Bono Glasses by killkenny
That’s right everyone just wants to be a Design Superstar? Oh really? No the fact of the matter is, when all else is equal, Superstars get hired, and boring designers don’t. The main difference between the two? The Superstar has the ability to sell his/her brand of design and if you want to be a
Superstar, correction, a hired designer, you should seriously consider doing the same.
A designer’s guide to self-branding
Of all the professions out there, I think there is no other one that can benefit from “self-branding” as much as a design professional. That is because it is a profession that is almost solely driven by talent. The equation is very simple, in design it’s not about how many certifications or affiliations you have, but what gets you ahead is the quality of your portfolio as well as your plain raw talent.
Before we go on, you might like to take a look at the basics of “self-branding” or what Tom Peters calls “Brand you“. Smart guy that Tom, he has been talking about it since 1997. Briefly, in a world where the consumer product market is so saturated and most products are essentially the same, the only proven way to get ahead is by branding. Not only just about branding of products but a holistic 360 degree effort including everyone else in the process including the design agencies used to create such products.
Drawing similar branding parallels from the consumer product industry, we are our now well past the new millennium and into a knowledge economy driven by talent. Competition within the talents for the top job is very high, and logically the only way ahead is by the talent branding themselves in some way. You see the crux of the matter is, every single positive influence adds up to putting you ahead and a personal brand is one big factor.
1) Do a SWOT analysis on yourself.
Remember the design methods class you fell asleep in? Well its a pity, especially since no one told you that a SWOT analysis could and should be done on yourself. Just like a company and its ability to generate revenue, I encourage designers to see themselves as a “business entity” that can generate income as well.
Therefore you need to identify your own Strengths, Weaknesses, Opportunities (to apply your strengths) and Threats (to your weakness) as a designer. So that when faced with the question of what are your strengths, you should never have a problem. Finally it is always good to have a short, medium and long term plan for yourself and career. It shows prospective employers what you want to do and that you have a vision for your future.
After you have listed all these points, you now have a list of keywords that can be the bases of creating your own personal brand and brand values.
2) Get a hair cut.
No seriously. I believe you are what you design. Many people get insulted when they are told they need to dress like a “designers” to be taken seriously. They figure that its a rude comment and encroaches in their personal style and space. That is further from the truth. Just like a consumer has only 3 seconds to size up a shelf of products, your prospective employer will size you up in that same amount of time.
In any case its pragmatic. Simply, that first impression is the most important. You will be surprise of the amount of control you have if you understood the stereotypes people associate with designers, and by looking like one you can use that to your advantage. Just don’t turn up for an interview in a beanie.
So carefully use your Strengths you have identified in Point 1 to style your own look. Your hair cut, sense of dressing, your watch (for guys), shoes (guys and gals) are all clues to a picture that you want to paint of yourself. It’s all part of your personal brand and something that should be part of your physical presence when you walk into a room. Remember every single positive point counts.
3) Buy your name as a dot com
I cannot begin to tell you how important this is. Not only for identity protection, but what you want is to turn up at the top of a Google search if a prospective employer or employment agency is doing research on you. As the Internet gets more and more integrated in today’s business world, the chances of you getting Googled is very high. I know I do it all the time.
4) Re-Brand your Portfolio
Now that you have identified your personal brand “keywords” and objectives in your design career, its time to “re-brand” your work. Just like a company’s branding initiative, you need to ensure that the documents you leave behind reflect your personal brand as well. Your portfolio, name card, resume, and perhaps that website design needs to reflect this through and through. This is especially important if you are putting your portfolio online.
On a slightly different but related note, do you then create a personal logo or monogram that reflects this personal brand? Personally, my feeling is don’t do it unless you spend some serious time working on it and that it looks good according to everyone who sees it. Most of the time I find personal logos or monograms very ugly and not well considered. A clear name card with just your name in a suitable font is good enough. But at the end of the day if you decide to create a personal logo, do ensure it reflects your personal brand values.
5) Start a blog
Now that you have a website that show cases your design work why not start a blog? The reaction on this, at this point in time, is mixed. There have been instances that people were fired when employers did not like what was written on their employees blogs. But these cases are rare, and if you keep your blog away from office politics you should be fine.
A great reason for starting a blog is to have your “voice” behind your work. Many times you can’t tell a designer’s personality by just looking at the work. But if you are able to share your thoughts, you will be better positioned as many employers often feel that they just don’t have enough time to determine an employee’s personality during those few interview sessions. Another great reason for a blog, is that it allows you to connect with other designers through the posting of your thoughts and by responding to comments left on your blog.
6) Join design networks
Get out there and market yourself! There are tons of great portfolio networking sites like Behance and Design Related. Just sign up, post your work, make friends, ask and respond to comments. Don’t forget that discussion forums on design are a good way to network with other senior designers as well.
Finally, don’t underestimate traditional non-design social networks like LinkedIn and Facebook as a means to share your work and network with other design professionals.
7) Win design awards
While its not the end of the world if you don’t win any, I always say you have nothing to lose by entering, and winning one gives you eternal fame an glory. Well not entirely eternal, but it is a great marketing tool for yourself and a confidence booster to be able to know that your work has been recognized by your peers.
8) Don’t oversell
At the end of the day, you need to be careful of all your different tools that you can use to sell yourself. The important thing to do is not use the wrong tool for the job and worst still end up by looking like you are overselling yourself. For example, don’t bombard people on your social network with every single job you did in your 15 year history as a designer; leave that for your resume. Don’t stick all your beautiful high resolution images on your portfolio website making it hard to navigate, just leave that to your face to face meeting instead.
9) Do good work!
Always, I say ALWAYS do good design work. Even if you hate your job or your boss or the project, make sure that it is the most beautiful design you can make it be. A good reputation is hard to build, and it is just too easy to lose.
10) A different take?
I like to close this post by getting you to check out a few tips at Fast Company’s 2004 update of Tom’s Brand-you Article as a different, more corporate, but relevant take on this issue of Self-branding.
As you can probably guess becoming a Design Superstar is not easy and requires a lot of hard work. It does not happen overnight nor is it something you become. What it is, is that it requires is time before it can happen. Simply because with time, you will do good work, acquire more knowledge, build an interesting portfolio, rinse and repeat, again and again. Best of luck in your design career!
It has been a good number of months since the I’ve last updated my readers on the status of this project. Firstly though I like to apologize to a few of this project’s supporters for this delay but I have not been idle and was working on it during my spare time. I really was waiting for this time to finally give you an update.
Most of you astute readers would have already noticed that The Un-p3 Project is currently being exhibited at the Dandelion Industrial Design Exhibition. Unfortunately due to the entry criteria, that exhibition is really only for “show”. Therefore I thought to continue and expand upon the “tell” part here at Design Sojourn. This will be a great opportunity for you to ask any additional questions or make comments of any kind. Also I get a chance to explain how I went from the Haptic concept, and came up with the Wave one.
The Un-p3 Haptic concept: For more information see links below
If you missed the original conceptual thinking of this project that I am self-developing in the role of a design producer do take a look at Part 1 and Part 2 first for some background information, especially on the above Haptic concept.
I have to admit that it has been difficult realizing this project and even at this stage we are not totally done. After speaking to more designers about the Haptic Concept, the deeper complexities of my objective of this product’s creation process became more evident. So I wondered, perhaps unsatisfied with the current use of wood, that perhaps I should open my thoughts to consider other forms of craft manufacturing type techniques? But there is this problem going the craft route.
You see the when we look at craft vs manufacturing scale below they are actually polar opposites of each other:
The Haptic concept tends to fall on the more craft end of things, and I would rate the Wave concept as in between the two.
Craft manufacturing tends to focus on one off products or small production runs often hand made, but as a result often suffers from tolerencing and perhaps reliability issues. Mass manufacturing strives on standardization and volume, thus the products will have good fit but you need to sell in the numbers. As the project’s experiment was about exploring the use of craft based manufacturing juxtaposed with an electronic product, we need both small volumes, attention to detail, but still have good part fit.
One day while speaking to some friends working on their design project, I had a “euraka” moment. Why not use a Rapid prototype machine? Not only does it allow me some freedom in design (well almost, the RP machine still has restrictions) but it also allows fairly good tolerancing and part fit that is perfect for building electronic products.
So as I got started and studied the creation process via the Rapid Prototyping Machine, I decided very quickly that I had to designed this concept so that it would be difficult to be reproduced via mass-manufacturing. Undercuts, flat edges, thin walls, narrow gaps, living hinges and surface texture were tricks that came into play below.
The Un-p3 Project: Wave Concept
So there you go, the Wave concept. I have to say though it was a very interesting experience as after more than 10 years working on Industrial Design programs, certain manufacturing “givens” like part line placement or designing for draft have been ingrained in my creative creation process. In creating this Wave concept, it required me to spend a few days re-thinking and re-framing what I know about design for manufacturing before I could even set my mind free. I hope you enjoy reading about this project as much as I did creating it.
So if you had a choice on which direction would appeal to you, if I made a limited edition run of 20 pieces which would it be? Perhaps I may do a 10-10 split? Regardless please do have your say and I look forward to all your comments.