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6 Tips for Better Branding Using Avatars

Twitter _ HomeWe’re living in a social media world, and, like it or not, our avatar is often the first impression others get about us as we interact virtually on social networks, blogs, microblogs and other online communities. Our avatars are a representation of our brands — our personal brand or our company’s or organization’s brand. But how many of us are thinking strategically about our avatars?

Here are six tip for better branding using avatars.

1. Define your brand. Anyone familiar with Branding 101 knows how to think through the attributes of a brand. Simply put, you need to ask yourself which words best describe who you are and what you’d like to project to others. When I was working with my business partner to think about the brand for our new company, we came up with “professional, creative, playful, approachable.” For my own personal brand, I might pick “helpful, honest, sensible, snarky.”

2. Identify your assets. Once you’ve established clear brand attributes, you need to go through the images you have or are considering using for your avatar and pick those that most clearly represent those attributes. Without question, using a photograph of yourself will always establish more trust than using any other image, particularly any non-human image.

Meez_ My Meez ~~ Dress up your 3D avatar with items from Lil Mama, Chris Brown and SouljaBoyA cartoon image of yourself can be a good second choice if the nature of the illustration is in keeping with your brand attributes. You could use a site such as Meez, DoppelMe or Yahoo Avatars to create a cartoon likeness. You might use your Second Life avatars to represent yourself on your profile, particularly if you’re involved with the virtual world in your work.

Your company logo could stand in for your own image. However, that may create different expectations from others if they think they’re hearing from the “company” instead of you.

Any other image that you pick could potentially cause confusion or give the wrong impression. Not everyone gets the inside joke between you and your friends when you put a photo of a hot dog on your profile. If you are thinking about the importance of the image you project, you need to make your avatar choice very carefully.

Yahoo! Avatars-23. Optimize your images. If you are using a photograph, you can use a free online editing tool such as Picnik, PiZap or FotoFlexer to touch it up or add interesting effects.

Beware of “overproduced” photographs that misrepresent what you actually look like. They may not affect trust now, but could once someone meets you in person.

4. Be ever-present. Don’t get lazy and fail to add an image to your profile. In fact, make sure any time you set up a new social media account that you have an avatar ready to upload immediately, while you fill in the basic details of your profile. Wherever there is the opportunity to extend your brand with an image, upload that image.

A profile without a personalized avatar can send the wrong signals to others. When I’m contacted by someone who uses a generic avatar, I feel a mixture of:

  • Suspicion. If I don’t know the person, I want to be able to see what they look like and so I wonder what they’re trying to hide.
  • Skepticism. If they don’t take the time to add their image, I wonder how seriously they’re taking social media as a communications tool, particularly if they’re contacting me for professional reasons.
  • Doubt. I think that if someone can’t even figure out how to add a basic image to their profile, they might lack basic skills, which doesn’t bode well if they’re approaching me for a job.
  • Frustration. In this world of virtual contacts and less likelihood of a face-to-face meeting, I rely on profile images to provide a sense of connection that’s lacking from purely textual encounters.

Don’t forget that avatars aren’t just for social media profiles. They’re also available on many blog publishing tools so your image appears with your blog comments. You can also create a universal avatar via Gravatar (Globally Recognized Avatar) and attach a consistent image to many of your interactions on blogs and social media sites.

5. Mix it up. While on the one hand you want to be consistent with your personal brand and thus your avatar, that doesn’t mean you have to use the same image across all sites. Nor does it mean you can’t switch out your image periodically to keep things fresh. The consistency comes from staying “on message” with your avatar choices.

Pick an avatar that is appropriate for each site — in many cases you could use the same image, but think before you upload. And when you’re ready for a change, pull from a pool of images you’ve already reviewed and optimized.

Picnik6. Politicize with care. Who knew that simply making your avatar green could be a powerful and controversial political statement? Many people will modify their avatars to show their support for or against the cause of the moment. Managing your brand also means taking care to decide which political or social movements you’ll be backing with your personal branding images.

Changing your avatar to green can be the virtual equivalent of wearing a t-shirt emblazoned with a political slogan, or even attending a rally or protest. But while it may be a physically “safe” way to broadcast your personal and political opinions, it could affect your personal brand in detrimental ways. What if a client or potential employer doesn’t share your views and sees that you’ve been supporting a cause they are vehemently against?

I’m not saying that you shouldn’t have the courage to speak out for what you believe in, but understand the deeper impact to other aspects of your virtual life and work when you choose to use your brand avatar as a soapbox.

How are you building and managing your personal brand through your avatar?

22 Responses to “6 Tips for Better Branding Using Avatars”

  1. Have to say I’m relieved to see an article saying it’s OK to change your avatar. The only picture of me that I don’t change regularly is my passport – and even that get a revamp every 10 years!

    Thanks Aliza!

  2. Interesting article, thank you.

    1. Men and women are NOT brands…
    2. Entering a personal avatar into a professional context – could potentially cause much confusion (at the very least)…
    3. If separate avatars are used for personal & business reasons – it is very troublesome to think that you would expect someone to censor their avatar, on the off-chance that a current/future employer, “doesn’t share your views”…
  3. Chris – Companies may not change out their logo often, but you – a human, a person – are not a company. I totally believe that you can convey who you are in a variety of images that project the right message without having to use the same photo over and over and over again.

    Brian – I just like to encapsulate my thoughts & feelings in tidy little nuggets with bullet points. Of course, I’m just trying to illustrate that when someone encounters an avatar – or lack thereof – it can conjure up emotions or impressions that aren’t necessarily based on facts and figures.

    But when I talk about avatar, Brian, I’m talking about a profile image – whether it be a cartoon or a photo or another illustration or a logo. I have a variety of photos of myself and a few cartoons to represent me, depending on the site or forum. I rarely use my company logo unless I’m actually using my company Twitter or Facebook account.

  4. Sheesh… Really? I always get suspicious when someone (usually me) creates a bullet list to describe feelings. That usually happens right before I send an email that I regret horribly.

    I guess what I’m missing here is context. I am in my late 30s and was born into the cutting edge of technology. When I was in my teens and 20s, avatars were important to me. I still remember trying to find my online identity as a bitnet chatter in college. I picked HariSeldon, a character from my favorite Asimov. People treated me in a friendly but detached way… like their weird uncle Harry. Then I chose SamMalone and people treated me like their best buddy. In the dot com era, I watched companies like google and amazon choose names devoid of meaning in the context of what they do so they could ascribe meaning. At that point I started using my real name on the Internet so I could brand myself. In 2005, I discovered that the Internet is forever. The image I wanted to portray in my 20s is not the image I want to portray now. As we approach 2010, I post personal opinions like this anonymously and business content with my name all over it. These days every site has an avatar option to supplement the pseudonym, from message boards to blog comments. I am casual member of dozens of sites. Meaning I am there gleaning information 90% of the time and posting 10%. I don’t care about setting up an avatar because I’m not there to establish my identity. With things like yahoo mail, I use that “persona” in both a business and a personal context. I don’t want a cartoon character as my avatar and I don’t find my appearance relevant in any context that I can think of. I modeled with a small agency for JC Penny, Sears and a handful of never-heard-of-ya-before catalogs for play money in college, so maybe I’m just cynnical about the value of my image. To wrap up this lenghy comment: I just don’t feel the need to boldly assert my identity using a fictional character; and I find it kind of funny to think that someone might be judging me for that decision.

  5. I’m not in total agreement with #5. How often does a company change their logo?

    I do use a few different avatars, for different situations. But I use the same avatar for all business related networks. For personal networks like Facebook, I use a photo of my wife and I together (though even there most of my network is professional). And I make sure to Never use my professional avatar on vertical communities related to hobbies, interests or politics.

    As is the case with many, there are over 100 people with my same name on Facebook (much to my amazement), so having a consistent photo on all professional related sites makes me more identifiable than just my name. And even if my name is associated with a profile on a personal interest site, by Not using my professional avatar it allows me to much more easily ‘blend into the crowd,’ so to speak.