Before the concept of public image is further explored, pause and visualize a person who successfully symbolizes your sector. While you could recall a well-known national or international person, instead focus on someone at mid-industry level, perhaps, someone you’ve personally met. Recalled an image? What makes this person stand out.

Role of Self Assessment

Self assessment is recognized as an essential activity that influences the creation of a simple, well-put-together and distinguishable public image, an image that instantly connects to an industry sector.

To illustrate the value of self assessment, I’ll share personal experience. Through participating in various forms of assessment testing, I’ve discovered my personality to be that of a facilitator or negotiator. I perceive my world in terms of intuitive feelings and describe what I experience through beliefs, feelings and perception. When other character traits are included, it is estimated that I share my perspective with approximately 5 percent of the world’s population. So, if I want to be seen or heard by peers, colleagues and/or potential clients, I must project an image and use words that not only appeal but are expected by others.

The World As Seen By Others

Conversely, an estimated 70 percent of the world’s population views their world through sensing: taste, touch, see, hear and smell. Recently, while interviewing a colleague, I was reminded of the fragile components that make up individual perspective. Candidly, my colleague discussed his ongoing struggle to resolve a sibling family influence. Although recognized as a regional industry professional, he continues to focus on his family’s rejection of a career choice, stuck, unable to resolve the situation or move forward.

In today’s market, you are as much a product and/or service as the product, itself, so it is critical that we focus on developing distinguishable images that instantly connect to an industry sector.

Public Image, A Credible Uniform

While a person’s name could initiate recognition, becoming a recognized brand is not simply a matter of using a name to identify your self. There are numerous family-named businesses not particularly recognized or associated with a sector. On the other hand, individuals such as green industry colleague Tony Avent who, through the publication of a book, So You Want to Start a Nursery, have acquired national visibility.

One of 17 case studies, Avent’s tips and strategies are shared in my research, a recently published book – The ABCs of Green Industry Communications. Avent, for example, sees his image as the reflection of a niche: a uniform that creates credibility and more importantly, does not distract from spoken or written words. In Avent's words, the quest to find a niche segement offers the opportunity for search and discovery, evaluation and findings, and the potential of creating a valid product or service. Successful professionals embrace the use of self assessment tools, branding mechanics and communication formats that create a differentiated message, an industry appropriate image sustained by a viable product or service.

Regardless of whether you think you have or have not acquired an appropriate public image, I challenge you to:
1. Identify life-roles that you have or wish to accomplish.
2. Assign each life-role/interest a value from 1 to 10 with 10 as the indicator for the most valued interest.
3. Explore additional role/interest opportunities by conducting a personality and/or interest test.
4. Translate the identified roles into potential career opportunities and research their market value (use keywords for a web search or see a career guide).
5. Explain the identified role/niche in a 300-word bio essay as it relates to a selected career sector.

Having completed my challenge, compare the result to the activities identified when you paused to recall a person that stands out in your sector. Are there differences between your and the identified person’s career activities?

Previously in an End Cap, I challenged the industry to identify a brand identification representative of the industry as a whole. Then, in Creating Industry Presence, I shift this challenge to the individual level and shared personal experience. Now I’m shifting the focus onto you. Are you projecting an easily recognized industry appropriate image sustained by a viable product or service?

To continue an industry discussion of strategies that work well, contact me by email at Sylvia@TheWrightScoop.com or phone 804-672-6007. Share stories of what is or is not working, supply tips and strategies or suggest column topics.

Related to the specifics of creating an easily recognized public image, there may not be a one-size-fits-all solution. Nevertheless, through this column, let’s identify strategies that enable you to become as much a part of your product/service as the product, itself, create a brand name – you!