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Leading the discussion, was “America’s Marketing Motivator”, Kathy McAfee and Image Consultant, Mallory Mason.  They led a well-rounded discussion on the importance of managing your brand from the inside and out.  It was a lively and intimate experience on how we create, sustain, and market our personal brands.  Including the biggest lesson of all — if you don’t manage your personal brand, others will do it for you by running with their first impressions and judgments.

Additionally, it is extremely important to be consistent with your brand instead of being scattered.  Many people go to conferences and have multiple business cards for each of their businesses and interests.  What this does is confuse people and dilutes your brand.  Instead you must find a common thread and define your brand handle.  In 2 or 3 words, sum up your brand.  For Kathy McAfee, it’s “America’s Marketing Motivator”, for a participant who was an executive assistant it was “The Go To Person.”  For me, it is “Coach’m Up Boni” because I empower others to rise up from their current situations to reach higher levels of success.  What is your brand handle?

Finally what I took away from this wonderful event, in addition to the great women I networked with, was the importance to be authentic.  Don’t compromise your values for others because when you are authentic, you build trust in your personal brand.  I am excited to be a panelist at Xcel, Inc’s next networking event in August on the topic of “Owning your Career.”  You can bet that I will have my brand handle ready and my personal brand in my soul.

As you prepare for an informational interview, remember that you are not entering this as a job candidate; you are seeking to establish a connection with the company and learn more about your desired position.  The information you retrieve is priceless and can easily be converted into a successful campaign to later showcase your talents for future employment.

Below are 8 points for a successful informational interview:

1.      Choose a company you really like.

2.      Interview the direct supervisor of the position you would like to have or the position holder themselves.  Yes, I said interview them.  Ask specific questions about the company’s products or services, culture, and most importantly, get information on their current needs or goals.

3.      Your objective is to leave a genuine impression of interest in the company and their needs.  This is not about you.

4.      Don’t ask for a job!  This is not about you.

5.      Make the meeting about them, not you.  Well, you get the picture.

6.      Always leave your business card with them, but do not give them your resume unless they ask for it.  Don’t hard sell.

7.      The main point of the interview is for you to develop contacts and leave them with a good first impression.  If or when a position is available that matches your qualifications, you will be at the top of their mind.

8.      Follow up!  Thank them for their time and compile a synopsis of their current needs and goals.  In your signature include a link to your online resume or LinkedIn profile.  Go for the soft sell approach.  If you genuinely like the people you met with, continue to keep in contact with them throughout the year, as they may get promoted, change companies, or go into business for themselves.  You never know from where your next opportunity will come.