Guest post by Kim Dority – part 2 of a 2-part series on Professional Brands [Editor’s Note: The original article focused on your brand for traditional employment/career success. I have added notes for applying this information to your online/blogging career, designated with the “Editor” preface.]
Read part 1 – Build Your Professional Brand for Career Success

Having a strong, positive professional brand will open up opportunities for you throughout your career. Having a bad professional reputation, however, can sabotage your career in countless ways. Are you guilty of any of these brand-damaging behaviors?

Burning bridges with previous employers.

Had it with your job? Resist the urge to simply tell everyone what you think of them and then stomp out the door. No matter where you live or what profession you’re in, assume it really is a small world, and your unprofessional behavior may come back to haunt you in the future.

Editor: Don’t blast out a blog post or tweet letting everyone know just what you think about a particular brand or company. Instead, think about turning the experience into a productive blog post for your readers to learn along with you…without naming names.

Over-sharing photos online.

Yep, it may be fun to post Friday night’s bar-hopping escapades on your Facebook page, but keep in mind that photos posted online tend to be much more visible – including to potential employers – than you’d imagined.

Editor: Obviously, depending on your personal brand, this may be fine. But, if pictures of you dancing on the bar at the latest blogging conference is not in-tune with your standard online persona, you might want to think twice about them.

Not watching your online words.

Like photos, online communications (think blog posts, comments, association discussion lists, etc.) live on years beyond their original publication. Thinking about starting (or participating in) a flame war? Think twice – how would this look to a potential employer?

Editor: This is something I think the majority of bloggers, particularly women bloggers, know all too well. In our blogging community, it seems to happen all too often. One blog post about another blogger and/or their blog, leads to multiple comments, tweets, and other blog posts. Remember that via search engines, all of your words will live forever.

Sabotaging co-workers.

Word gets out quickly when you develop a reputation as a back-stabber. Play nice – when you help others succeed, they’ll be much more interested in helping you succeed.

Editor: Our blogging community can be a great benefit to each of us. I know that through recent exchanges within my own network, we’ve been able to help each other out with our blogs tremendously. But, it takes everyone playing nice and helping each other out equally.

Being unreliable.

Everybody drops a ball now and then, but if you consistently fail to meet deadlines, deliver papers on time, or show up prepared, you’ll develop a reputation for being unreliable and immature – regardless of how smart or talented you are.

Editor: If you agree to be part of a campaign that has a specific time line, then you need to meet that time line. If you’ll be unable to do so, the professional thing to do is to communicate with your contact for that campaign and provide a new time line that is agreeable to both parties.

Taking credit for others’ or team efforts.

A professional looks for ways to give credit to those who have earned it. If you take credit for others’ work or successes, you will develop a reputation as a selfish, untrustworthy co-worker. That reputation quickly makes its way to bosses and potential employers.

Editor: Give credit where credit is due. If you were inspired by another blogger, then say so. If you worked with someone on a project, then give them the proper credit.

Being difficult to work with.

You don’t want to develop a reputation as the person who’s temperamental, moody, arrogant, negative, or always taking offense at perceived slights. You want colleagues at previous jobs to want to work with you again, and recommend you to their new employers. If “difficult to work with” is part of your professional brand, everyone will find ways to avoid working with you!

Editor: I have heard that PR agencies do talk to each other. If you’re known to be hard to work with on campaigns, word may spread. The same for clients. People look for recommendations and your goal is to be recommended amongst your network and your network’s network.

Neglecting to say “thank you.”

Throughout your career, a lot of people will help you in various ways. Remembering to thank them, especially with a written note, is not just a professional courtesy, it’s how you build a reputation as a conscientious and appreciative colleague. Failing to do so marks you as unappreciative and selfish – characteristics unlikely to contribute to a positive professional brand.

Editor: Even in blogging and other online businesses, thanking those you worked with – as a client, on a campaign, etc. – will be appreciated. And yes, personal handwritten notes are still loved by many, but even an email will go a long way.

Do you tend to think about how your actions might affect your personal brand?

Guest post by Kim Dority – part 1 of a 2-part series on Professional Brands [Editor’s Note: Though this article focuses on your brand for traditional employment/career success, it can be applied to your online/blogging career.]

What’s a professional brand? In the marketing world, a brand is the collective characteristics that the market attributes to a given product or service.

Think about these companies and products: Target, Estée Lauder, and Haägen Daz. You probably associate very specific ideas with each of those brands. For Target, you might think “inexpensive but good quality, family-friendly, a shopping experience that’s fun and upbeat.” For Estée Lauder, perhaps beauty, glamour, a high-quality and expensive luxury. And for Haägen Daz, you may be thinking chocolate, indulgence, high quality, an affordable luxury… okay, and also a gazillion calories, but who cares??!!

Professional Brands… for People

Okay, so those are brands for products. Now think of these people: Secretary of State Hillary Clinton, actress and singer Jennifer Lopez, anti-apartheid activist and former president of South Africa Nelson Mandela, songwriter and singer Lady Gaga, and media entrepreneur Oprah Winfrey.

Each of these people has a very specific brand. That is, they are known to the world for very specific values, passions, skills, and professional competencies. When you thought of them, you probably also had a set of expectations regarding how they might (or do) behave in their various roles and circumstances.

So it is with your own professional brand. A professional brand isn’t about creating a phony “persona” or pretending to be someone you’re not. Instead, it’s about showcasing the best of who you are and the value you provide. Your professional brand highlights the strengths that you want to be known for, and takes the initiative to shape others’ assumptions about your ability to contribute.

What Are the Key Characteristics of a Brand?

There are many different definitions of what constitutes a professional brand, but one way to think about brand characteristics is laid out by authors David McNally and Karl D. Speak in Be Your Own Brand (Berrett-Koehler, 2002). They identified the big three characteristics as competencies, standards, and style.

• Competencies. Not only what you’re good at, but what you want to be known for being good at. What work are you passionate about doing? (If you’re a decent manager, but you hate managing people, you don’t want to build your brand around management competencies.)
• Standards. How do you perform your competencies? Are you known for always beating deadlines, bringing creative thinking to a project, paying attention to all the details, or ensuring the smooth running of team projects? Are you a perfectionist? What level of performance should others expect of you?
• Style. How do you communicate and interact with others? Think about your relations with classmates, co-workers, bosses, customers, etc. Are you generally more casual in your interactions or more formal? A high-visibility contributor or a more reflective, quiet participant? Do you gravitate toward leadership roles, or prefer to be more of a team player? Are you someone who uses humor (when appropriate) to lighten the mood? These are the attributes you would showcase as part of your professional brand.

How Do You Demonstrate Your Professional Brand?

There are a number of ways you demonstrate your value to the world (and potential employers); most important among these are:

• Your language – is it hesitant or confident, cold or friendly, arrogant or supportive, careless or professional?
• Your clothes – do they reinforce the way you want a potential employer, co-worker, customer, or client to think of you? Or do they tell them not to take you seriously as a professional?
• Your contributions – what projects or volunteer work have you done that demonstrate the professional characteristics you want to be known for? (These characteristics could be a commitment to community service, innovative thinking, leadership, artistic ability, etc.)
• Your public communications – on the job or in class, in print, and online.
• Your attitude – are you a positive person? Easy to work with? Comfortable working as part of a team?

What About Building Your Brand Online?

You have all sorts tof ways to boost – or bury – your professional brand online. The social networking sites – for example, LinkedIn, Facebook, and Twitter – are a great way to promote your interests and expertise, or discuss what you’re learning about in school. Or consider writing a blog on a professional topic that interests you or creating a website that provides resources on a topic for which you’d like to be known.

Just keep in mind that you should assume all of your online communications will be visible to – and checked out by – a potential employer. You don’t have to be boring, just try not to do any major damage to your professional reputation!

Why Your Professional Brand is Really Important to Your Career

Having a strong professional brand can help you build the career you want in a number of ways.

• It provides stability in the midst of workplace and economic chaos.  You know the drill: pink slips are flying left and right, companies are changing direction (and staffing needs), entire industries are contracting (and job opportunities along with them.) You may have made a decision that your current job (or employer) is a dead-end deal, and that it’s time to head in a new direction. Having a strong professional brand lays the groundwork for you to land on your feet with a new employer if needed, because you’ve already built a reputation (which they can see online and/or hear about from others) that lets them know how valuable you are.
• It helps shape how people are willing to let you contribute.  If you’re new on the job, and no one really knows you, they won’t know what to expect of you. Should they trust your judgment? Should they give you the important assignments or new opportunities? If you’ve built a track record – a brand – that lets them know you’re smart, capable, and have high professional standards, you’ve gone a long way toward answering those questions for them.
• It positions you in the path of opportunity.  If you’ve done a good job of building a reputation as a strong contributor, you’re more likely to be mentioned by others when new opportunities arise. It’s impossible to tell where a new project may be developing, when a company may be taking a new direction that would be a perfect fit for your skills, or how a start-up is going to need your expertise to take advantage of an expanding market segment. But if you’ve got a great brand that’s visible to a lot of people, it’s a lot likelier that your name will cross paths with those opportunities through people who can connect the dots for you.

Have you thought about your personal brand?

I’m very excited to share with you a new venture that I’ve been working on for months, but that just launched late last night! Ella Media is my marketing and consulting business, through which I’ll be connecting businesses with today’s digital Latina. Ella Media also provides digital marketing and consulting services for large brands, small businesses, and social media savvy women.

If you’re a digital Latina (Latina blogger, social media Latina, etc.) seeking fun campaigns that also value your time, then sign up to be considered for upcoming campaigns!

While you’re at it, how about also connecting with Ella Media?

• follow on twitter
• like on facebook

Why is this a need? You may remember that more and more Brands are Leveraging the Reach of Social Media Latinas. The Latinas in Social Media BlogHer 2010 panel also proved that brands and the PR agencies representing them are interested in marketing to Latinas and many times look to our community for help in doing so. It’s also evident that as bloggers we wish to be compensated for blogging and social media work, so why not work together to bring brands and Latina bloggers together?

I hope you’ll visit Ella Media and sign up. I’m really looking forward to growing my blogging community and expanding it to bring great opportunities your way.

After my post last week, Why Do Bloggers Continue to Work for Free?, I came across a few more blog posts on the same, or similar, topic. It seems several bloggers were on the same wavelength within days of each other. Because these posts have sparked a lot of conversation amongst my friends and blogging community, I want to share the other posts with you so you can get various perspectives.

• The post about Predatory PR I’ve been waiting to write
• Because some things are worth more than a box of cereal
• What the Next Year Holds for Mom Bloggers + Brands That Court Them
• Money Talk: Should Mom Bloggers Discuss What They Earn?
• When and What Should a Blogger Charge for Their Services?

I have been thoroughly enjoying reading the responses, reactions, and thoughts of everyone who has added to the conversation in one way or another – whether in the comments of these posts, on twitter, or via private conversations. There’s still a lot to think about and figure out. Both brands and bloggers have good points, but hopefully, we are all working together to carve out some solutions.

Just today, I received the results of a recent survey conducted by Izea, Inc. The 2010 State of Social Media Sponsorships provides some very insightful information and statistics related to sponsored content and blogging for money. In fact, it also takes compensated tweets into account. Some interesting points I found in the report:

• 53.2% of social media publishers have accepted compensation for sponsored content
• 71.3% of respondents have been approached with offers for cash, products, or other compensation for social media promotion
• 57.6% have engaged in direct sponsorship
• 35% of those who indicated they were PR, social media, and marketing professionals stated they have no awareness regarding the FTC disclosure guidelines

I find the last bullet point quite shocking. I’m surprised that there is such a high percentage of people in the industry that have no awareness of the FTC guidelines. However, it’s great to see that 57.6% of respondents have already engaged in direct sponsorship.

Let’s continue the conversation. What do you think of the information in this report? How about the other blog posts and perspectives? Do you find some guidance in reading such information or do you have even more questions?

This post was co-written with Ana Lilian Flores of SpanglishBaby.

When I began blogging in 2006, it was hard for me to find other Latino bloggers. There were some, but in the last year and a half there has been an explosion in how many Latino-owned blogs are now published. In fact, the Blogs By Latinas directory had only 156 registered blogs in October 2009 and, less than a year later, has added 505 new ones, with that number increasing by the day. I think it’s all very exciting and couldn’t be happier about it.

I’ve been able to meet some amazing bloggers – and particularly women – who I wouldn’t have met otherwise. They are inspiring, smart, and generous. This is something that is not unique to them because they are Latinas, but the fact that they are, provides for an almost-immediate connection amongst us. We are able to relate on various levels, principally on living a bi-cultural life.

But you see, Latina bloggers are outpacing the general market in our growth. According to Sophia Mind, Hispanic women in the U.S. are one of the fastest-growing online demographics, and more than 85 percent of Latinas visit social networks on a regular basis. It makes sense then, that Latina bloggers are now seeing much more interest and engagement from brands and companies. Why? For the same reasons we connect with each other; we are Americans who easily maneuver two cultures – often times two languages as well – and we love our social media, which is perfect for spreading the right message.

Let’s take a look at two companies in particular that have successfully engaged with Latina bloggers: General Mills and V-Me.

This past May, General Mills invited 32 Latina bloggers from around the country – flying most of us to Miami at company expense – to participate in the re-launch of Que Rica Vida, its Hispanic-focused family website. The event was unique in that it was the first time in the blogging world that a company focused so heavily on marketing to Latinas. Through attending, we were able to learn about the brand’s initiatives, connect with other Latinos (bloggers and journalists), and use our social media presence to share relevant information with our various online communities.

In addition to the efforts of General Mills, there is a group of seven influential Latina bloggers who are being sponsored to attend the BlogHer 2010 conference by V-me, a Spanish-language TV network in partnership with public television. This is the first time any media company is sponsoring a group of bloggers at a major blog conference, let alone a group that is culture-specific. It’s a timely decision, as this year, there will be more Latina bloggers at BlogHer than ever before. We will also have a more active role in the conference with the inclusion of the first all-Latina panel session at BlogHer and the Social Fiesta, BlogHer’s first Latina-inspired community party in celebration of Latina and Hispanic culture.

By selecting these seven women, each with their own following and niche expertise, V-me is building a relationship in which the bloggers act as advocates and create awareness for a brand they already know and trust. “V-Me’s partnership with popular American Latina bloggers is a sign of what is to come — the massive recognition by corporations that Latina brand ambassadors are a smart investment in reaching a powerful market that speaks in two dominant languages and thrives in two cultures,’’ said Carrie Ferguson Weir, publisher of Tiki Tiki Blog, an award-winning site about growing up, and living, Latino in the United States.

So, who are these women that have partnered with V-Me? The seven Latina bloggers chosen by V-me to represent the network are:

• Ana Lilian Flores – SpanglishBaby
• Carol Cain – The Adventures of a NYCity Mama
• Carrie Ferguson Weir – Tiki Tiki Blog
• Melanie Edwards – ModernMami.com and 40weeks Plus
• Rory Lassanske – Mamá Contemporánea
• Roxana A. Soto – SpanglishBaby and MimosBlog
• Silvia Martinez – Mamá Latina Tips and Disneylandia al Día

You’ve already heard from some of these bloggers above, but what do the rest of these Latina bloggers have to say about the recent surge in marketing to Latinas? In their own words:

“Marketers and PR agencies are turning their attention to the Latina blogosphere in a big way because they have noticed what a diverse, opinionated and influential group we are. As the Hispanic population continues its upward trend, brands will continue to reach out to bloggers who capture the true spirit of this diverse group and that know how to talk to us in a way that reflects who we are. Such is the case with V-me’s decision to choose seven of the most influential Latina bloggers, each with a voice of our own, to represent them as Ambassadors during BlogHer 10. This is a huge opportunity for us to show how professionally we approach blogging as a career and how far our reach can go.” – Ana Lilian Flores

“I believe that the support of bloggers by major brands and corporations legitimizes and recognizes the work, dedication, passion, and enthusiasm that goes into so many of the blogs out there. Blogs are the products of many creative people, people who inspire, people who support, and people who have something of value to share. When brands support blogs – good, well written blogs- they also help the entrepreneurs and creative writers behind them.

When those bloggers are Latinas, or women of color, they support something more. A voice not often well-represented or heard. I am excited to be a member of the V-Me group not because it gave me a way to get to a conference, but because it gave me an opportunity to stand side-by-side other Latinas who, despite our common culture, represent a variety of interests, lifestyles, and voices different from my own. A difference that was specifically sought out and is enthusiastically supported. Together we represent the differences in our culture on many levels, just as V-Me does. This type of blog-brand relationship is one I hope to see more of in the near future.” – Carol Cain

Are you a Latina blogger? What has been your experience with brands so far? If you’re on the brand or marketing side, what appeals to you about engaging with Latina bloggers?

Disclosure: I attended the Que Rica Vida launch event in Miami, FL as a guest of General Mills. All opinions and thoughts are my own and I was not required to post about the event. In addition, V-Me TV is a sponsor of mine for the BlogHer 2010 conference.

Photos by Dariela Cruz and used with permission.

I was recently asked by Jai of Mami’s Time Out about sponsored blogger events. She is going to be attending her first brand-sponsored event next month and wondered what she should expect. Just like attending a conference for the first time, attending a brand’s event can bring about many questions. I asked around and gathered a few more questions about sponsored events from bloggers like Carrie of the Tiki Tiki. While I’m not an expert, here I give you my personal opinion and experience from having attended brand events in the past.

Dos and Don’ts

Photo from Chromatic

• Do bring business cards. You never know who you will run into at such events. Other bloggers you meet and share your time with during the event, will more than likely want to keep in touch. Various brand/company representatives will probably meet with you at various times during the event and you’ll want to connect with each as they may work for different departments than the folks who initially contacted you about the event.
• Do bring a camera and video camera. You’ll find yourself wanting to document the entire event and of course, there will be plenty of photo opportunities with your new friends. You will also probably have the chance to interview different representatives of the brand or fellow bloggers.
• Do ask questions. Since you’ll be meeting with brand representatives, you have the chance to ask questions about the company, products, services, practices, etc. You can even bring questions that your friends, family, and blog readers might have.
• Don’t act as a company representative. Though you may be asking questions and will probably share information with your readers, you are not a company employee or contractor. They have PR people who can properly spread the message of the brand. You are not their PR person. Unless you have been hired to be a spokesperson or consultant, in which case, then perhaps you are their PR person.
• Don’t be shy. Get comfortable with the other bloggers and get to know them. You’ll be together for quite a bit of time while attending the event. It’ll be more fun if you interact with each other.
• Don’t get caught up in drama. Sometimes sponsored blogger events can bring about drama, especially on twitter. Many reasons can incite the drama: non-supporters of the brand, general objections of sponsored events, and even disagreements about who was invited to the event. Ignore it. Don’t get caught up in it and waste time and energy.

Photo by Lawrence Peregrine-Trousers

Other Questions

Can you hustle your own product or service at a sponsored event?

While I think that blatantly pushing your own products and services might be frowned upon, I don’t see anything wrong with the information being on your business cards and you talking about it. For example, as you network and talk with various people, it’s natural to exchange business cards. This may lead to a conversation about what you do, projects you’re working on, or products you sell. However, if you were to approach people with the sole intent of giving them your elevator pitch, then that’s probably not going to work at such an event.

What if you disliked the event/product? Should you write about it? Is it an obligation?

When you attend a sponsored event, there is no obligation to write about your experience, the products, or the brand. Not for the events I’ve attended, at least. Of course, the brand and PR company hope that you do, since that is one of the reasons they’re bringing you and the other bloggers to the event. However, they’re also bringing you so that you can get to know the brand, what they’re about, and build a relationship for future collaboration.

If you end up disliking the event and/or the brand/product, consider providing feedback directly to the PR and brand representatives. You can tell them in-person even, what it was you think they could have done better.

Do you tell other bloggers you’re talking to that they may be quoted or their experiences referenced? (Ex: When you talk to a reporter, you’re always on the record, but are you with a blogger at an event?)

Honestly, I had never thought about this. I know that I’ve had conversations with other bloggers and phrases like, “Is it ok if I blog about this?” have come up. I think it’s expected that any pictures and video taken during the event may end up on various blogs, Flickr, or YouTube. And, of course people tend to mention the names and blogs of other bloggers they met at the event. But, I’ve found that generally people ask if they can directly quote something you said. Maybe some of you can share your thoughts on this – especially if you have a journalism background.

My best tip? Have fun. The agendas for such events are normally jam-packed and you’ll be bombarded with tons of information about the brand, their latest campaigns, and products. You’ll meet lots of people – from the brand as well as bloggers – and you’ll be trying to take it all in while also thinking of any family you’re away from for the duration of the event.

Pace yourself, get to know others, and have fun. You’ll probably bond well with the other bloggers at the event, and come back home with new friends and new ideas.

If you’ve attended sponsored events, what suggestions or tips can you share for those attending their first event? Let’s hear your thoughts in the comments below.

[top photo source]

Photo by Martin Abegglen

There’s been a lot of buzz recently regarding moms who blog and whether or not we should get paid for hosting giveaways. If you’ve ever hosted a giveaway on your blog before, you know there’s a lot of work involved. And if you don’t know just how much, let me break it down for you. On average, if you want your giveaway to be successful, then for each blog contest hosted, you usually have to:

• Review the items/services.
• Write a blog post, many times including personal images or even video you create.
• Promote the contest via various social media outlets.
• Promote the contest on other blogs and sweepstakes sites.
• Draw a winner.
• Contact the winner.
• Contact the contest sponsor with winner’s information.
• Follow-up with winner and/or sponsor if necessary.

With all the other millions of things that busy moms who blog have going on in their lives (blogging-related or not), that can take a lot of time out of your week.

As many have said, when you’re writing about any product or brand, you’re helping to promote them. It may not be equivalent to the promotion they’d receive on a larger website or on TV, etc., but it’s still promoting them. And, a blog giveaway is promoting them multiple ways. Think about it.

Not only are you writing about them on your blog (which lives forever via search engines), you’re also talking about them on social media. If you tweet about your contest 3 times a day for a week (standard length of a contest), you’re already at over 20 mentions for that one brand. So, for any given blog contest, you’ll probably be promoting that product or brand about 25 times.

Most bloggers do all of that promotion and work for free.

Now, I know that many bloggers do it to increase their page views, or to provide a good promotion to their readers. For many, that’s enough reward. Others feel that receiving the product in exchange for hosting the giveaway, is equivalent to payment. My opinion? In some cases, it might be enough. But, it depends. It depends on your personal situation, what you feel is worth your time, and what you feel is valuable to your readers.

However, if you’re doing all that work in exchange for a $20 product, which you’ll then have to claim on your taxes as income – is it really worth it?

Recently, I was approached about a new blogger program in which this brand was looking to partner with “five influential bloggers” for a giveaway. The program pitch requested that you post on your blog 6 consecutive days, with a total of seven blog posts to be written. This included not only your own giveaway, but also cross-promoting the other bloggers’ giveaways. SEVEN blog posts – one each weekday (two the day of your contest), plus an extra introductory post. That is a lot of blog posts for one particular brand and will dominate your blog.

Of course, I respectfully declined participation in the program and let them know that it was entirely too much to ask of any blogger without it being a compensated or sponsored program. I just could not see myself participating and doing all that work, to then have to claim $200 worth of products on next year’s taxes with no money in my pocket to show for it.

I share all this because I really want PR companies and brands to think about what you’re asking from bloggers before you pitch them. Are you going beyond creating a mutually benefiting relationship with that blogger and taking advantage of the free ad-space?

I also want my fellow bloggers to think about how much work you’re putting into each giveaway and really consider if it’s worth your time. I know I’ve agreed to host contests in the past that in the long-run were not truly beneficial to either my readers or to myself. I’m starting to learn from those mistakes, though. Plus, like I said – whether you host a giveaway and put in all that work for free is your decision and depends on your personal situation. It might be worth it. All I ask though is that you think about it first before responding to the pitch.

P.S. If you happen to know the brand/pitch I’m referring to in this post because you too received the pitch and/or are actually participating in the program, please don’t mention the name in the comments. My purpose is not to slander any given brand, but rather to share my experience so we can all learn from each other.

Extra reading: Show Me the Money by Audrey Binkowski