What's your story? Creating 'You' as a brand

A few months ago I was in a meeting with a client discussing some employee issues they were having. The president of the company was having a hard time with some of the newer hair styling trends, especially the dyed hot pink strips of hair one of his female employees had.

This particular company is a well established company in a service related industry. and this employee was responsible for interfacing with the general public and clients.

In our conversation the president said,  “To some people, Monica, your nails could be concerning and a little 'out there.'” This was during football season, and because I have a strong sense of pride in my alma mater, Boise State, every football season, from August through December, my nails are a combination of royal blue and orange. I will admit that I’ve had a number of comments over the years on my nails during football season, but this one will definitely be remembered.

Like the employee with the dyed pink hair and me with my orange and blue nails, more and more people are trying to create personal brands that merge with their professional lives. Before we jump head on how to create a personal brand, I think it’s important to understand what a personal brand is and why it is important.

A personal brand is what you want others to know about you and how others “see” you.  It relates closely to your reputation – which is the foundation of your personal brand. Your personal brand is as unique to you as corporate brands are to companies like Coca-Cola, Microsoft and others. While there may be individuals we are similar to, our personal brands are for individuality.

We briefly touched in last week’s feature on why personal brands are important, but there’s much more to possibly landing a job after you have been invited to an interview. A well created and maintained personal brand can affect every area of your life. It can travel with you from job to job and beyond the workplace to volunteer commitments and work in the community. Or if you get the crazy idea like me one day to start your own business, personal brands can be the difference between being a successful entrepreneur or one that is scavenging the streets for any business that comes their way.

Creating a personal brand isn’t easy, though. It takes time and an ongoing commitment. To start creating the personal brand you want others to “see” you have to understand who you are first. Who you are is a combination of the roles we hold – for me I am a Christian, wife – (a veteran’s wife, I might add), mother, daughter, friend, college graduate, business owner, and board member, just to name a few. But my roles don’t solely define who I am – my personality, education, the way I dress, my body language, and life experiences also are major contributing factors as well.  Once you have taken the time to clearly analyze who it is you are, think about who and what it is that you want others to see you as.

How would you want them to describe you? What value to you bring that differentiates you from others?  These are important questions to ask from the beginning to create your personal brand. Keep in mind this is a continual process and rebranding yourself is just as important as the initial creation.

Once you have established what your brand is and what you want it to be, you have to launch your brand. A carefully planned and executed launch is just as important as a carefully crafted personal brand.  Next week’s feature will be the final feature on personal branding, and we’ll take a look at “launching” the new you.

INL honors researchers, inventors for achievements in 2013

A.J. "Gus" Caffrey

The Idaho National Laboratory honored more than 100 researchers and inventors Friday night at its annual recognition event, held this year at the Energy Innovation Laboratory in Idaho Falls.

This was the 18th such reception, and honored the lab's achievements in 2013, including the receipt of 39 new patents, the application for 21 new patents and the submission of 32 new inventions for evaluation. The work that goes on at the lab may be used by U.S. government agencies and also licensed for commercialization.

This year's honorees included:

• Joshua Daw for Exceptional Engineering Achievement,
• Aaron Wilson for Early Career Exceptional Achievement,
• Douglas Porter for Individual Lifetime Achievement in Science and Technology
• A.J. "Gus" Caffrey, Inventor of the Year
• Albert Smith, Technician of the Year

INL is one of the U.S. Department of Energy's 10 multi-program national laboratories. The laboratory performs work in each of DOE's strategic goal areas: energy, national security, science and environment. INL is the nation's leading center for nuclear energy research and development. Day-to-day management and operation of the laboratory is the responsibility of Battelle Energy Alliance.

Potandon Produce, food blogger team up for online promotions

I have seen the future of marketing and it is in a crock-pot.

Potandon Produce of Idaho Falls is partnering with Jenn Bare, host of the GetCrocked.com blog, on new recipe videos featuring Klondike Brands potatoes and Johnny’s Seasoning.

The first video, featuring a how-to for breakfast casserole, went live Feb. 24 on the GetCrocked site and Klondike Brands channels, as well as YouTube. Recipes will be featured in Klondike Brands’ March newsletter to consumers.

In a press release, Potandon said it plans to air video tips by Bare on how to care for a slow cooker, fill it accurately and prevent burning. Those will run throughout the year.

With its headquarters at Snake River Landing, Potandon is the nation’s largest marketer of fresh potatoes, selling such well-known brands as Green Giant Fresh, Klondike Brands and Sunfresh.

Throughout March, Potandon will promote the recipes and tips on social media and give away crockpots to fans and followers. Weekly promotions will run as well on Klondike Brands Web site. The first promotion is an online buy-one-get-one coupon for Klondike Rose potatoes and Johnny’s Seasoning Salt. There is also a $5-off deal on a "Cloudy With a Chance of Meatballs 2" DVD.

This casserole looks really good by the way and I will probably make it, perhaps for brunch.

Tacoma Screw opens Idaho Falls store

Tacoma Screw store manager Shawn Senner escorts a customer through the shelves at the company's new Idaho Falls store, at 1811 North Yellowstone.

Although several staff members are still being trained, Tacoma Screw has opened its 10,000-square-foot store at 1811 North Yellowstone, where Plaza Lanes used to be.

Manager Shawn Senner said the store opened its doors Feb. 17, but that a grand opening won't be until March or April.

This is the Tacoma, Wash.-based company's third store in Idaho (the others are in Boise and Twin Falls). Tacoma has a customer base that includes retail, manufacturing, construction, transportation, aerospace, agriculture, food processing and government. For custom orders, the company has a special fabrication shop.

DocuTech, Artcore Visual Studio, announce partnership

Ty Jenkins

DocuTech Corp., a leading provider of compliance and documentation technology, has partnered with Artcore Visual Studio, an Idaho Falls-based marketing and graphic design company, to build brand presence and awareness.

DocuTech provides compliance services, documentation technology and legal counsel to mortgage industry professionals. Its flagship software, ConformX®, is a web-based program designed to transform an Internet connection into a 24-hour loan origination or closing office.

Artcore offers graphic design, photography, marketing and social media assistance to businesses, non-profits and event organizers.

The partnership between two Idaho Falls companies reflects the commitment each has to the local economy and community, with a mutual focus on recruitment and customer growth, said Ty Jenkins, founder and CEO of DocuTech, in a press release.

Artcore was founded by graphic designer and photographer Dayne Dingman and is run by him and his wife, Michelle, who serves as chief executive officer.