Your Virtual Brand: 3 Tips to Be More Than an Avatar While Teleworking

I know brand is a charged word that doesn’t ring of authenticity for many people. To me, brand is about making it easier for folks to know who you are, what you stand for, what you excel at, and how you add value. Brand is about making sure the external packaging reflects what’s on the inside. Simply put, brand is about being more authentic to others, more quickly.

Back in BC (before COVID), I constantly saw material on brand development and heard folks talk about it. From a consulting standpoint, we’d “suit up” for a big client meeting, talk about executive presence to new hires, and send newly promoted managers off for a formal headshot. Now we have a post-COVID “dress for your day” dress code. (Have to say, I like facilitating online wearing tennis shoes rather than heels.) Many of the traditional branding concerns are irrelevant now, and I hope many stay gone. Being able to work more casually—in tone and attire—is great. It seems like more of a level playing field with greater collaboration. You don’t need a costly wardrobe. The powerful corner offices are gone. Every CEO or Division Lead at some point talks on mute. Pets, children, and loved ones insert themselves into a meeting. Our common humanity shows.

While our commonality seems to have emerged in many ways, it’s important that what makes us unique remains clear to our co-workers and clients. As we shift into a new workforce model with telework as the norm, it’s a good time to review your brand. Here are three ways you can bring the best of you into work online:

Get the gear.

Over the past nine months, I regularly joked with my brother that I never thought he’d be a tele-evangelist. You see he slowly installed new technology in the 300 year-old Presbyterian church he serves to keep his community connected—offering worship, committee meetings, and key events online. What began as an emergency set up with his cell phone for a service on Facebook is now a fully integrated system that offers a high-quality remote service that will help the church serve homebound and remote congregants long-term. I share this story to say: if the church is converting, it’s time for you to make the jump too. A few small investments will take your Teams meetings from a 1980’s analog vibe to high-definition digital. Items to consider:

·      Lighting: An adjustable light ring with a smart phone holder and remote control costs about $30. You too can have the “Barbara Walter’s glow.”

·      Backdrop: Look at what’s behind you on the wall and shelves. Do the items represent you and add to your brand story? You love to garden, so have a live plant. You do public relations, feature your Telly Award. You recently graduated, use a branded mug. You are a finance expert, do the books on your shelf reflect that? You hike each year with your kids, frame a photo or map behind you. What surrounds you on camera adds to your brand story, and helps folks connect more easily. Another option is to use the backdrop blur feature which can help hide the uncontrollable elements of working at home, or upload a backdrop photo that is personal to you and applies to your professional brand. If you’re going “au natural” without a photo backdrop, don’t sit in front of a window as the bright external light will generate a shadow over your face.

·      Color: From an interview to a string of work-related Zoom calls, an easy way to stand out and give energy to the participants is to wear a pop of color such as fire engine red, turquoise blue, or orange. If a bright top is not your thing, you can always go with classic black an a red lip or bold scarf.

Say cheese!

I’ve seen my co-workers and clients in much more personal ways with the conversion to organization-wide telework. From a client who always wore a baseball hat with a Muppet or Sesame Street character, a co-worker who brought on their child to share art work, to “furry interns” who sat by the warm computer with its tail floating in/out of the screen shot. Seeing someone as they are, fully in the moment, is meaningful. There is a connection from which you can build a relationship: laugh more, trust more, and do more. This cannot happen if you stay hidden on a WebEx call. Consider the following:

·      When you join a call, start out on camera, make eye contact, and chat like you would if you walked into a conference room. For added value, have a fun fact handy or an open-ended question other than “what did you do over the weekend?” or “what’s new?” to spark more personal interaction.

·      When you speak during a meeting, go on camera so folks can see you eye-to-eye when you make great point and read your body language when you offer a perspective counter to the common view.

·      Use your body instead of an emoji. Offer an on-camera thumbs up and a smile to show endorsement. Give someone an on-camera high-five by shouting “high five!” and quickly moving your open-palmed hand to and from the camera. Wave good-bye at the end of a call.

Update Your Glamour Shot.

When you’re not on camera what does your photo say of your brand? Does the black and white formal headshot seem relevant now? Does your face appear large enough on the photo so someone can see your eyes? Does the background provide additional context about you? For example, my colorful headshot backdrop (made by a friend and local artist) reflects my creative communications background. Is your headshot so glamourized that when you come on camera in your fleece and chin stubble that folks don’t think you’re the same person? I saw one of my LinkedIn connections post about why she changed her photo from a formal suit and makeup look to a casual sweater with a fresh face—she wanted to be the same person all the time.

When all is said and done, the bottom line of brand is that it’s all about you. If how you show up is comfortable to you, you’ll make others comfortable with you. A win-win for better relationships, stronger teams, and meaningful work.

Emily Oehler is a Director and Executive Coach in Grant Thornton’s strategy practice. She is an award-winning TV news producer who helps move leaders and organizations forward to achieve measurable results. (C) 571-289-7234; (E) [email protected]; (T) @EmilyOehler