branding u: how to establish a strong professional brand in academia and beyond

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How to Establish a Strong Professional Brand in Academia and Beyond

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Branding U

What is Branding?

Branding is more than a name and a symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media, and especially social media.

- Lisa Buyer, CEO, The Buyer Group

Credibility, Clarity Consistency

MessagingVisualsBrand messages delivers on brand’s promises

Evokes Emotion

Connects with people on an emotional level

Creates Loyalty

Loyal customers come back to connect with brand and support the brand through promotion, volunteerism, and philanthropy

Process by which researchers differentiate themselves to

stand out in the crowded academic space.

1.) Defining your points of differentiation

2.) Showcasing your strengths and impact

3.) Building credibility within key constituencies:

• Peer Nursing Schools

• Other Nursing Researchers

• Internationally-recognized Nursing Organizations

What is Branding?

Definition

It consists of:

1.) Expands your influence

2.) Creates new opportunities to further your research

3.) Generates visibility for you, your causes, and Emory

Why is it important?

3 Reasons:

Branding Effects

Authentic branding is similar to word-of-mouth marketing. It will lead to:

• Professional Advancement

• Awareness for Your Causes

• Personal Fulfillment

Connections Buzz EffectsConversation

Case Study: Sanjay Gupta, MD

• Trusted source for consumer health news

• Promotes healthy living through medical

journalism

• Has generated numerous ventures beyond

medicine

• Broadened impact nationally and globally

Case Study: Neil DeGrasse Tyson

• Known as a thought leader in astrophysics

• Has held faculty positions at Princeton and the

University of Maryland

• Now directs the Hayden Planetarium at the Rose

Center for Earth and Space

• Frequent guest on national broadcasts

• Invited to speak at conferences

• Authored several best-selling books

• Has a radio show and TV show

• Has 3 million followers on Twitter

How does it work?

Develop a Strategic Brand Plan

Identify Influencers Communicate

Measures & Reports

Determine your niche and keep your focus narrow

Find professional organizations, mentors, collaborators, and others to support you

• Launch web presence• Write articles • Speak at conferences • Get involved• Seek awards• Participate in media• Apply for new

opportunities and funding

• Track your progress • Continuously update

your CV• Notify leadership about

your achievements• Build on plan each year

with measurable results

Find your Niche

Communicate

Know Your Brand Messages:

- What’s your 60-second elevator pitch?- Identify your professional brand position and key messages that best resonate with your work

Communicate

Build a Strong Web Presence:

- Launch a personal website- Focus on your Google rankings and results- Contribute to other websites

Communicate

Embrace Social Media:

Find the right mix of channels for you:• Twitter • YouTube• Slideshare• Instagram• Research Gate• See the Social Conversation Prism

Communicate

Write Articles:

Go Beyond the Peer-Reviewed Journal• AJC • Huffington Post• Popular Nursing Blogs• Emory Blogs and Webpages

Communicate

Speak at Conferences:

• Across Emory• For your professional organizations• Seek innovative opportunities (i.e. Ted Talks, Georgia Tech, etc.)

Communicate

Participate in Media:

• Connect your work to what’s happening today• Get Media Training• Always Be Ready for an Interview• Can your research be related to pop-culture?

Case Study: Jack Andraka

• Became an internationally-recognized cancer

researcher at age 15

• Created pancreatic cancer biomarker test that is

90% accurate

• Gives international research presentations

• Has received research funding

• Featured on ABC World News, CNN, BBC, Fox, etc.

Case Study: Jack Andraka

Case Study: Ken Hepburn

• Is a nationally-recognized expert on Alzheimer’s Disease

• Maintains joint appointments with the Alzheimer’s Disease

Research Center and Emory School of Medicine

• Gives international research presentations

• Has received research funding

• Has received major awards and media coverage

Case Study: Ken Hepburn

The Strategies

1. Stay true to your passions

2. Highlight your strengths

3. Know your weaknesses

and develop an action plan

to improve them

4. Market yourself

5. Use Emory’s resources

6. Take risks

7. Be confident

1. Be shy2. Turn down opportunities3. Miss deadlines4. Show up unprepared5. Be afraid of the internet and social media

DO’s DON’Ts

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3/29/14

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