Aug 2, 2017
Summary & Ideas for Action
Lida Citroën, international reputation management and branding
specialist, and CEO of LIDA360, shares her expertise on repairing
reputations, and what to include and exclude from your personal
brand. Your personal brand is the public extension of you. It
represents the expectation of the experience people will get from
you. She talks about the importance of protecting your reputation
before you need to repair it.
The key question for personal branding is how do you want to
live this life, what type of person do you want people to believe
you are? What do you want to solve? Do you want to solve issues, do
you want to solve things for your family? What problem or issue or
concern are you passionate about solving?
[9:12] In some cases, people don’t need a new image, but they
want awareness of how they got to their image, and how they can
[10:53] Personal branding is very simple, but not easy. Simple
things matter — your LinkedIn profile, how you dress for meetings,
and your body language and eye contact.
[14:00] Reputation repair is a complex process. How much of the
damage is emotional, and how much is financial and professional? In
ten years will it have any effect on your business? Does it affect
your core audience, or an external audience? Different
circumstances require different approaches. You have to accept
[19:20] Posting affects your reputation. When you share
something, the person who shared it before you is irrelevant. If it
is wrong, or insensitive, the offense attaches to you for sharing
it. Social media is part of your reputation management strategy.
[21:09] What do you want people to find about you on social
media? Who do you want to find you? Social media is not about being
flawless. It is about being consistent. Be relatable, human, and
compelling to your target audience. Stay real. Your profile should
be authentic, vulnerability and all.
[23:17] Social media is for collaboration and networking. We
form relationships, and create content, ideas, movements, and
thoughts. Across all platforms, be consistent with who you are.
[29:22] You set your own rules on social media. Social media is
a marketing channel, not a place to unwind.
[35:37] It can be healthy to observe what your competition is
doing on social media. Sometimes you can identify opportunity. It
can help identify your unique value proposition, and it can also
lead to collaboration.
[27:39] It does matter what others think of you. Reputation, or
brand, is about an expectation of experience. If the expectation is
shattered, the reputation is no longer trusted. Ensure expectations