When I used to think about branding or a brand, I would think about design and logo, and a tagline.
But since I’ve recently been given a new role as marketing and outreach coordinator for the library system I work for, I’m thinking about it a lot deeper. This month, I’ve been poring over The XYZ Factor: the DoSomething.org guide to creating a culture of impact, for inspiration and guidelines.
DoSomething.org is a nonprofit that creates opportunities for teens to make change: Run from a digital platform, they consistently crank out meaningful, actionable, and clickable campaigns. DoSomething knows how to develop quality partnerships, and, interestingly, they define their brand by their organization’s internal culture. They place a high value on internal customer service.
If you’re wondering what internal customer service is, well, basically, it’s giving staff and coworkers excellent ‘service’. That’s right–this means all staff and staff contributions are appreciated and celebrated.
If you’re looking for ways to move the needle on your office’s branding, I highly recommend XYZ. If you’re a solopreneur–a business of one–you are your brand, and I’d recommend this book to you, too.
Although I read this for my day job, I’ve translated the takeaways for individual branding, too.
Keep reading for my top three takeaways.
1. Be transparent about goals
Think about your admin team and what it’s sharing with staff. Transparency about organizational goals and progress is ‘one of the best ways to shape employee identity’ XYZ advises. And it’s super-important that staff at all levels is invited to participate in teams, committees, conferences, and presentations.
Solopreneurs: If you’re looking to meet some goals, start looking for professional development opportunities. Attend a conference or workshop. Strike up conversations or message someone in your industry who might have some answers for you. Volunteer to speak at an event. Join a Facebook professional group or become a member of an industry association.
2. Identify your internal culture
Your brand should influence everything you do and say, recommends XYZ. To paraphrase, internal culture should be external culture, too. Staff passions and goals are a big part of this: Learn about each others’ outside passions and invite those qualities into the organization’s brand. Employees should want to be brand ambassadors. Celebrate personal wins on social media channels.
Solopreneurs: Survey your own talents and passions. How can you make these part of your brand? I like to share my food and cooking, reading, nature, and watercolor painting passions on my Instagram account.
3. Make pitching a way of life
Pitch often. Share your ideas with anyone who will listen. All staff should have the opportunity to make suggestions and pitch ideas. ‘The best ideas can come from anyone in the room,’ says DoSomething’s Julie Lorch. Risk-free. Staff should feel free to be their authentic selves.
Solopreneurs: Don’t be afraid to toss around ideas with friends and professional contacts. Quite often, someone you’ve told your story to will have a lead for you. Be friendly, helpful, and talk to your contacts like a pro.
Time to Edit
At my day job in my new role, I’ll be looking to help promote not only a culture of inclusion but I’ll also be looking for ways to encourage creativity and storytelling. For my personal brand, I’ll be looking for ways to be more creative, and for more creative ways to tell my own story.
Do you want some homework, too? Here are a few ways to get started:
- Send out a staff survey to help flesh out your brand’s values and story. Solos–survey your own passions and interests and start sharing!
- Strike up creative conversations with coworkers and contacts more often.
- If you’re not confident in pitching ideas by yourself, get someone else who has your back to help you out
- Join a team, committee, or an industry association or social media group.
Happy editing! Happy new year!
EJT
