Personal Branding in the Age of Work From Home (WFH)

How Can I Look Better On Zoom?

6 Steps To Optimize Your Video Presence

By Dave Loomis and Scott Allen

INTRODUCTION

You have a personal brand. You can’t NOT have a personal brand. Whatever you do, whatever you say and whatever you look like are all subjectively judged by others, whether you like it or not. Perception is reality…in life and business. Whether you work in a for-profit, non-profit, Fortune 500, a startup or fly solo, you’ve got a brand. As they like to say in public relations, you can either define your own story or let someone else define it. Not only do you own your personal brand, you have direct control over it and it is directly related to your success.

"You can either define your own story or let someone else define it"

If you thought personal branding was important when you worked in an office full time, it’s arguably more important now if you’re working from home. Even if you’re easing back into a part-time office routine, there’s a good chance things will never be the same. You’ll have to make the impression you want on video. So, everything that appears in that video will contribute to your personal brand.

We get it. You’re already sick of Zoom, WebEx, Microsoft Teams and Skype meetings. Join the club. Your team may have started turning off the camera for some meetings like my clients. There are clear limitations to the current technology and multi-participant meetings on video don’t allow the free-flowing conversations we prefer. Rest assured, the current software providers – and many new ones – are working on enhancements that are sure to improve the experience. For example, check out the new Together Mode.  It probably won’t be long until we’re all gathering in virtual reality meeting rooms. Get used to the term, “extended reality.” The point is, “you on video” is here to stay. So you need to optimize your video presence.

Before jumping into how to improve your video presence, however, we need to back up. Like any tactic, there needs to be a strategy driving it; otherwise, you’re putting the cart before the horse. In Alice’s Adventures in Wonderland, Lewis Carroll’s Cheshire Cat says “if you don’t know where you’re going, any road’ll get you there.” It's the same thing with personal branding and, ultimately, with video presence. You need to decide on a destination to understand what changes to make.

"If you don't know where you're going, any road'll get you there"

So, with this article, we want to help you do four things:

• Define Your Personal Brand
• Write A Personal Brand Statement
• Make The Right Changes in Support of Your Brand; and finally
• Optimize Your Video Presence

FIRST, DEFINE YOUR PERSONAL BRAND

As we said, you already have a personal brand. But let’s assume you want to update it. Everyone has what we call a “personal brand journey” throughout their lives. Understanding and charting that journey can be an interesting and motivating experience.

Your path needs to begin with your own “inner drive” and it will culminate in the right “external perception” for you. Some key questions you need to ask yourself seem more about life than personal branding, but it’s all connected:

• In what direction do you want to go (personally and professionally)?
• What contribution do you want to make?
• How authentic does your brand feel?

The diagram below adds a few additional elements to each of these areas:

For some, thinking through these issues comes naturally. But for many, more concrete steps can be helpful. That’s why we created The 4A Method for updating your personal brand. There are four very clear stages to follow:

• Assessment – about the past and present
• Aspiration – about the future
• Articulation – about your personal brand itself
• Activation – about communication (which is where your video presence and work from home will come back into play)

The diagram below provides a visual guide to each of these steps:

NEXT, WRITE YOUR PERSONAL BRAND STATEMENT

Assuming you make some notes on the topics from these diagrams, what’s next? Your notes might seem like disjointed scribbles, not a personal brand. To organize your thoughts, we’ve developed a simple exercise to construct your own personal brand statement. Whether you work on this quickly or over time, it involves the same six steps:

1.      What might your family, friends and co-workers say is one word to describe you? Write down as many words as you can.

2.      What would your family, friends and co-workers say you are the best at? Write down as many words as you can. 

If you don’t want to guess and have a little extra time, send an email or text to a representative group of those who know you and ask these first two questions. It’s like conducting a personal 360-degree evaluation. We’ve done it, it works and it’s honestly eye-opening (in a good way)!

3.      Who is in the audience for what you do? Write down as many recipient groups as you can.

Essentially these are your stakeholders or target market. Who is your personal brand for, primarily?

4.      Next, add a few aspirational words to each of your first three lists; a few words you WISH people would use to describe you; a few words you WANT people to think you’re best at; and a few groups you HOPE to impact or influence going forward.

5.      Then, go back to your lists and circle 3 words from each list, choosing a realistic mix of “actual” and “aspirational.” Circle three of the words to describe you, three of the words describing what you’re best at, and 3 of the words describing your audiences.

We find it easiest (and valid) to choose two of the “actual” words and one “aspirational” for each of the lists

6.      Finally, put your selections into a format to build your brand statement:

The [Your Name] Brand

I’m known for being [insert your three words]

So I can deliver [insert your three words]

To [insert your three recipient groups]

Everyone’s brand statement is 100% unique because every person is unique. Most importantly, you now have a basis on which to activate and communicate your personal brand. This is the destination the Cheshire Cat suggested you find, so now you can select the road to get there. You can try to live and personify how you want to be perceived. When you’re working at home and appearing on video, you can make sure you exemplify your unique brand.

Don’t be shy about tooting your own horn. This brand statement inspires you to be your authentic self and to envision your brand. So go for it, even it feels a little uncomfortable. You don’t have to share your statement, but if you can’t embrace it yourself, it’ll be tough to reach your personal goals. If you want to remind yourself of your statement, print it, tape it to your bathroom mirror, put it on your computer monitor, or keep it in your wallet or purse. Making dreams a reality involves both articulation and repetition.

"Making dreams a reality involves both articulation and repetition."

Here are our brand statements, just to give you a feel for how they sound. In our cases, these are words others said about us. In a way, the biggest challenge is “owning” how others perceive you.

The Dave Loomis Brand

I’m known for being smart, creative and optimistic

So I can deliver strategic thinking, consensus-building and inspiration

To my clients, community and family

The Scott Allen Brand

I’m known for being curious, funny, and knowledgeable

So I can deliver timely, intriguing, and engaging content

To anyone hoping to make a difference.

NOW, MAKE CHANGES IN SUPPORT OF YOUR BRAND

We’ve spoken to hundreds – and probably thousands – of people, giving them some form of the following advice: 

• Marketing is everything you do
• Everything you say reflects your brand
• Everything you wear says something about you
• Every action you take defines you
• Others DO, in fact, judge a book by its cover
• Making conscious decisions about how you come across is not being fake, it’s being smart
• It’s easier than you think to update your personal brand quickly
• You can start today

Start by becoming more aware of yourself. Imagine you’re someone in the target market for your brand. Imagine what they might see and hear from you. You can even ask a few people for their honest advice. “Tell me, how am I coming across?” “Do you have any suggestions?” We ask these questions all the time of others after we have meetings or presentations. We value that input and make ongoing improvements. For all of us, our brands are a journey.

Some questions to ask yourself when undertaking this self-observation include:

• Attire: What do my wardrobe choices say about me to others? Am I communicating that I’m casual, creative, serious, buttoned-up? What does my brand statement say? How could my choices support that statement?
• Personal Grooming: Is my hair groomed and neat? Have I created a look that reflects the vibe I want to give off? What do my teeth say? Do I smile enough and, when I do, are my teeth clean and bright?
• Accessories (glasses, jewelry, etc.): What do my glasses say? What do I want them to say? Does my jewelry reflect who I am and how I want to be seen?
• Surroundings: What does the background others see on Zoom calls say about me? See below for details
• Presentation: What does my delivery style and skill level say about who I am? See below for details

FINALLY, 6 STEPS TO OPTIMIZE YOUR VIDEO PRESENCE

The topic of “surroundings” and “presentation” are packed full of more subtle (and not-so-subtle) details than you might think. We’ve learned a lot over the years, much of which we’ve taught and shared via books, videos, podcasts, and even AI-based tech. But we’ve encapsulated the big topics to provide a starter list of practical tips you can apply immediately.

So what goes into your online brand? We used to think of it as just our words – mostly social media posts. But the wide adoption of video meetings means it now includes our physical presence. We’ve come to learn there are several key considerations whether you are a presenter or a participant. Everything we do helps us live into our brand statements or detract from them.

"Everything we do helps us live into our brand statements or detract from them."

Like other parts of this post, you might disagree with some of what we suggest. The key is this: Be intentional about your decision making. Living into your brand statement takes deliberate thought and design. Here are five design considerations as you think about crafting external perceptions of you.

1.       Design Your Setting

We feel strongly that your setting is the new first impression. Is your environment a spare room? A poorly lit basement? Your bathroom? Your laundry room? Are half-dressed humans walking around in the background? Sure, chuckle… but we have seen these backgrounds and happenings in recent months. Again, be sure it aligns with your desired brand. If you are using Zoom background, purchase a $20 green screen and eliminate the “ghostly figure” vibe. Unless, of course, that aligns with your brand, in which case, go with it. Please turn off the ceiling fan!

2.       Design Your Technology

If you are presenting from home, strongly consider investing what you can to ensure your technology aligns with your brand. Consider your internet connection (connect via ethernet cable if possible) and visit www.speedtest.net to ensure that you have the fastest possible speed. Consider your lighting. Purchase a LumeCube or Softbox lighting to ensure people can see you. Purchase a microphone - Scott uses an ATR-2100, and it works great. Finally, ensure that you have quality earbuds or a headset.

3.      Design Your Look

Norms around dress have changed in an online environment. It’s the same question, though. Does your dress align with your brand? If so, it will compliment your outstanding technology and well-designed background. Again, we have seen many “missed opportunities” over the last few months - senior leaders who look disheveled and ungroomed. Combine that with a dark background, and general befuddlement about everything technology and your brand suffers, and people lose faith.

4.      Design Your Deck

We have two quotes to keep in mind as you design your slide decks. The first is attributed to Blaise Pascal - “If I Had More Time, I Would Have Written a Shorter Letter.” The second quote is by Apple co-founder Steve Jobs - “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.” Don't pack your slides full or words or numbers, requiring your audience to lean forward and squint into their screen. Take the time to get your thinking clean, eliminate noise, add strong visuals, and tell stories that align with your brand. 

5.      Design Your Delivery

There are five basic considerations when delivering your presentation - eye contact, tech literacy, vocal variety, word choice, eliminating space fillers. Let’s quickly take each one:

• Eye Contact: When speaking online, eye contact is looking into the camera - just like your favorite newscaster. Ensure the camera is at eye level and square with your head. People do not deliver the news looking down and to the side.
• Tech Literacy: Take time to learn the various platforms. We have watched YouTube videos and scheduled practice sessions to ensure mastery. Perhaps even assign a co-pilot to help you navigate the technical elements so you can focus on excellent delivery.
• Vocal Variety: Similar to a news anchor, vocal variety is critical. Be intentional and use fluctuations in pace, pitch, pausing, and volume. Remember, you are telling a story. Great stories contain words that breathe life and color into the narrative.
• Word Choice: In combination with vocal variety, choosing the right words will keep your audience with you. Like your attire, the words you use will influence whether you’re perceived as casual or formal, informed or “winging it.”
• Space Fillers: Finally, be aware of what we call space fillers - these are words and phrases we all know well - um, ah, so, make sense, right, and, and everything like that. If you catch yourself, even a slight, silent pause is better than a space filler and retains a polished presentation.

6.      Design Your Participation

Just because you are not presenting does not mean you are not on camera. We’ve had more than one executive mention they scroll through the screens to observe who is engaged. That means that even as a participant, you are building your brand. While being a good participant is common sense, we know how easy it is to turn off the camera, multitask, and disengage. But, be aware that tuning out could damage your brand and as a result, your career.

"Just because you are not presenting does not mean you are not on camera."

For more on this topic, keep an eye out for the book Scott is co-authoring about online presentations. And you may want to read a good article on Zoom Etiquette recently published in the Wall Street Journal.

CONCLUSION

We have no doubt that everyone has the ability to improve their online brand. Of course, you have to care and want to improve your brand, but we can’t help with that. It’s up to you to want it.

If you decide to improve your online brand, start by refining your overall personal brand, even writing a personal brand statement. Take a few tangible steps to make positive changes. Then, turn your attention to your video presence. 

You have the power to project an improved “you” by literally designing your setting, technology, look, deck and delivery. Those all come together – as we said – to work for you or against you.

So, what’s the state of your personal brand? And don’t say you don’t have one!

Dave Loomis is President of Loomis Marketing, LLC, a marketing consulting firm. Scott Allen is the Standard Products—Dr. James S. Reid Chair in Management at John Carroll University. Loomis and Allen have worked together on helping others improve their personal brands, as well as researching the soon-to-be-launched AI-Based presentation software, Captovation.