasatrialballoonbutasanoverarchingcorporatestrategy.15WaysTip…Workthefringesandbewillingtotakerisksinthisnewandconfusingworld.WhataretheyDoing?CreatedaprofileonLinkedIntohighlighttheirpastexperienceandknowledgeCreatedMusicthatcouldbedownloadedCreateddesktopartwiththecompanylogoCreatedcasestudyvideosYouTubeCreatedandcommentedonblogsaboutbusiness,brands,andspecialinterestsCreatedcellphoneringtonesListedgoals&valueson43ThingsEnteredanonlinesewingcontestCreateda“ZeusJones”figureinoneofthelargestvirtualworlds“WorldWarcraft”Madepredictionsat“L”DevelopedRSSfeedstodailyinformationWorkthe“ZuesJones”FringeRealizeThatYouAreLabor!15WaythThediminishingdemandforthetechnologyprofessional(Labor)hasaninverserelationtotheIncreasingDemandforTalent.TalentCompetesonaGlobalScaleWhileLaborCompetesonaLocalScale…

ThinkAboutIt15WaysTip…RenewYourPassion

RefreshYourSkills

Re-InventYourPurpose

Re-ImagineYourWorldRealizeThatYouAreLabor!15SummaryWeallCanCompete!WhoAmI?PublishingOnlinePresenceTrademarksWeblogsNetworkingResumeCVInventorySpeakingEnterprise2.0“Ifyoudon’tlikechange,you’regoingtolikeirrelevanceevenless.”

GeneralEricShinseki,ChiefofStaff.U.S.ArmySummaryWeallCanCompete!WhoAbouttheAuthorR.ToddStephens,Ph.D.R.ToddStephensistheTechnicalDirectoroftheCollaborationandOnlineServicesGroupfortheAT&TCorporation.Toddisresponsibleforsettingthecorporatestrategyandarchitectureforthedevelopmentandimplementationoftheenterprisecollaborativeandmetadatasolutions.ToddwritesamonthlyonlinecolumninDataManagementReviewandhasdeliveredkeynotes,tutorialsandeducationalsessionsforawidevarietyofprofessionalandacademicconferencesaroundtheworld.ToddholdsdegreesinMathematicsandComputerSciencefromColumbusStateUniversity,anMBAdegreefromGeorgiaStateUniversity,andaPh.D.inInformationSystemsfromNovaSoutheasternUniversity.ToddhasbeenawardedfourU.S.patentsinthefieldofmetadataandcollaborationaswellasco-authoredbooksonweb-enabledapplications,opensource,virtualworkspaces,web2.0andcollaboration.Hisupcomingbookwillfocusontheelementsofbuildingprofessionaltrademarkspresentedhere.EnterpriseMetadataBlog:

/blogCollaborage:Enterprise2.0Blog

AbouttheAuthorR.ToddStepheWednesday,August31,2005

R.ToddStephens,Ph.D.15FifteenWaystoImplement

Professional/PersonalBrandingWeb1.0vsWeb2.0WAYSWednesday,August31,2005

R.ProfessionalBrandingWhatisProfessionalBrandingTomPeterspublishedonthistopicinhis1997FastCompanyArticlecalled“ABrandCalledYou”.TheessenceofMr.Petersmessageisthatyouareinchargeofyourbrandandthatallofuscanownsomepartofthemarket.Everyonecanlearn,andeducatethemselvestobecome,atsomelevel,anexpert.ThevastmajorityofknowledgeisavailableontheInternetandifyoulookhardenoughyoucanfindinformationpertainingtoyourspecificsituation.Almost10yearsafterthearticle,themessageisstillbeingspreaddaily.Inaworldofsameness,youneedtostandoutevenifthatpointoflightisfaint.Youandonlyyouareresponsiblefortransformingthatfaintlightintosomethingbigger

andthatcanonlybedonebya

focusedeffortoveraperiodoftime.“Apersonalrepresentationthatrepresentsaskillset,abigidea,abeliefsystem,andvalue-equationthatotherpeoplefindofinterest.Personalbrandingiseverythingyouthatdifferentiatesandmarketyourself,suchasyourmessages,self-presentation,andmarketingtactics”.C.Kupta“PersonalBrandingistheartofattractingandkeepingmoreclientsbyactivelyshapingpublic”-P.Montoya

ProfessionalBrandingWhatisPResumeandCurriculumVita(Universal)1WayOverview15WaysTip…Whenwasthelasttimeyouupdatedyourresume?Lastyear?Fiveyearsago?Basically,ifyoudon’tupdateyourresumeeverysixmonthsthenyoumaybelosingthevalueofyourpersonalmetadata.Whathappenswhenyourmetadatagoesoutofdateinthethisnewworld;yourvalue-addgoestozero.Theresumeisasnapshotintimewhichisconstrainedbyapagelimitimposedbytradition.Forthosethatpublishalot,thismayseemlikeahindrance..TheCVistheacademicequivalenttotheresumewiththemajorexceptionthattheCVhasnopagelimit.Infact,mostpeoplepridethemselvesonthelengthandworkveryhardatextendingit.TheCVisobviouslymorecomprehensivethantheresumeandpresentsaccomplishmentoverthelonghaul.Moreimportantly,theCVprovidestheprofessionalanotherwayofreviewingtheprogressionofyourcareer.Don’toverlookthebenefitofdoingbothaResumeandaCVaspartofyourbrandingprogram.Reviewthemquarterlyandgradeyourselfonthegrowth.stBasicComponentsEducationResearchInterestsHonorsAwardsExperienceBooksPublicationsPatentsServiceAssociationsObjectivesQualificationsExperienceEducationTechnicalSkillsBusinessSkillsAchievementsMiscellaneousCurriculumVitaResumeResumeandCurriculumVita(UnOnlineWebPresence(Web1.0)2WayOverview15WaysTip…Thepersonalwebsiteisstilloneofthemostcriticalfoundationsofyourprofessionalbrand.Theonlineenvironmentallowyoutomanageyourbrandperception.Theweballowsyoutoarchiveanddisplayyourtrademarks.Websitesdon’thavetobecomplicatedtobeofvalue.Besuretofocusontheusability,graphics,navigation,metadata,pagelayoutandinformationcontent.Whiletechnologycomesandgoesovertime,thesimplicityofdesignneverdoes.Maybeafullscalewebsiteistoomuchtimeandeffort,ifsothensimplycreateablogfromoneofthemanyfreesources.