As our world of work is quite uncertain in many parts of Australia and the world, you are no doubt trying to stay positive, healthy and on top of a new day to day routine. And with working from home and the challenges that can bring, keeping very busy. Yet you do know and I’m sure understand that this could be a great time to learn, update systems and revisit your communication collateral.
If you are a consultant, business owner or leader, do you have the necessary communication tool kit on hand to showcase your personal brand and profile when publicity opportunities arise?
To promote your personal brand, whether that is through podcasts, media outlets or virtual speaking opportunities, you need to have a brand portfolio ready to display not only corporate style but substance. By that I mean – look the part with a polished image and good portrait photo and have a bio with key brand messages on hand ready to distribute to media, meeting planners or producers when it is time to pitch and showcase you.
Have your collateral available on your website for download. It could be in a “private” section with the link available to those who have booked you. Plus a branded USB stick to handout if you have media attending an in-person product or book launch for instance.
Ready to update your profile collateral? Here are my top ten tips to a complete personal brand portfolio.
- A professional head-and-shoulders photograph of you or the key spokesperson for your business in both high and low-resolution digital formats suitable for print publications, annual reports and websites.
- A secondary photo showing a slightly more relaxed personality suitable for internal publications and/or social media.
- A photograph of your signature team portrayed accordingly. Your executive leadership team would be suitably attired and perhaps be photographed in the boardroom. A factory team in uniforms or a creative industry team in stylish outfits and setting.
- A photograph of the external corporate building or an interesting interior office, boardroom or warehouse that looks inviting and professional.
- The business logo in all suitable formats for web and print publication and any other symbols, tag lines or logos associated with the brand.
- High quality photographs professionally styled and shot of all the key products associated with the business. Services industries can prepare for the future with updated images such as a fitness instructor coaching a client or a chef plating food or a consultant photo online or coaching a client face-to-face.
- Create that strong visual identity by determining what makes you or your business distinctive from the competition. Know what your colleagues or your customers say is your greatest strength and come up with a way to portray those brand qualities to make yourself stand out.
- Express your brand with a personal biography of you suitable for media and key stakeholders. Be clear of your attributes and qualities and inject personality into the written description. Have a number of versions – a mini bio or by-line of 40 words, a short bio of up to 200 words and a longer one-page version listing all your background expertise.
- A business biography/backgrounder succinctly expressing the brand and contact details that is suitable for media and key stakeholders. Again a mini bio or by-line of 40 words, a short bio of up to 200 words and a longer one-page version – or fact sheet showcasing the business attributes and background.
- Include your latest media release or media coverage and several talking points for potential interview opportunities. Understand your USP that differentiates you from your competition and know your top key messages aligned with your vision and mission that you include in any internal or external communication.
I do hope these few tips help you create your personal brand portfolio. Learn more in my free video series, NOOK, LOOK, HOOK, 3 Steps to Build a Powerful Personal Brand.
Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She is passionate about helping business executives and entrepreneurial professionals elevate their personal brand, image and professional presence through Appearance, Brand and Communication. Sue’s suite of services delivered through workshops, consulting, coaching and keynote presentations provides a multi-faceted approach to gain high transformation for her clients.