Ask Our Coach: Is this speaking engagement on-brand or off-brand?

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Q: I was asked to present at a professional association chapter meeting on a topic that, although I can competently speak to, is outside of my central communications platform. Should I accept this opportunity?

A: As your personal “brand police,” here are my thoughts…

The questions you want to ask yourself when making a decision like this:

• Is this an on-brand or an off-brand choice?
• Is this request really an opportunity? And, if so, what are the top three ways it benefits me?
• Are the audience members my target audience?
• Is the topic clearly connected to my primary area of expertise/core message?
• How will I be promoted and will this help me achieve my goals?

Going forward, it’s a good idea to come up with your selection criteria for the speaking gigs you will accept. For example, there are more than 100 paid attendees in the audience, the topic aligns with central personal brand message, you will be paid X dollars or have the opportunity to gain X dollars in new business, you will make valuable connections to key decision-makers, this event provides a greater level of brand visibility that will likely lead to future opportunities that are a fit.

Remember your time is highly valuable, so be clear on your objectives for taking time out of your schedule in saying yes. Consider:

• If this is a pro-bono event, does it warm your heart or generate career karma?
• If you already do a lot of focused volunteer work, do you need to add this activity?
• Does this time for “picking your brain” devalue your worth or add to it?
• Can you leverage this opportunity to take speaking photos for your website or to create video clips for YouTube?

The bottom line: My advice to many senior-level executives is anyone can be asked out on a date (and that is flattering!), but is this date worthy of your time, talent, and resources?