branding for academics
TRANSCRIPT
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YOU CANNOT NOTCOMMUNICATE.Using branding basics to market yourself and your research
ANU Presentation / July 2017 / Anitra Nottingham Welcome :) You are in the right room
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HI. I’M ANITRA.
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RIGHTMESSAGE.Branding means sending the
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RIGHTPEOPLE.And the right messages to the
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BENOTICED.Goal:
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BRANDING.YOU ARE DOING IT RIGHT NOW.But what messages are you sending?
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BRAND IS NOT SELF PROMOTION.
Glenn Llopis in Forbes Magazine
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BRAND REPRESENTS THE VALUE YOU DELIVER.Glenn Llopis in Forbes Magazine
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VALUE COMES FROM WHO YOU ARE AND WHAT YOU DO.Anitra Nottingham in this workshop
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BULLSH*T.Branding is not always:
And it’s not just for marketing majors.
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RESEARCHBranding can be used to promote you and your
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GOOD BRANDING?Just what is
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AUTHENTIC.Good branding is:
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ONMESSAGE.Good branding is always:
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SPACE
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PHYSICS
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HISTORY
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(LEAVING COMFORT ZONE)
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WHO ARE YOU? WHO NEEDS TO KNOW?HOW WILL THEY FIND YOU?WHY SHOULD THEY CARE?Answering these questions creates a brand strategy.
Effective personal branding starts with knowing
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WHO ARE YOU AS A RESEARCHER?
Question one:
Effective personal branding
To understand this properly we will answer three questions
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WHAT ARE YOURSTRENGTHS?
Exercise One: Questions
List your: personal, research and discipline-specific strengths
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WHAT ARE YOU PASSIONATE ABOUT?
Exercise One: Questions
In a personal, and a discipline specific sense.
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WHAT IS UNUSUALABOUT YOU?
Exercise One: Questions
About you personally, in your discipline, and about you as a researcher
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IT CAN BE ANYTHINGTHINK LATERALLY.
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INSERT YOUR OWN QUESTION HERE…
Exercise One: Questions
Make this discipline specific, it can be anything, including “why do I care?”
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WRITE THIS UP AS A PARAGRAPH.
Take your answers and now
Effective personal branding
The mission statement be short, action focused and future facing
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TRY SIMPLIFYING INTO A STATEMENT
Take your paragraph and
Effective personal branding
The mission statement be short, action focused and future facing
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MISSION STATEMENTI FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.
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KEY WORDS:I FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.
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EDITORIAL VOICE:I FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.
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WHO NEEDS TO KNOW ABOUT YOU?
Question one:
Effective personal branding
Make two lists, one for your research and one for you as a professional
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JOB FOCUSED
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RESEARCHFOCUSED
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MAKE A LIST OF THE TOUCHPOINTS.
How will they find you?
A touchpoint can be digital or physical, to find these make a journey map.
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JOURNEY MAP
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FOLLOW THE USER AND WRITE DOWN EVERY PLACE THEY ENCOUNTER YOU.
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THIS WILL SHOW YOUWHAT MATERIALSYOU NEED TO GET YOUR MESSAGE OUT.
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NOW FOR THE VISUAL INGREDIENTS.
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YOUR STRATEGY MAKE CHOICES BASED ON YOUR STRATEGY
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CHOOSE A BASIC BIZ CARD TEMPLATE.
Fire up Canva and then
Making a business card
This is the framework, we will use the strategy to adjust typeface and color.
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CHOOSE A TYPEFACE
Making your identity starts with
Making a business card
Look again at your mission statement, and consider your discipline norms
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SerifSans SerifScriptDisplayEach sends a different message, the choice should align with your strategy
Making a business card
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DON’T GOCRAZY!
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Anitra NottinghamDesigner, Educator and Writer
When you make a size change make it obvious and only use those two sizes.
Typography rules
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CHOOSE A COLOR.
Next you need to
Making a business card
Color has meaning, which is both individual and culturally assigned
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USE YOURFEELINGS
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CHOOSE A SYMBOL AND/OR IMAGE.
This is optional but recommended if you can
Choose something that represents you, or your discipline
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MAKE YOUR RESUME MATCH
You now have all the ingredients to
Effective personal branding
Use the same typeface/color and you can include your brand image if you like.
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Anitra Nottingham / Designer / Educator / Writeremail [email protected] phone +61 0421 148 604 web anitraland.com
Summary
> Leadership, management and budgeting expertise
> Academic administration and curriculum development expertise
> Qualitative and design research skills
> Experienced online and onsite design teacher
> Hands-on print design and production experience
> Knowledge of HTML/CSS and UX design processes
> Fluent in Adobe Creative Cloud and Microsoft Office applications
> Strong written, verbal and presentation skills
Education
BA / Graphic Design / Monash University Australia
MPhil / Graduate School of Education / University of Melbourne Australia
Professional Experience
Online Director, School of Graphic Design / Academy of Art University / San Francisco / 06.05 – Current
The Academy of Art University is an accredited private art college in San Francisco. Reporting to the Chair
of the Graphic Design School, I lead a fully remote team of four, and an adjunct team of 38 (or more) each
semester. I am responsible for smooth operation of the online BFA and MFA programs, which mirror the
onsite School of Graphic Design. This position requires innovative thinking, problem solving, diplomacy
and excellent time management skills. Duties:
> Recruit and manage all of the online faculty for the School of Graphic Design
> Develop and manage curriculum for all online graphic design classes
> Maintain the consistency and quality of the online student experience
> Advise continuing students and review entry applications
> Resolve all student and instructor issues and disciplinary matters
> Build and maintain relationships within AAU’s 24 schools of art and design, the executive office,
the online learning design and production team, and the outside design community
> Manage and chair student review committees and supervise all graduate student thesis work
> Teaching load: 12 hours per semester across the graduate and undergraduate design programs
> Subjects: research methods, typography, history and various intermediate and advanced design studios
Design Manager, Creative Services / Intuit / San Francisco / 03.05 – 03.06
Intuit is the market leader for financial software brands including Quicken, TurboTax, and QuickBooks. I was
promoted from senior designer to lead a design team of eight local and remote, reporting to the Director of
Marketing Services. I was responsible for the consistency of brand experience, as well as the accuracy and
timeliness of all materials created by the Creative Services Team. Duties:
> Point of contact for the design and branding of corporate marketing and communication materials
> Presented design solutions and proposals to internal clients from executive-level to individual contributors
> Built and nurtured relationships with clients, vendors and in-house partners
> Directed and managed all freelance contractors
> Conducted salary and performance reviews
> Scheduled and managed studio workflow
> Controlled the Creative Services Department budget
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SKIN YOUR ONLINE CHANNELS.
Taking your brand online
Effective personal branding
You now have all the ingredients you need to do this work.
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MATCH HEADSHOT TODISCIPLINARY NORMS.
Everyone needs a headshot
Effective personal branding
Go off script if your strategy demands it.
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DESIGNERSWEAR BLACK
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CREATE A SLIDETEMPLATE
Every researcher definately needs to
Making a slide template
As a student you do not have to use your institutions template, but do use the logo.
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USE AS FODDER
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SHARE THEIRWORK?
Does anyone want to
Show and tell time:
No judgement, this is a safe space :)
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QUESTIONS? COMMENTS?
Does anyone have any
Signing off
Hands up!
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GO AND USE YOUR BRAND FOR GOOD :)
I hope that this has been practical and useful
Thanks for listening!
Find all my stuff at my website — anitraland.com