Definition

Portable Personal Brand: It is the ability to take your online personal brand assets with you when you move from company-to-company, change careers, change positions, or transition to being an entrepreneur.  Essentially the digital characteristics and assets of your personal brand move wherever you go.

Why is this important?  The number of times a person changes careers is about 5-7 from the research that I have done.  The Bureau of Labor Statistics (BLS) doesn’t provide data on career changes but on the number of jobs a person holds in his/her lifetime (which is 10.8 jobs from ages 18 to 42.) So it is not a matter of if but when you are going to change careers and/or change companies. It is critical that you keep your personal brand portable.

Tips for Portability of your Personal Brand

• Personal Branded Social URLs: Always maintain separate personal branded accounts.  Your personal social network account URLs should not be tied to the company accounts as the only accounts you have or manage.  When you leave a company your accounts should come with you no questions asked, but this can only happen if you own the accounts.  In an ideal world you want to bring your pre-existing accounts with you to your place of employment if they are relevant.

• Own Your Network: If the contacts in your network are housed only in the social network there is an inherent risk if your account gets comprised or the terms of service changes.  Your network will become more of an asset in the workplace, not necessarily because of numbers but become of influence.  Create your own personal database from your social network contacts, you need to own your contact list.  Download and import your contacts into a personal list that you own and manage (Note:  If you are tweeting from company accounts legally you don’t own the contact list. Everyone knows there is a difference between contact names and relationships.)

• Set-up Linkedin Profiles Properly: Set up your Linkedin accounts with your own personal email address (i.e. Gmail account).  There have been situations where people have been locked out of their accounts because the account was set-up with a corporate email address.

• Own Your Hub (Don’t just rent): Every professional should own the online hub of their personal brand (the online destination/dotcom.)  Make sure your dot com isn’t linked to your current job (i.e. www.HajjFlemingsNike.com.)

Case Study:  Frank Eliason v. Comcast Cares

The new poster child of portable personal branding is Frank Elisaon who most of us have known online as @Comcastcares.  Frank recently changed companies and is no longer the Comcast Cares guy, like LeBron he has decided to take his talents elsewhere (Note:  There was no TV special and Frank left on good terms with Comcast from what I can tell).

Franks former Twitter handle @ComcastCares is obviously not portable and will be maintained by Comcast. Let’s be clear both Comcast and Frank have mutually benefited from the work that was done.  Has Frank lost the total value of his personal brand or the work he has done?  Absolutely not!  There are something’s he will have to start from scratch on and build awareness of his new portable personal brand. If you look at the web location on his Twitter account it is linked to: www.frankeliason.com. Also you can follow Frank on Twitter at @FrankEliason to date he has about 1,700 followers.

@ComcastCares

@FrankEliason

Benefits

One of the major benefits of having a portable personal brand that it can create a unique opportunity for a portable career.  What do I mean by a portable career?  Portable careers are job situations that don’t depend on location with flexible work environments that allow you to do your job remotely for the most part.  With the development of technology:  Skype, WI-FI, and other technologies that allow you to work remotely these types of opportunities are starting to increase.  Portable careers will grow in popularity in the future as work changes.  The forerunner to this is alternative work arrangements which companies have become more comfortable with as a way to provide a benefit to the company and cut cost when they can’t pay an employee more money.

When is this critical?  Portability of your personal brand will come into play the most when you are executing a career change or moving to a new employer.

How Portable is your Personal Brand?

Jason Falls is a thought leader in the new media space and I had an opportunity to talk with him recently about social media strategy.

Social Media Explorer is the online home and blog of Social Media Explorer LLC, which is my consulting company. I’ve been called all sorts of things by folks around the social media, public relations, marketing and communications industries. I shy away from self-aggrandizement.

I see myself as a social media educator, a social media strategist and a public relations professional. I help companies understand the social web and show them how engaging consumers online can help their business. I’m also a writer, both of blogs and other materials, and try to spend much of my spare time doing that.

If I have a unique perspective it would be the result of having lead a national advertising agency’s Interactive and social media efforts, working with Fortune 100 brands as a social media strategist and serving as an independent consultant in the social media industry. I have advised major, regional and niche brands including Jim Beam, Maker’s Mark and Knob Creek bourbons, NASCAR driver Robby Gordon, Humana, Gary C. Johnson Law Offices, Purely Products, SHPS, Sun Tan City, Mighty Dog, Louisville Slugger, Bionic Gloves, The National Center for Family Literacy and WeSeed.com.

SocialMediaExplorer.com, the blog, gets a fair amount of recognition, of which I’m very grateful. The most notable of which is probably listing in the top 20 or so (it changes daily sometimes) of the Advertising Age Power 150 Blogs. For a few weeks in 2009, I was actually ranked No. 1. (Not sure why.)

Nuggets from our Interview

• Social Media strategy:  Start with the end in mind.
• Social Media strategy is about setting measurable goals.
• Make your social media goals singular.
• After the goals are established then you can focus on tactics of how to get their.

How to Follow Jason

Twitter:  @JasonFalls

Blog:  www.SocialMediaExplorer.com

The Michigan Technological University’s School of Business and Economics – Tech MBA Online has developed a Career Re-Tool Workshop to help you Re-Tool, Re-Wire and Re-Think your career and future.

This FREE event is designed to enable you to evaluate your career planning strategy and position you to grow personally and professionally.  This is a must attend event for job seekers, those in career transitions and people who want to re-tool themselves for promotion in a challenging job market.

Register Today!!!!  Seats are limited!!!!

Register at:  http://bit.ly/2010retool

Speakers

Hajj E. Flemings – Personal Brand Strategist/Founder of Brand Camp University

Brenda Rudiger – Director of Alumni Relations at Michigan Technological University

Paul J. Hindelang – President at Results Systems Corporation

Agenda

Networking

Re-Tooling yourself with Education

We will explore the value of education as a career strategy to help you stay globally competitive in a challenging job market. This session will focus on the benefits of an MBA and higher education to empower you to reinvent and re-think your future.

Re-Wiring your Career with Social Networks and Online Tools

Come and learn how to rewire yourself through social networks and online channels to connect with companies and identify new career opportunities.  Become a person that understands how to translate their network into value.

Re-Thinking your Financial Strategy

Has your 401K got you down?  It is time to re-think your financial strategy and prepare financially for your career transition?  Come and get fresh new ideas for investing, financial planning, insurance and social security.

Brian Solis is one of my virtual mentors.  I follow his work online in the new web and I think he is one of the smartest in the space.  I had the pleasure of interviewing him and to talk briefly about his latest book, “Engage”

Brian Solis is Principal of FutureWorks, an award-winning New Media marketing and branding agency in Silicon Valley. Solis is globally recognized for his views and insights on the convergence of PR, Traditional Media and Social Media. Considered one of the original thought leaders who paved the way for Social Media and PR 2.0, Solis is co-founder of the Social Media Club and is an original member of the Media 2.0 Workgroup.

Nuggets from our Interview

• Engage was written to help companies build, cultivate, and measure success in the new web.
• Engage is a book designed to scale with you as you grow whether you are a small business, non-profit or being a part of an enterprise organization.”
• Champions effect change.
• Being an expert doesn’t engender change being a champion does

Quote

“Who I am today and who I want to be tomorrow are separated by the things I do today.” – Brian Solis

How to Follow Brian

Twitter:  @BrianSolis

Blog:  www.BrianSolis.com

Can a personal brand be defined by numbers? Let’s talk about it.  To set the tone for this blog post let’s talk numbers anything that you want to grow you need to measure.  As a personal brand what are the numbers that you should be focused on?

I decided to compile a list of some of the top personal brands and people that I highly respect in terms of their passion and business acumen. Here are some of their numbers:

Facebook Friends/Fans

• Joseph Jaffe – Founder of Crayon which was recently acquired by Powered and author of ‘Flip the Funnel. (3,252)
• Rohit Bhargava – SVP Senior VP, Strategy & Marketing / Ogilvy 360 Digital Influence/Author of ‘Personality Not Included’ (2,300)
• Gary Vaynerchuk – Author of ‘Crush It’ and Founder of ‘WineLibrary.TV’ – 46,723 – Rock Star Numbers
• Lady Gaga – Musician (10,959,266) – Rock Star Numbers

Blog Comments

• Seth Godin (www.SethGodin.com) – Author of ‘Linchpin’ and over dozen best selling books and runs the most read Marketing blog on the planet.  There are no comments because Seth doesn’t allow you to leave any. (0)
• Sarah Evans (www.PRSarahEvans.com) – She is the President of Chicago based public relations and new media consultancy Sevans Strategy and runs #journchat. (23 – Average number of comments per blog post in 2010)
• Darren Rowse (www.ProBlogger.net) -  Founder of ProBlogger.net and co-author of ‘Pro Blogger:  Secrets for Blogging Your Way to a Six-Figure Income’ ) – Rock Star Numbers

Twitter followers

• Kevin Carroll (www.kevincarrollkatalyst.com) – Author of ‘Little Red Ball’ talks about the concept of play and is a internationally sought after speaker. (1,841)
• Noah Brier (www.NoahBrier.com) – Works for the The Barbarian Group and created Brand Tags and was on one of Fast Company’s 2009 100 Most Creative People (3,964)
• Tony Hsiesh (www.Zappos.com) – CEO of Zappos and Author of ‘Delivering Happiness’ (1,704,249) – Rock Star Numbers

Blog Post

• Evan Williams – Founder of Twitter.  Over the last year has three blog post to EVHead.com (3)
• Guy Kawasaki – Managing Director of Garage Technology Ventures, Author of ‘Reality Check’ and 8-other books.
• Majora Carter – From 2001 to 2008 she was Executive Director of the non-profit she founded: Sustainable South Bronx – where she pioneered green-collar job training and placement systems in one of the most environmentally and economically challenged parts of the US. This MacArthur “genius” is now president of her own economic consulting firm, a co-host on Sundance Channel’s The Green, and host of a new special public radio series called, The Promised Land. Spoke at TED. (10)
• Emily Pilloton – Founder of Project H Design/Author of a Design Revolution: 100 Products That Empower People.  Spoke at Pop Tech. Doesn’t have a blog. (0)
• Chris Brogan – Founder of New Marketing Labs/Author of ‘Trust Agents’ (Blogs Like everyday) – Rock Star Numbers

Videos Uploaded in YouTube

• Mitch Joel – Author of ‘Six Pixels of Separation’/Founder of Twist Image.  Number of videos uploaded in YouTube (into the Twist Image & Mitch Joel Accounts).  Runs an extremely popular audio podcast that you can subscribe to on iTunes.  (6)
• Chris Pirillo - Chris has been participating in Internet conversations since 1992, having launched Lockergnome as a content publishing network and building Gnomedex to be one of the blogosphere’s highly regarded conferences. (2,880) – Rock Star Numbers

E-Commerce Sites

• Tom Peters – There are no financial transactions made on his site. Clicks Required to Make a Financial Transaction: (0)
• Mark Victor Hansen – Author of ‘Chicken Soup for the Soul’) – Rock Star Numbers

If you listen to the tips of all the ‘EXPERTS’ they will tell you that you need to:  blog everyday (or regularly), you should do video, you should write a book, you should have an insane number of Twitter followers, you need 10’s of thousands of Facebook friends/fans and you should have an e-commerce site that you can make a financial transaction within three clicks.

Maybe I am looking at this issue beyond the numbers because I only have 5,300 Twitter followers and 3,280 Facebook friends.  Maybe my opinion is jaded because I don’t have the big numbers, but my point is find the numbers that matter to your personal brand versus chasing others.  My blog post is not about the numerical silver bullet for personal branding but that looking purely at numbers will not always accurately tell the story or the strength of the personal brand.

Let me know what numbers impact your personal brand?

(Note:  The data for this blog post was as of 07/05/10)

In an instant my YouTube account with over 13,000 views was deleted. In my mind Google is a great company so I knew they are going to respond swiftly when I contacted them about this simple mistake they made.  I have entered questions into their online forum, emailed questions to YouTube, and called the Google office only to get totally ignored.  I can’t begin to explain to you the level of frustration that I felt because I have gotten ZERO response from one of my favorite Brand.  Over the years I have put a great deal of trust into ‘FREE’ resources like YouTube.  I now understand there is always a tradeoff to ‘FREE’ and one of the main reasons is:

• No Customer Service: Humans don’t typically service other humans that don’t pay.

The Impact to your Personal Brand and Dependence on Google

How dependent is your business on Google?  I am really starting to re-think how I build my personal brand with Google and other FREE tools.

Some of the Many Google Services that I use

• YouTube Videos
• Gmail account emails
• Google Docs
• Google Calendars
• Google Checkout

If your account is temporarily or permanently compromised what is the impact to your personal brand/business?  I walked away from my FREE experience saying I would rather have a paid service that I could hold someone accountable.

Tips for Managing you Personal Brand with FREE

• Own Your Hub: As a personal brand you need to own the main hub of their online activity. (i.e. www.ChrisBrogan.com)
• Back-up Everything: Anything in FREE services needs to be backed up:  videos, documents, important emails, etc.
• Re-Evaluate your Dependence on FREE: Re-Evaluate everything that you have in FREE social networking sites or other FREE services you use.
• Carefully Select Account Managers: If you have a third party managing any of your social network accounts be very careful.  Your reputation can be compromised and your account suspended or deleted because of inappropriate activity (anything that violates their Terms of Service)

Blog Post on FREE Services and Frustrations

• When Free Cost a Fortune – Mitch Joel
• When Google Owns You – A New Chapter  – Chris Brogan

I write this blog post to get you thinking and planning so that you can be proactive in managing your online personal brand.  It is also validates to me that nothing in life is FREE there is always a cost.  It is just a matter of who is paying, when they pay and how much.  Does this mean to stop using Google or other FREE services like YouTube, Facebook, or Twitter?  The answer is no but you have to manage your dependence.

Would you be willing to pay for a services that are currently FREE (i.e. YouTube) for customer service and the ability to hold someone accountable?

(Photo Credit: Google Logo Render by mark knol)

1. Make your Blog Social – Integrate a Twitter widget into your blog to give it wings. (Example: @careerrocketeer)

2. Custom Background Image – Integrate a visual image in the background that reinforces your personal brand and connects with your blog. (Example: @ChrisBrogan)

3. Polish your Avatar – Integrate a professional looking avatar that is consist across all your social networks that visually looks like you so that people can associate with you.

4. Strategic Social URLs – Choose your Twitter handle wisely. Choose a name that you are strategically planning to build brand equity with.

5. Be a Trust Builder – Twitter is more than a channel where you build a large number of followers. You are really building trust with the people who follow you.

6. Character 2.0 – Your tweets are a character stream that people can validate.

7. Think before you Tweet – All tweets are now archived forever by Library of Congress (LOC), all tweets from March 2006 going forward. http://bit.ly/dq5Wws

8. Profile Bio – Your Twitter profile should identify who and what you are (Example: @KellyLux)

9. Re-Tweetable Bio – Create a bio that is re-tweetable with 120 characters.

10. Create Touch Points – Each tweet is a potential touch point with a potential employer, business partner, customer or strategic partner so handle them with care.

11. Integrate into your web 1.0 Content – Integrate into your business cards other marketing literature.

12. Own Mindshare – Own Digital Real Estate: tweets, @replies and mentions allow you to position yourself in the mind of your target audience.

13. ROI (Return on Identity) - Over time you are creating return on identity so make sure you are re-enforcing the identity you desire.

14. Become a Sound Bite King – Tweeting forces you to think in little commercials (or sound bites)

15. Own a hashtag - A hashtag is a community of people. Owning the hashtag is a commitment to purposeful content on a selected topic. (For example:  #journchat is the hashtag for the Twitter Chat founded by  @PRSarahEvans which is an ongoing conversation between journalists, bloggers and PR folks.)

16. Be Focused – The focus or goals of Twitter account must be determined. Are you a personal or branded account (For example: @HajjFlemings vs. @BrandCampU .)

17. Biz Development/Lead Generator – Think about how you can create monteizable biz opportunities.

18. Searchable/Query – Query content and keywords that are relevant to your niche it will foster greater interaction with people in the space you are focused on.

19. Broadcast your Blog Post – Great way to syndicate your blog post to your community (Example: @problogger)

20. Blog Post Titles – It forces you to think about tweetable blog post titles. Integrating Twitter handles and titles that people will want to share. (Example: @thisissethsblog)

21. Master 120 – If your tweets are longer than 120 characters you are grounded your tweets and eliminating the more value aspect of tweeting the re-tweet.

22. Twitter List Barometer – Use it as a barometer of how your network views you. If you want your network to view you as a PR Specialist but you are only on underwater basket weaving list then you need to re-evaluate the content you tweet.

23. Attend Tweet-up – As you began to attend tweet-up it is your badge and your ID that is used to communicate. Connect with likeminded people.

24. Track Content – Use Bit.ly or Hootsuite to track to identify quality metric data.

25. Set-up Groups/List to Focus on Content from specific users.

26. Meet People in New Markets – When I travel I use Twitter as a tool to meet users/influencers in new markets using tools like WeFollow.com

27. Pay attention – Listening is critical respond to your @replies and mentions build reputation as being attentive and responsive.

28. Become a Case Study – Melinda Emerson (@smallbizlady) – She developed a strategy 20-months prior to being on Twitter. The end result is that she has used Twitter to develop a platform for people to connect with her on her book ‘Become Your Own Boss in 12 Months’. She realized that 60% of people who buy books buy it from someone they have had contact with.

29. Become Geo Loc Enabled – Geo location apps like Foursquare and Gowalla are great at events like SXSW it helps you to connect with people that you want to network with.

30. Crowdsourcing – Your network is a diverse, geographically disperse community and is a prime target to crowdsource ideas to get quality recommendations and leads.

31. Mobilize – The use of smartphone third party apps allow you to be responsive and connect in real-time on opportunities you don’t the time to get in front of a desktop computer for.

32. Online/Offline – Focus on turning your online Twitter friends into offline interaction.

33. Don’t Argue – Don’t try to prove to someone you are smarter than them by arguing back and forth in a stream of tweets to prove your mental superiority. This will not add value to your brand.  (This was birthed out of a tweet exchange between @claudinerenee and myself about Butler University.  She responded to one of my tweets in which she had more information than me so we continued our conversation offline.  I wanted to understand her position without filling my Twitter stream with our discussion.  I walked away more informed.)

34. Online Reputation Management – Use Google alerts, Keyword searches and third party apps to manage and monitor your Twitter reputation.

35. Account Managers – Be careful who manages your account. Giving a third party access to your account could cause your account to be suspended, lose your account name or to destroy our reputation by tweeting something that is beyond repair.

36. Tom Peters & Seth Godin Rule – It is not about the numbers. As of 06/30/10 together Seth and Tom have 17,303 followers (Seth Godin-5 & Tom Peters-17,298) but they have more influence, a higher quality of life and they make more than most people with over 100,000 followers.

How to Follow and Participate:

To participate you can use http://search.twitter.com or http://tweetgrid.com/. Watch for tweets with the hashtag #mbachat and follow the conversation on the @TechMBAOnline Twitter account.

This chat is sponsored by Michigan Tech MBA Online program: www.mbaonline.mtu.edu.

Chances are you set out to create your brand in order to attract more business or interest from employers, peers and investors. Let’s reach out to these target groups and bring your brand to market. You will have to be where your customers are and the goal will be to be perceived as better than the competition.

Here are a few steps you can take:

1. 1. Be the expert

Everyone wants to work with or buy from the expert in their field. This means the expert can pick and choose who to work with and they can set their own price. Becoming the expert is a long-term process but it starts with you making sure to know more than others. You should read blogs, books and periodicals, listen and discuss with industry leaders and fully immerse yourself in your subject matter. In addition to that, always strive to develop new ideas so that you are able to deliver eye-opening concepts to your audience. Look at Seth Godin, this man’s ideas are usually ahead of their time and I would venture to say that he reads and listens more than most of his peers.  (Note:  Being an expert is not a title that you anoint yourself with but is confirmed by the community you serve.)

2. Share your expertise

This is all about believing in the law of reciprocity and trusting that your hard work will come back to you. Although the obvious way of doing this is by blogging, there are lots of other ways you can offer free information, advice or coaching. The point here is that you want to be seen as a person that happily shares great advice with others and this will attract a need for your services as an up-sell. A great example of this would be Chris Brogan, who churns out quality content every day that ensures he stay at the top of his game. His up-sell are consulting services to major blue-chip companies, I suspect you wouldn’t mind being in his shoes.

3. Be well-connected

With the power social media it’s easier than ever to get to know people. Make sure you are active on Twitter www.twitter.com as this is where you can get a feel for what is going on in your industry. Using a combination of offline www.meetup.com and online networking tends to be very effective. Get to know the ‘big cheeses’ in your industry, it really not that hard – they are just regular people that have more experience than you. See your peers as colleagues and not competition, there is plenty of work to go around. Make sure you connect your contacts with other contacts, as they will do the same for you.

4. Work all angles

Avoid becoming a one-trick pony and risk boring people to bits. Mix things up a bit by writing and speaking about your hobbies, about your family and generally injecting a bit of personality in your brand. Don’t just be in ‘work mode’ when you are working and don’t just be in ‘chill-mode’ when you are not. Some of the most lucrative business partnerships ever have been formed outside of the professional arena, when it’s actually a great deal easier to fly in under the radar and create solid contacts.

5. Stay in business mode

The downside to promoting your personal brand is that you can easily get carried away. Taking on too many speaking opportunities, attending too many networking events or blogging too much are all symptoms of this. Your first focus has to be on sales and you have to stay profitable no matter what phase your branding exercise is in. Remember that success breeds success and you will only achieve monetary success by keeping your eye on the business first of all. Richard Branson has one of the greatest brands ever but the no. 1 factor that brought him there is his strong business acumen.

Bottom line

That’s the smoking hot tips for you today; these tips have worked well for others and will work for you. Just bear in mind that whatever you do has to stay authentic and above all consistent with your brand. If there is any discrepancy or discord in people’s minds, you risk doing more harm than good to your personal brand.

Jorgen Sundberg is a London based personal branding consultant with a passion for social media and blogging.  He blogs at JorgenSundberg.net http://jorgensundberg.net and his company site is Personal Branding UK http://personalbrandinguk.com. You can connect with him on Twitter @jorgensundberg

1.  Linkedin Answers

The Linkedin Q&A section is an underutilized portion of the  site that is extremely beneficial for both those asking and answering the questions.  The premise is simple: One Linkedin user asks a question to the entire site, and any number of users are allowed to offer their responses.  You can sort by category or search by keyword, allowing you to locate the specific questions that pertain to your field.  Providing a brilliant answer can benefit you in multiple ways:

• The initial questioner will be extremely thankful, and will likely want to connect with or learn from you further.
• Other users will notice the smart response, especially if highlighted as a “Best Answer.”
• A recruiter or potential client might notice your response, and a door could open for you that would not have opened otherwise.

2.  Formspring.Me

Formspring is a brilliantly simple website that allows others to ask questions directly to you.  As Tech Crunch points out, anyone can ask you anything.  Might you get a few off-the-wall questions you don’t know how to answer?  Probably.  But, the site does offer a unique and direct way for would-be questioners to pick your brain on the subjects you know best.  Who knows what connections you might “form” as a result?

3.  Yahoo! Answers

Yahoo! Answers is quite similar to Linkedin answers.  Questions are asked by one individual, and the entire group can provide brilliant (or sometimes otherwise) responses.  The one main difference between the two sites?  Yahoo! answers tend to rank extremely high in web searches.

Want to know something like…“Is there a career that combines green/eco-friendly living and non-profits? Chances are, your web search will feature the top responses from Yahoo! Answers.  There might not be an easier way to get your name and links on the top of relevant Google Search results.

4.  Twitter Chats

Twitter chats are gaining major popularity recently.  As Maria Duron describes, “Twitter chats are when you chat on Twitter around a certain subject and mark each tweet with a hashtag (#) denoting that you are associating it with that chat or topic. ..a Twitter chat happens at one specific time and everyone gathers tweeting about that subject.”

Most often, a set of questions is provided by a moderator, and individual Tweeters respond with their answers.  If your answers are thought-provoking, you are likely to gain a few Twitter followers that want to connect with and learn more from you.

5.  Your Own Blog

Your own blog is certainly a place to showcase expertise via thoughtful blog entries.  But, it can also be an excellent place to answer direct questions from readers.  Essentially, you can set up an “Ask the Blogger” page to mimic the functionality of a Formspring.Me page.  Readers can submit questions via public comments or through a private contact form.

How you answer the questions is up to you.  My “Ask Ryan Rancatore Your Personal Branding Questions” page mentions to readers that the best questions just might be answered in a full blog article – with attribution to the source.

Using any of these five sources to answer questions is a simple way to showcase your expertise across the web.  Can you think of any others?

Ryan Rancatore discusses how to build an authentic personal brand that stands out at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin.

Photo credit, Damon Duncan.