Booked Solid: Building Your Brand to Build Community

Originally published August 2026
Library Developments Blog  |  Library Development and Networking Division

Texas State Library and Archives Commission

 

At the 2026 Texas Library Association Annual Conference, I had the privilege of leading a discussion on marketing yourself as a library professional. Although the session took place over the course of an hour, the ideas behind it had been years in the making. What began as scattered thoughts gradually evolved through conversations with my TALL Texans alumni colleagues and fellow panelists, who challenged me to think more deeply about what it truly means to build a professional identity.

When our first proposal for the 2025 conference wasn't accepted, the experience challenged us to sharpen our purpose rather than abandon it. As we revisited the concept, our focus shifted from personal branding as self-promotion to personal branding as professional stewardship. We wanted to empower library workers to strategically communicate their expertise, elevate their visibility within the profession, and cultivate the relationships that lead to collaboration, innovation, and meaningful partnerships. At the same time, we recognized that every time a library worker shares their knowledge, celebrates a success, or tells the story of their work, they also reinforce the value of libraries themselves—highlighting the essential role that library staff play in creating vibrant, connected, and resilient communities. By the time we presented the session in 2026, our message had become something much larger: investing in your professional presence isn't just an investment in yourself; it's an investment in your library, your colleagues, and the communities you serve.

This post is an extension of that journey in hopes of capturing some of the curiosity, encouragement, and sense of possibility that filled the room that day and inspiring reflection on your own professional story to recognize the value you bring to your community and embrace the unique impact only you can make.

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Effectively marketing yourself isn’t just a personal asset—it’s a vital community-building tool. Explore how personal branding, strategic self-promotion, and professional storytelling can amplify your impact and champion libraries as essential community hubs. Learn practical strategies for showcasing your unique strengths and leveraging your visibility. By investing in ourselves, we invest in our communities. In the following interview, Mark Gottschalk, Tarrant County College; Wenndy Pray, Mission Consolidated Independent School District; Chamong Siong, Fort Worth Public Library; and Christina Taylor, Texas State Library and Archives Commission explain how building your personal brand can help drive collective success.

Question 1: Let’s begin with each of us formally introducing ourselves and explaining our relationships to professional branding and strategic storytelling.

Mark: I serve as the Dean of Learning Commons at Tarrant County College, where I lead an integrated academic support model that brings together library services, tutoring, and student learning support into a single, coordinated system. When I think about professional branding, two ideas from Simon Sinek have really shaped how I approach both leadership and how my brand has developed over time.

The first is that when you compete against yourself, everyone wants to help you. That has really been true in my experience. By focusing internally on improving the work, rather than competing with others, I’ve been able to build strong relationships across my campus, across our district, and across the profession. That collaboration has opened doors, created partnerships, and over time has really become a core part of my professional brand.

The second idea is that leadership is about taking care of the people in your charge. For me, that shows up in how I invest in my team and how we approach our work. We’ve focused heavily on building a strong service culture, developing our staff, and creating environments that support students, faculty, and our broader community. And what I’ve found is that when you invest in people at that level, your impact multiplies—because your work is carried forward through them.

So when I think about branding, I don’t think about it as self-promotion. I think about it as the result of how you lead, how you deliver, and how you communicate the impact of your work. Over time, your brand becomes what others experience consistently from you—and what they share with others when you’re not in the room.


Wenndy: I’m a middle school librarian in Mission CISD (deep South Texas), and I often reflect on when I first became a teacher. When I think about personal branding and strategic storytelling, I am reminded of a quote by psychologist Haim Ginott. “I have come to a frightening conclusion that I am the decisive element in the classroom.” I was keenly aware of how my demeanor and nonverbal cues shifted the tone in the classroom in those early years. This sentiment applies to any environment; it is also true for the librarian in the space where they work. When we interact with those we serve, stories are woven. Some are short, and others are well developed through building relationships. When we interact with others, what stories do those interactions tell?

Before our customers engage with our offerings, they first connect with us. Keeping this in mind, I focus on marketability and professional branding. People are more receptive to stories than raw data, so I see myself as the storyteller of the impact and power of our library and learning commons services. This storytelling sparks connections and fosters collaborative partnerships. Since these connections are delicate, I always assume my audience is listening. The way you impress upon others reflects the quality of the service you provide, regardless of the context.


Chamong: I’m a branch manager for the Fort Worth Public Library. Unlike the other people in this panel - I am not well read…well, I do not have a quote or person to reference. >.< Shocker I know, especially as a librarian. People often associate branding with marketing and while they do share a spot on the same venn diagram, the two are not exclusive to each other. I agree with Mark, to me as well, branding is not about self-promotion but rather the perception of yourself. It’s about how you want people to see you, what aspects of yourself you are willing to share, and the potential interpretation risks we are willing to accept. Because people are varied and as are their experiences, our best intentions and the visage we present of ourselves may not be interpreted in the way we hoped. As we all know and probably experienced, good intentions may not always come across as good. The same could be said of how we carry ourselves and what we hope we are allowing others to see of ourselves. The perception we hope others see us in is what our brand is. How people associate you to them. So in the public library, it’s important for me to lean towards a perception of community first and I have to ensure myself and my team make the efforts to make ourselves available, open to conversations, and willing to engage - whether it be at the library or a location within the community. And people talk - so your name, your perception, your branding will be carried through in those conversations.


Christina: I serve as the Library Management Consultant at the Texas State Library and Archives Commission, where I support public library directors and managers across Texas by connecting them with resources, training, and guidance that help them lead their organizations with confidence. This work includes developing and delivering programs, sharing tools and best practices, and ensuring that library leaders have access to the information and networks they need to address obstacles, pursue opportunities, and better serve their communities.

My interest in professional branding and strategic storytelling is rooted in a quote often attributed to Oscar Wilde: “The only thing worse than being talked about is not being talked about.” While I appreciate the sentiment, I have come to see it as a false dichotomy. Throughout my career, much of which has involved social media, online engagement, and community-facing work, I have learned that if you are actively serving your community and contributing to your profession, people will talk about you. The more important question is: what will they say?

That is where professional branding and strategic storytelling become so valuable. By intentionally sharing your story, you can help shape the narrative that surrounds your work and ensure that the qualities, values, and contributions you want associated with your professional identity are the ones most readily available to others. For me, branding is not about self-promotion; it is about making visible the values that undergird and unify the work you do. Although I am naturally an introvert, I have worked deliberately to document and share my professional contributions in ways that are accessible, discoverable, and useful to others. By making those materials easy to find online, I increase the likelihood that when people seek information about my work, they encounter the story I want told—one that reflects both my values and my contributions to the profession.

Question 2: Why is personal branding—separate from that of our institutions—important for us as professionals, and how does it relate to community building?

Mark: I think personal branding matters because our impact as professionals doesn’t stay contained within our institutions. Institutions provide the platform, but we are the ones designing services, building relationships, and creating experiences for students and faculty. If we don’t clearly communicate how we do that work and what we bring to it, that impact can become invisible—or it gets attributed only to the institution. In my experience, your personal brand is what allows your work to travel. It’s what leads to collaboration across departments, across campuses, and across the profession. It’s what brings people into your work and allows you to contribute to something larger than your immediate role. That’s where community building really begins.

At the same time, I think it’s important to recognize that personal branding isn’t separate from the environment you’re working in—it has to operate within it. The core of your brand—your values, how you lead, how you treat people—should be consistent. But how that shows up in practice has to align with your institutional context, your community, and the expectations of the environment you’re in. In Texas higher education, for example, there are specific expectations and contexts that shape how we engage, communicate, and lead. Being effective means understanding that environment and aligning your approach in a way that is both appropriate and impactful, while still staying grounded in your core values.

So for me, personal branding and community building are directly connected. Your brand is what makes your work visible and relatable, and that visibility is what allows others to connect, collaborate, and build something together.


Wenndy: We operate within the service industry, where personal connection fundamentally relates to our identity, the value we contribute to various conversations, and the institutions with which we are affiliated or employed. Each individual brings a distinct set of skills, tone, approach, and knowledge shaped by personal experiences and education. While our institutions serve as the platforms for our activities, it is our personal contributions that influence the overall experience.

Our past encounters and the lessons learned have shaped us, resulting in a unique “product” that, given our inherent individualities, coalesces into our personal brand. This concept differs from community building, as one’s personal brand pertains to an internal, individual effort. Conversely, community building involves outward actions that engage others. One method by which we cultivate our personal brand is through active participation in community building.


Chamong: What the others stated, I agree with. I also feel personal branding and institutional brands are closely tied, and for some individuals personal and organizational branding overlaps. Sometimes you may find yourself in a position where one has a more positive credit than the other. In my public library career, I have had people with certain organizations turn down partnerships because they felt strongly, in some way, about the organization and I also learned that personal branding can help you achieve developing a relationship with the community. However, in order for your personal brand to overcome organizational biases, there is a bit of work involved. You have to prepare for those tough conversations and prepare some talking points and compelling reasons as to why working with your organization and now, with you, will be different. Share your truths: what can you do, hope to achieve and how are you going to accomplish those proposed achievements, but do not make promises outside of what you are able to do (oftentimes the limitations are organizational and you have to respect those working boundaries). How you carry yourself is very much important in your personal brand and many times your presentation is often tied to your organization’s brand.


Christina: Your professional credibility is a transferable asset that adds value across every role and endeavor you pursue. The reputation you build within your communities of practice often travels with you, shaping how others perceive your capabilities and potential contributions. A former colleague captured this idea perfectly when, after I asked whether a particular expertise was the reason I had been hired, she replied, “No—but it did make you a strong hire.” While that skill was not the deciding factor, the credibility and trust associated with it strengthened my overall candidacy and distinguished me from other candidates.

Professional credibility also carries a responsibility. As we establish ourselves within our fields and communities, we gain the ability to influence who is heard, recognized, and invited into important conversations. One of the most meaningful ways to use that credibility is to mentor and support the next generation of leaders—whether through formal guidance, making introductions, sharing opportunities, or simply opening doors when the chance arises.

One of the greatest compliments I have ever received came from a colleague and dear friend who told me, “You speak my name in rooms that I don’t have access to.” Those words resonated deeply because they captured the power of sponsorship and endorsement. Ultimately, the value of professional credibility extends beyond personal achievement. Its greatest impact is realized when it creates opportunities for others, amplifies overlooked voices, and strengthens the communities we care about. The reputation we build is not only a reflection of our accomplishments; it is also a resource that can be invested in the success and growth of others.

Question 3: What are your favorite practical strategies for branding yourself as a professional?

Mark: I tend to think about branding less in terms of tools and more in terms of habits—things you do consistently over time that shape how people experience your work.

• The first is being user-centered and aware of the environment you’re working in. No matter your role or library type, there are always needs you’re responding to—students, patrons, faculty, your community. When you consistently design your work around those needs, and align it with what your organization is trying to accomplish, people begin to associate you with that impact. And that can look different depending on where you are. In some environments it might be focused on access, in others on instruction, technology, or community engagement. But when you stay grounded in your users and aware of your context, your work becomes both relevant and effective—and over time, that’s what your brand is built on.
• The second is contributing to and communicating within the broader profession. That can take a lot of different forms—presenting, networking, writing, mentoring, or simply being engaged in conversations with others in your field. Not everyone has to do that in the same way or in highly visible ways, but being part of that professional community matters. That’s how your work becomes connected to something larger, and how your perspective and experience begin to shape how others see you.
• The third is investing in people and relationships. Your brand is shaped just as much by how you work with others as by what you produce. Early in my career, I went to a Texas Library Association district meeting and introduced myself to Debbie Garza and Maribel Castro. I didn’t know them—I just walked up, introduced myself, and asked how I could help. And then I followed through and did the work. What I’ve come to realize over time is that most people in this profession want to help. They’re willing to mentor, they’re curious, and they want to see potential in others and help them reach it. So a big part of branding is being willing to step into that—being open, being willing to contribute, and then following through when those opportunities are given to you. And as your career progresses, it also means paying that forward and doing the same for others. Over time, those relationships—and whether you show up, contribute, and follow through—become a big part of what people associate with you.

Wenndy: I'll share two valuable tips, knowing my fellow panelists also have many insights.

First, start building your personal brand by creating a CV or record documenting everything you’ve accomplished—publications, presentations, collaborations, podcasts, and professional training.

Second, inspired by my hospitality background, gather customer testimonials. Don’t hesitate to ask your community for reviews, which help identify areas for improvement and keep positive affirmations in sight—such as thank you cards, parent emails, and teacher compliments.

Receiving quality feedback, whether positive or indicating areas for improvement, relies on emotional intelligence. Though it might be tempting to dismiss opportunities for growth, it is crucial to approach feedback objectively, beyond initial discomfort. Regularly practicing. “How did I do?” or “What did you think about our collaboration?” helps one become more at ease asking follow-up questions naturally, demonstrating a sincere interest in self-improvement. If you are sincere about asking for feedback, your customers are more likely to be sincere in giving it.

Although requesting permission to display these quotes on your website or evaluation might feel awkward, it's crucial to confidently seek endorsements from people beyond your immediate superiors. These stories of success form a personal testament to your impact and demonstrate how you, not just your organization, deliver quality service in all your endeavors.


Chamong: It's okay to be the first to contact. Sometimes you have to be. Be honest. It's okay to acknowledge others' concerns.Sometimes you have to be the initiator. I often associate branding as perception. How others see you and how they see your organization. Branding is the narrative you want others to see you in. I use the term narrative because the perception of you, as an individual, and you, as a member of your organization, are closely linked, and truth be said, at the end of the day that perception can be colored by situations, incidents, or unrealized ignorance - all of which are outside your control. That said, you do have most of the control in how you want others to perceive you. Branding is how you communicate, accomplish tasks, and how you present yourself - and you want to with honesty. So going back to my initial response to this question: you may find yourself with a poor perception through inheritance or an unintended consequence through you or your organization's action(s). Reach out to those communities and those outside your organization and acknowledge openly with them their concerns and hesitations about working with you (i.e. this may mean acknowledging the poor perception those individuals may have of you and/or your organization) and then, as I mentioned before for a previous question, present to them as to why this time it’ll be different. Overriding or changing one’s perception - or that of your organization - requires this open communication and many times, for some positive leverage you’ll have to start that conversation.

My experience in working in public libraries I have experienced multiple occasions where potential partners have expressed some skepticism of partnership. Oftentimes due to the long length of time (or in some cases never) lacking a dialogue of wanting to maintain a partnership, some people may feel a disingenuous attempt at fostering a relationship.These conversations are hard, especially if a discussion has never happened or hasn't happened in awhile. Sometimes - you have to be the first to break this silence and be the first voice or be the first to reach out, and if done honestly, sincerely, within your capabilities, often times, you’ll manage to overturn those negative perceptions into positives.

Though, always maintain those relationships: check in, ask frequently, and share events and/or needs. Branding and marketing isn’t a one time and done deal. That’s why you’ll see multiple ads for products - once is not enough. It’s the same for personal branding and I feel how you go about performing your duties and your communication has to be consistent and in some cases, often. No one can do this for you.

Christina: My two favorite practical strategies for building a professional brand are maintaining an online professional portfolio and organizing your résumé around your skills and expertise. An online portfolio serves as a central repository for your professional artifacts—such as your résumé, work samples, presentations, publications, committee service, conference involvement, certifications, and professional writing—and provides tangible evidence of the quality, scope, and impact of your work.

Likewise, a skills-focused résumé can often tell a more compelling story than a purely chronological work history. While employers and job titles provide context, they do not fully capture the value you bring. Each of us is far more impressive when represented by a body of work and the competencies we have developed throughout our careers than by a list of places where we have worked. Together, a well-curated portfolio and a skills-based résumé help ensure that your professional brand reflects the full breadth of your expertise, contributions, and potential.

Question 4: What advice would you give someone who’s just getting started in this work?

Mark: I would start with clarity. Before you think about branding, take some time to understand what you actually bring to your work. What are the things people come to you for? What problems do you enjoy solving? That’s the foundation of your brand.The second is to start where you are. You don’t need a title, a platform, or a big opportunity to begin. It can be as simple as getting involved in a project, attending a meeting, asking how you can help, or connecting with someone whose work you respect. Those small steps add up over time.And the third is to follow through. When you say yes to something, do the work and do it well. That’s what builds trust, and trust is what builds your reputation. And I would just add—don’t overthink it. Most people in this profession want to help, and they’re willing to invest in others. If you show up, contribute, and stay consistent, your brand will develop naturally over time.If you show up, contribute, and follow through, your brand will take care of itself.


Wenndy: Here's a variation of a well-known quote I learned during my time in the Executive Education program at UT Austin's McCombs School of Business: “It's not about who you know. It's who knows you.” Everyone has a quick pitch that explains a library’s value, its influence, or what students or patrons deserve. But do you have one that focuses on the unique impact you can make? How can you enhance a space or improve team dynamics? Start by thinking about what self-advocacy means for you. Building relationships is crucial, and sharing a clear elevator pitch about what you contribute and how your experience creates an impact is beneficial at any point in your professional journey..


Chamong: Be actively involved in all the things; sometimes in topics that are not of interest to you. What do you want out of your career - assess and make practical decisions in your involvement. Extra point: You may learn you liked something you didn’t.

In my experience, when I follow what drives me in my work, everything else falls into place. Don’t compare yourselves to others.Yes, there can be positive comparisons, but realize the opportunities and experiences of others are not exact duplicates of yours and may not be duplicated because of the time, situation, and circumstance. Be honest with yourself and be diligent in cultivating your own interests. Only you truly know where your passions lie - leverage them to help yourself to build your personal brand.

Again, a reminder: your personal branding is you, and you have the power to control that narrative or perception of yourself. So lean into your strengths and follow steps to showcase those strengths. If you aren’t sure what they are - talk to others, ask for help. If you cannot find assistance within your own organization, reach out to others outside your organizations. Librarians love to uplift other librarians. This is a fact, in my experience. It’s a core of our profession. Don’t hesitate to reach out to those outside your organization and don’t let one bad experience prevent you from continuously trying.


Christina: My advice is simple: start small. Building a professional portfolio or curriculum vitae can feel overwhelming when you’re just getting started, so focus on taking one manageable step at a time. If you don’t already have one, create a LinkedIn profile and complete it as thoroughly as possible. The process itself will help you identify the key elements of your professional brand and the information others will want to know about your experience, interests, and expertise. LinkedIn can also serve as a home for work samples, presentations, publications, and other professional artifacts, eliminating the need to build a separate website right away.

If LinkedIn still feels like too much, start even smaller by completing your profile in a conference or professional association app. As you do, pay attention to any challenges you encounter—those pain points often reveal gaps that are worth addressing. For example, if you do not have a professional photo you are comfortable sharing, it may be time to invest in a headshot. If writing a professional biography feels difficult, set aside time to develop short (approximately 500 characters), medium (approximately 150 words), and long (approximately 500 words) versions that you can save and reuse. The goal is not perfection; it is to gradually build a collection of professional materials that make it easier for others to learn about your work and for you to share your accomplishments with confidence.

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In closing, thank you to my fellow panelists, the Texas Library Association, and everyone who joined us for this conversation. The thoughtful questions, shared experiences, and spirit of generosity that filled the room served as a powerful reminder that the library profession is strongest when colleagues support one another and celebrate one another's successes. It is my hope that this discussion—and this post—will encourage library workers to share their expertise with confidence, cultivate meaningful professional connections, and continue telling the stories of their work. By making those contributions visible, library professionals not only strengthen their own networks but also reinforce the enduring value of libraries as essential centers of learning, connection, and community.

Mark Gottschalk

Mark is an enthusiastic and vision-oriented higher education administrator with over ten years of experience in Texas Community Colleges and over fifteen years in libraries. He is currently the Dean of Learning Commons at the Southeast Campus of Tarrant County College, where he works closely with 4 other Campus-Based Deans and the Learning Commons departments and staff to create positive outcomes for students. Prior to coming to Tarrant County, he spent over four years at South Plains College, where he served as the Director of Libraries. At SPC, he led the reorganization of the library’s physical and digital spaces and started an ongoing process of collaboratively implementing a Learning Commons model based on the strengths of the respective departments and needs of students at SPC. He has a strong background in academic support department management, implementing assessment and improvement to support data-driven decision-making, and developing future leaders. He is active in the Texas Library Association, where he recently served on the Executive Board, and is currently continuing to serve as a mentor for the Texas Accelerated Library Leader (TALL Institute) Class of 2022. Mark is originally from the Pacific Northwest and has lived throughout the United States before settling in Texas. In his spare time, he enjoys reading, being outdoors, and coaching basketball, where he has served as a volunteer assistant for several years.

Wenndy Pray, Ph.D.

Dr. Wenndy Pray is a 20-year educator and librarian in the Rio Grande Valley of deep South Texas whose career is characterized by a unique combination of K-12 library expertise, customer service in hospitality, and advanced research. Having obtained her doctorate from Texas Tech University with a specialization in Language, Diversity, and Literacy Studies, she utilizes her scholarly background to advocate for the evolving role of school librarians. Her leadership within the Texas Library Association underscores her strong commitment to professional advocacy and systemic development. In addition to serving on TLA’s Executive Board, she has served as Conference Planning Committee Co-Chair and was part of a task force that helped design the new Public Director Certification program. When she isn’t library-ing, Dr. Pray is cuddling with her Standard Poodles, Tesla and Watts, tending to her plants, or listening to an audiobook while embarking on her next National Park adventure.

Chamong Siong

Chamong Siong has 15 years combined experience in library and library operations management, conflict management, and customer service. Team-oriented with leadership skills, self-motivated individual with skills to work collaboratively and independently. Adaptive to new settings and emergency situations. Able to create a positive and enjoyable work environment and build and maintain interpersonal relations.

Christina E. Taylor

Christina is a consulting librarian, information scientist, and educator. As a passionate supporter of her community, she’s been President of the Board of Directors for Girls Rock Austin, Chair of the Texas Maverick Graphic Novel Reading List Committee, Co-founder of the Central Texas Teen & Kids Comic Con, Vice President of Social Media for Reading with Pictures, and various leadership positions in the Texas Library Association - working with the Conference Planning Committee (CPC), Young Adult Round Table (TART), Black Caucus Round Table (BCRT), and Public Relations and Marketing Committee. Christina's areas of personal expertise include: Management and Leadership, Online Engagement, Education and Training Development, Comics Librarianship, Youth Services, Educational Technology Integration, and School Library Administration.