Animation Guild | We are 839 Digital Magazine
Issue link: https://digital.copcomm.com/i/1493292
D E PA R T M E N T 31 KEYFRAME Perhaps you want to move up the ladder to work with the industry's top creatives. Or maybe your goal is to show-run your own series. You're talented, and you work hard. It stands to reason that you will be recognized. Unfortunately, that's not always the case. So what can you do? Think of yourself as a company of one, says Brand Strategist Karen Kang: "You have to say, I am my product. I am my service. How do people find out about me?" The answer is personal branding, which is "really just your reputation," says Executive Consultant Dorie Clark. The goal, then, is to take concrete steps to craft a reputation that can get your name recognized and remembered. CONCEIVING YOUR BRAND Before you start networking and posting on social media, identify how you want to be known. One place to start is jealousy. While the green-eyed monster hardly seems like a logical jumping off point, "the truth is, we're not talking about jealousy in the sense of wanting to bring somebody down," says Clark. "We're talking about looking at what other people have accomplished and identifying the part of your- self that says, 'Wow, I wish I could have that. That's really interesting to me.'" Personal Branding Consultant Goldie Chan recommends making a list of five creatives you admire who are doing what you want to be doing as the next step in your career. Then look at how they developed their brand: "If they're interviewed for an article, how do they express their art? How does that person speak about their career?" This can be a building block for how you eventually express yourself. Next, identify your own strengths and hone in on a couple qualities that really set you apart from others in your field. This goes beyond your job skills since many people out there have those same skills. "Think about your competitive differ- entiation," says Kang. "This can be leadership skills or a strong network. Even your personality." Consider reaching out to people who you know and respect— Kang calls this your closest "sphere of influence." This could be a current boss, former boss, co-worker known for their area of expertise, someone in a professional organization, a committee member where you volunteered, or a former professor plugged into the industry. Ask them what they think your strengths are. This can jog ideas, "or you'll discover, oh my goodness, everyone is saying this about me. I never thought of myself in that way," says Kang. Using the information you've gathered, you're ready to do the assignment Chan gives her branding clients. She has them divide their goals into a Hard Category and a Soft Category. The Hard Category is the actual job goal. The Soft Category is how you want to be known in that job. Do you want to be a brash and dynamic showrunner? A warm and supportive head writer? Return to those people you admire—the qualities they have that appeal to you. Come up with 20 adjectives. Then, narrow it down to three that you will pair with your desired job. This is the seed you will use to begin growing your personal brand. BUILDING YOUR BRAND Once you've done your homework and identified your key strengths and qualities, it's time to start building your brand messaging. Kang suggests starting with your elevator pitch. Introduce yourself, but only in the time it takes to get from the ground floor to the 10th—about a minute. Kang recommends that your pitch contain what you do (or want to do), your value, and the proof of your value (your experience). Honing this pitch will help you focus your message for use in numerous areas, including your website, which is also another opportunity to connect with your sphere of influence. Ask for feedback on what you intend to put your website. You're not only getting expert advice, but you're also creating a network of people who know how you're talking about your- self. As a result, your "story" remains consistent when they talk to others about you. Consistency is key to all aspects of your personal branding, from your messaging to your social media handles. It may sound simple, but for your professional life, use your name. "You want to work toward a situation where you are sought out enough that people in the industry are aware of your name and are asking for you by name," says Clark. A cute or clever handle is fun, but can be difficult to remem- ber, says Kang, adding: "In the end it's your name that is tied to your brand or should be. If they can't remember your name, you'll never get recommended for a job." Another area that deserves attention is the photo you put online. This is "a great way to express your personality and style—and therefore your brand," says Clark. "At a minimum, they should be professional. I've actually seen some people post their wedding photos or beach photos on LinkedIn, which is not a great idea. But it's even better if the photos can capture a unique element of who you are—a signature piece of wardrobe or jewelry, or by showing you laughing or with a SPRING 2023 31