Build Your Brand In Five Easy Steps

(This Post was originally featured on the About.me Blog on 9/14/16)

In the fall of 2012, in order to prepare students for college applications, internships and almost unavoidable career changes, I was asked to create a high school level course focusing on digital citizenship and online communication. The course would formally be titled, Personal Branding and Digital Communication and would provide the tools necessary for students to navigate an ever changing digital environment. At the time, in 2012, not knowing the difference between a tweet and a blog I ventured off into uncharted territory with a background in History and Research and a passion for creating something original, fresh and relevant to meet the needs of diverse students at the North Broward Preparatory School in Coconut Creek, Florida.

Rather than taking a reactive approach to digital citizenship and trying to “fix” digital blemishes, I wanted to create an environment where students would be comfortable using social networks to explore their passions and share them with the world. Lessons would be grounded in ideas like leadership, ethics, digital storytelling, marketing and business and help students separate themselves from a crowded and competitive field of their peers. If “personal brand” and “reputation” are synonymous than students would craft their brands based on the knowledge and connections learned online and through their own personal experiences and stories.

Whether online or off, we all have a brand. The people you encounter develop an opinion of you starting from the moment that you meet and they learn what they can expect and depend on you for. Knowing this, the key to the “Personal Branding” puzzle was clear. If you know what you stand for you can use the tools available today to guide others to form a clearer picture of you. Today, my students spend much of their time reflecting on who they were, who they are and who they hope to become. From logos and brand statements to followers and postings students begin to develop a personal network of individuals who they hope to learn from and share their stories with.

Five Steps for High School Students Looking to Develop a Personal Brand

1. Find your passion(s) - From the court to the stage each of my students is asked to identify what motivates and interests them from both an academic and extra curricular perspective. This requires reflection and goal setting with an eye on the college admissions process and potentially more long term dreams. Come up with a list of your various interests and start from there. Along the way your list is sure to grow as you begin to realize the vast information that exists and is being shared.
2. Learn from others - A few years back I had the pleasure of meeting Pat Williams, the Executive Vice President of the Orlando Magic. At the time, he told me that anyone can become an expert if they are willing to read ten books on a particular topic. I wanted to apply this to the art of digital communications. Through the web students may access video tutorials, blog posts, hashtags and experts in almost every imaginable field and use the accumulated knowledge to become the type of expert Pat Williams described.
3. Share your learning - In order to build a reputation and a personal brand you will need to make your learning visible. Use social networks to retweet others and leave meaningful, constructive and thought provoking comments on the blog posts that you find interesting. Join chat rooms and discussion forums so that you can share in professional dialogues and gain an experience usually reserved for those in “the biz”.
4. Create original content - While consuming is great for digesting knowledge and understanding various viewpoints, true learning, understanding and “branding” comes when you are comfortable enough to share your own thoughts, experiences and knowledge on a specific topic. Try shooting and editing a video tutorial or crafting an interesting blog that helps readers connect with you emotionally.
5. Connect your networks - Managing the social networks was a challenge for many students until the discovery of about.me which they now use to tie everything together. For the first time, anyone with a link can follow along in the individual experience that has been crafted. Consider adding an about.me link to your signature line and point visitors in the direction that they can best learn about your brand.

At some point in this process students will discover their voice and once they do they are far less prone to the potential hazards of the digital world. Making decisions based about what they post and share becomes easier once they understand their own values and have a channel to express them. I would argue that developing a personal brand that best represents who you are is a lifelong process. Although the audience may change over time, the message that your brand presents will usually remain consistent and provide insight into your personal passions and expertise.

Forging Relationships by Building Trust

A friend of mine traveled to Walt Disney World with her husband and two young children. The trip was fantastic! The rides, food, shows...nothing could ruin this "Magical" Vacation. Well nothing, besides Winnie the Pooh.

Yes, this huggable, lovable, silly old bear could have potentially RUINED the experience. Let me explain. You see, the youngest of these children brought with him his favorite stuffed animal, a 12 inch Winnie the Pooh doll. Over the course of three days this bear, along with their family, enjoyed all of the sites and sounds of the "happiest place on earth". On the final day, while watching the majestic riverboat travel across Liberty Square, Winnie decided it might be time to take a swim.

While his favorite bear was floating across the water my friends son screamed in horror! His father, unsure of how to handle this, decided to find the closest Disney Cast Member for help. It is what happened next that is remarkable and speaks to the point of this post.

As he approached the Cast Member, my friend was convinced that someone would give him permission to dive into the lake and rescue his sons most prized possession. Anything to stop the shrieking cries that could be heard across "The World". But alas, he was quickly informed that jumping into the lake was not an option. Yet, all was not lost!

As instructed by his superior, I assume Mickey Mouse himself, this cast member was given the power (long before this incident occurred) that his job was to make things right. Not long after hearing of this tragic accident the cast member returned with a five foot tall Pooh to replace the one that had decided to float away. Despite this kind gesture it did not take long for this witty two year old to notice something wasn't right. Had Pooh Bear mutated while swimming? His size, though impressive, was a clue that THIS was not the same Pooh! Unsure of where to go next, Mom and Dad continued on their day with a child clearly upset that his favorite toy was gone and unimpressed with the enormity of it's replacement. It was an hour or two later that this story would come to an end. While exiting a ride the family exited into a gift shop filled with more Disney Magic than anyone could dream of. Curiously Mom and Dad approached the cashier and explained the Pooh situation. Immediately this cast member went through the isle, choose a 12 inch Pooh for their son and a Minnie Mouse doll for his sister. Life was beautiful once again, and this family lived happily ever after.

It was the ability of these cast members to solve the problem without needing to get permission that both saved the day and reminded my friends, and their children, about the magic of Disney. The trust that had been placed in them by the corporate mouse allowed them to have the confidence to solve problems on the fly. Their solutions, although not always perfect, helped forge a relationship amongst not only themselves and their employer, but extended to countless families across the globe who keep coming back for more. Ask any Disney aficionado about why they keep coming back, and you will hear stories similar to this one, otherwise known as magical moments.

In his book, The Innovators Mindset, George Corous writes about trust and how that trust helps to foster relationships, both he argues are necessary to inspire innovation. Mr. Couros suggests that the ability to create an innovative experience starts with the three most important words in education today, "Relationships, Relationships, Relationships". When I read this, I took to it like peanut butter to jelly. In my eleven years in education I have often been asked what I love most about teaching. My answer is always the same: The relationships. I attribute the mild success that I have achieved to this very simple principal and it is in my mind (and George's) the foundation of all that is possible.

With each turn of the "digital" page, The Innovators Mindset, I often found myself intrigued and enlightened by the advice and guidance offered. His straight forward style and real world examples help readers like me envision a scenario in which ALL students learn to extend themselves beyond their own comfort zones and perceived limitations.

I have always believed that in order to get the most from my students I must always be prepared to give them all that I have. This trait has come most in handy specifically in my Personal Branding class. This thirteen week course requires students to trust me with their passions, stories and dreams. What I learned very early on, even before I taught this class, was that if I wanted students to trust me I had to trust them. In class I have attempted to gain the trust of my students by sharing my own stories of struggle, commitment and achievement. Through story I introduce them to the people who have influenced my life in simple and/or profound ways. We discuss MY dreams and goals as I attempt to inspire students to be equally open to the possibilities that the future holds. I never ask my students to do something that I would not do myself. To create an environment in which each student feels valued as a learner and as a person I have tried to open up my own life in order to serve as an example and to build their trust.

For me, this principal idea extends beyond my classroom walls. Three years ago I was trusted to create iTech21, a professional learning opportunity for teachers from all across Florida. It is here that I recruit the best and brightest teachers to present innovative ways in which they have used technology to boost performance and/or make class more engaging. By fostering these relationships, of both presenters and guests I have tried to establish a community of educators who share a common purpose. Inspired by each other, I hope that they will feel more confident in their ability to create a tech friendly classroom environment. The hope is that they take this confidence into the classroom where they will have the ability to create innovative and engaging lessons to share with their students. If, like Mr. Corous suggests, innovation starts with relationship building, then I hope that more of my own colleagues will consider joining the iTech revolution so that together we can inspire and innovate K-12 education and the students that we influence daily.

A Social Superpower

When I was three years old I would often stand perched on the arm of my parents over-sized couch, arms stretched in the hope that on my next attempt at flight I would be able to soar. This super power, I was convinced, came from the brightly colored Superman pajamas and vinyl red cape attached to them. I imagined what it would be like to fly. Where would I go? What would I see? What would flying around the planet teach me about the world? Could I use the power of flight to rescue cute kittens from the treetops? To slide down the chimneys of unsuspecting neighbors to enjoy the cookies they left out for Santa? A moral dilemma that any three-year- old might struggle with.

As the creator and teacher of North Broward Preparatory School’s Personal Branding and Digital Communications course, I speak to my students about Superman. A man with extraordinary super powers. Speed, strength, and flight…the guy has it all! With such great powers Superman has the ability to shape many lives and reach opportunities that may have been otherwise unattainable. Should he rescue a damsel in distress or show off his powers with a harmful assault or major heist? His only real choice is a moral one. He could listen to his moral compass instilled in him since childhood or he could decide to use his super abilities for his own in a way that is destructive and immature.

Eventually my students understand that the “Brand” of Superman is based as much on his morals as it is on his powers.

As we teach our children the differences between right and wrong we are shaping their moral compass in the hopes that when faced with tough decisions they will act in the best interests of themselves and of others. While teaching these lessons our children continue to grow and at some point trade their bright red Superman pajamas for a smartphone, iPad or laptop. Once in their possession, these complex 21st century devices allow for access to the some of the greatest powers on Earth. We can choose to use these powers to be destructive and with a disregard to better judgement or to create, learn and share the story of ourselves.

The Internet provides billions of people a variety of superpowers not much different than those of Clark Kent. Our speed improves as lightening fast fiber optic cables and 4G services become more available. Our strength and speed improves thanks to devices like FitBit and the iWatch. And we are gaining the ability to lift off from our favorite couch and fly around the planet thanks to Google Earth and a variety of Virtual Reality headgear. Despite the awesome capabilities of these tools, few would argue that the most super of the powers provided by the Internet comes from social media sites such as Youtube, Twitter and Instagram because of the ability they provide us to communicate with anyone and everyone in an instant.

At first, these powers can be overwhelming and some may even be reluctant to use them. What a shame that would be! Imagine if with all of his powers, Superman refused to use his abilities, afraid that something could go wrong. It is true, that when we speak to our children about appropriate technology use we must remember that we are speaking about tools that have the ability to change lives. The ability to connect with our peers across the globe and mentors that seem unattainable offers opportunities that fifty years ago would have been impossible. But it is not the tools themselves that will determine our future. It is how we use them that will determine if our lives are better or worse off.

There are many social media sites out there and keeping up with them can sometimes feel like an arduous task. Students as young as ten years old are signing up for and utilizing the powers available to them, as granted by app developers young and old. They are communicating in ways that make it hard for parents to monitor and stay in the know. But is the issue which site they share on? Does the specific system actually matter all that much? Most would agree that the real danger of social media lies in the specifics of what they share and the damage it could cause to their digital footprints. Why are top notch kids using social media to share less than a top notch digital image? There are many reasons why people share things online that might be seen as self incriminating or hurtful. Some do it for attention while others are struggling with insecurity and self worth, Most I believe just do not realize the value of their digital footprint.

I love technology and I love social media and like most, they are deeply sewn into the fabric daily life. At the same time, I am not blind to the fact that many people have found themselves in hot water because of the things they share online. But why? Perhaps, lack of education? Can you remember back to kindergarten, when your teacher handed out scissors for the first time? Did she carefully teach you how they should be used and handled? Of course. She even made sure that you only used the rounded ones. And what would have happened if a lesson on safety did not accompany a nice tool made of sharply pointed metal? I can see it now, dozens of three year olds running makeshift beauty salons while the rest are one stumble away from disaster. Your teacher understood the dangers of sharp objects but rather than banning them, taught proper use. When you handed your adolescent their first smartphone, did you spend time helping them to understand the proper way to use it? Do you check up on them from time to time to make sure all is well? Are you willing to take away these devices if your rules are not followed? Access to social media gives each of us a voice. Understanding that your voice matters is a powerful, sometimes life changing moment in life. So how should we use our voice?

• Do: Create professional profiles on sites like Twitter, LinkedIn and Google+
• Do: Share images that make you look great!
• Do: Use social media as a way to learn more about the things you love,
• Do: Keep your accounts on public so that others can learn from what you have to say.
• Don’t: Share pictures or words that Grandma would be embarrassed to share with her Bingo friends.
• Don’t: Forget that everything on the internet is out there for all to see.
• Don’t: Join sites that allow users to remain anonymous.
• Don’t: Compromise your morals in an attempt to impress those who may not be worth impressing in the first place.

Over the last four years it has become my mission to teach students three lessons. First, to love themselves and discover their passions. Second, to understand the benefits and dangers of our shared online communities. And third, how social tools, when used appropriately, can become a force for learning, creating and sharing - leading to the creation of a strong online brand that will most certainly pay off,

Be passionate! - We are all passionate about something and some of us are passionate about a lot of things. Before I ever ask my students to “get social” I take them on a journey designed to discover their passions. By exploring their past experiences, present self and future goals, students quickly realize that the art of personal branding is truly a personal journey. I ask my students to create presentations that tell the story of these chapters in their lives so that they can begin to reveal their passions and personal journeys through life.

In a fantastic TED talk, Andrew Stanton describes a folded up piece of paper that the late Mr. Rogers once carried in his wallet. It read, “Frankly, there is no one that you can’t learn to love, once you have heard their story.” And so that is what I ask my students to do. Tell stories! Anything from traveling to photography, video games to equestrian riding or baseball to the performing arts - use your passions as your focus. Make these your focus when you spend your free time, when you chat with your friends, and when you decide who to follow on Twitter. More importantly, keep these passions in mind when you create, share and learn. If the choices that you make are based on your own individual passions you are more likely to keep life interesting, appropriate and more importantly professional. Your real friends and your followers will inevitably will fall in love with you and more importantly, you can be reminded, to love yourself.

When building a professional digital image or personal brand the ultimate goal is to use social networking as a way to create a personal learning network. Social Media in general, but especially sites like Twitter allow for the opportunity to connect not only our peers but our mentors as well. By searching for “tastemakers” in the fields that interest me, (education, technology, business, marketing, etc.) I can gain insight into the minds of the best individuals and companies in these related fields. The reason that I love Twitter so much is because in general, you do not need someone’s permission to follow them. In other words, you can learn from your "A list" even if they do not know who you are! I have used this approach to learn from leaders in education, technology, business and the many other interests that I have. Imagine a dinner party in which you, President Obama, Bill Gates and Justin Timberlake are all invited. For many of us this seems like pure fantasy while those of us using Twitter understand that this is indeed a reality.

Creating and than sharing positive and interesting digital content, will improve your chances of gaining a great reputation on social media sites. Share something funny or something a bit more deep. If you are an architect perhaps you recently read an interesting article in the latest issue of Architectural Digest - a strategy perhaps that is revolutionizing the industry. Why not share this information, along with your original thoughts on the subject with your followers? Perhaps you can spark a debate, shed life on a new topic or even show off your expertise in the field. If this becomes more than just a one time event, but a habit of your social media use, than over time people will begin to recognize you as someone with a wealth of knowledge and original thoughts.

Let's consider five key steps to developing a strong personal learning network.

1. Be passionate 2. Crowdsource 3. Create 4. Share and 5. Reflect

Following  these steps can allow anyone to harness the power of technology!

Visit again for a future article examining these five areas further.

Ultimately, the question is not, should we use technology and social media. Rather, how we use these powerful tools to express the best of ourselves, learn from others and connect with those we hold in the highest regard? Like Superman we need to decide on how we want to live our lives and which values we will expect our own children to abide by. The powers are serious business and can make or break our dreams.

Always remember the words of wise Aunt May,

“With great power,

comes great responsibility.”

If you would like more information on this topic, please feel free to contact me at jason.shaf@gmail.com or visit my website, www.mybrandprofessor.com

The Court of Public Opinion

Question: What do many 13-18 year old high school students have in common with billionaire owner of the Los Angeles Clippers, Donald Sterling?

Answer: Naivety. The illusion that in 2014 what they do and say to others will have no impact on their personal brand. 

As we have learned over the last few days, everyone is subject to public scrutiny and we must be mindful of what we say, do and post both in the real as well as the digital world.

Students enter my class at three levels:

Level One: No online identity. They have never used sites like Twitter or Facebook. Either they think social media is a waste of their time, they are prohibited by their parents or they are just too busy to dedicate much time to it. They probably watch videos on Youtube but never upload content. The "selfies" that they take never make it further than a personal computer and if you were to Google their names you would never find anything...So they think! (We will get back to this point later). These students NEED to take a course like Personal Branding. 

Level Two: A fairly neutral online identity. These students are using social media often times like a text messaging service. They post pictures of themselves and of their friends and seem to "tag" without permission or a second thought. They LOVE Youtube and in many cases prefer it to watching t.v. They are on top of the latest updates from Snapchat or Vine and talk about the drawbacks and benefits as if they were writing for a tech magazine. They are aware of things like cyber bullying and sexting and under most circumstances would never think of participating in behavior of this sort. Often times level two students have a laissez-faire approach. If a friend posts something inappropriate they may never think to say something about it. They will retweet almost anything and comment on Facebook freely without much thought. They are generally responsible and feel as if there is nothing going on in their lives that would warrant anyone to worry about their online behavior. These students NEED to take a course like Personal Branding. 

Level Three: CODE RED!!! These students are traveling down a slippery slope of "Donald Sterling" magnitude. They are reckless in  their decisions and are willing to post and/or share almost anything. "Selfies" are taken in the bathroom mirror and in some cases may be highly inappropriate. They are smart kids so I am not sure if they know the repercussions and do not care or if they are oblivious to how this type of footprint could affect them in the future. College admission officers, future employers, and future in-laws may all one day stumble upon the remnants of their online behavior and the question is, "How will the court of public opinion react?"These students NEED to take a course like Personal Branding. 

So how can a course like personal branding help students at all three levels? For starters, we focus on activities that simulate the issues. Students pretend to be employers looking to higher prospective candidates and use their online profiles to make the decision. 

We look at examples of those who have not made the best decisions in regards to their online activity and evaluate what could have been done differently. For instance, a high school football star who lost his scholarship to Michigan State because of his Youtube video. A prospective teacher who was denied her degree in education because of her myspace picture. And now...Donald Sterling...do I need to say more?

For students who have little or no experience online (Level One's) the message needs to be a bit different. It is important that they realize that having no digital footprint can be just as bad as having a shaky one. If they are not sharing positive content about their accomplishments and interests it is possible that a prospective employer or college admissions officer will be left to wonder...Do they live under a rock? Also, if they are not online how can they possibly monitor what others may be saying or posting about them on various sites. 

By the end of my 12 week course I hope to have all students at these various levels begin a journey that will take them to level four. Level four IS, a lovely place full of positive energy and self promotion. A place where students can be proud to share their goals and accomplishments. On this level they can get excited to count the number of visitors to their blogs and rejoice in the positive feedback that their original Youtube videos receive. They are using Google Alerts to monitor their brand and they are proud provide a link to thier About.me page which links all of their content to one digital space. 

Getting to Know Thyself

From a very young age I can remember being asked the question, "what do you want to be when you grow up?" We all  have. It is one of those childhood clichés that allows us to dream about our futures. In my 5th grade yearbook the word "Artist" appears under my picture as if I was destined to achieve this. My 8th grade yearbook mentions my hopes of going on to become a lawyer. By my senior year of high school my dream had changed again and I was sure that I would become a screenwriter...or an author...or an actor...or a military police officer.

Although none of those aspirations ever came to be, qualities from all of them seem to manifest in my current role as a High School Teacher. I had finally figured it out. As a teacher I could become all of those things. Some more often than others.

A few students enter my class knowing exactly what they "want to be" while others are still figuring out exactly what they want to become.  When I introduce the concept of branding I do so with the words of Simon Sinek ringing through my ears. He speaks about the "Golden Circle" and that "people do not buy what you do, they buy why you do it." To me, this statement IS personal branding and I ask students to give this quote a lot of attention.

I explain to them that "understanding why you do, what you do, will lead you to understanding who you are. And that is your personal brand." No matter who or what they become in life, I believe that if they follow the path that their "Why" takes them, then they will accomplish their dreams.

Early in the discovery process one of the tools that students have loved to use is a unique personality quiz provided by VisualDNA. It uses images to answer questions and once completed provides my students with a deep analysis in regards to a number of character traits.

Do you know of any other resources that might help students to think about and discover what it is that motivates them? If so, I would love to hear from you.