The Foundry for Art Design + Culture

The Foundry is a brand strategy and creative services social enterprise co-founded in 2007. We specialize in elevating executive and employee brands through building compelling executive and employee brands. From the beginning, The Foundry has collaborated to build beautiful brands, tell powerful stories, and further the cultural dialog through design, photo, and video for clients such as: Mohawk, Townsend Leather, Excelsior College, The Weather Channel, University of Leister, Upstate Medical University, Marriott, Opalka Gallery, Guth DeConzo.

The Foundry is a New York State certified Minority Women Business Enterprise (MWBE).

Chief Branding Officer + Co-Founder

United Group of Companies

Responsible for developing strategic branding solutions for all commercial, multi-family, student housing, and senior housing portfolios. Develop brand creative, market research, brand purpose, strategy and voice, naming, and visual identity. Developed concepts for integrating the brand into built environments. Responsible for planning, developing, and implementing all marketing and sales strategies, marketing communications, and public relations activities, both external and internal.

Director of Brand & Marketing

Oberlander Group

Responsible for the development and management of all creative work including concept, design, presentation, execution, and production. Senior management leader executing agency vision and brand stewardship, strategic planning across agency products and services—including marketing and public relations, and new business development.

Creative Art Director

Russell Sage College

Full-time faculty member responsible for teaching advanced level Visual Communication Design courses and development of Graphic Design, Typography, and Portfolio course curricula.

Visiting Professor

The College of Saint Rose

Full-time faculty member responsible for teaching advanced level Visual Communication Design courses and development of advance level Graphic Design, and Portfolio curricula.

Personal brand strategy for CEOs & C-Suites | 10Xing Executive Brands to increase revenue, build authority, and attract unicorn talent | Top 50 LinkedIn Creator 11th Worldwide, 3rd US | +94K IG | NYS M/WBE

There are two ways to be an executive in 2024: 

1. Be invisible. Be ignored.
2. Be seen. Be heard.

Most sit in the first.

As a leader, you have vast expertise. But it's hidden, isn't it? 

The bigger problem? 

You're forfeiting crucial opportunities.

Opportunities for partners to find you, customers to prefer you, and top talent to rally around you.

Yet, when it comes to:

– Driving growth and sales
– Recruiting exceptional talent
– Building a powerful employer brand
– Seeking thought leadership recognition

You find:

– Your personal brand isn't reflecting your capabilities
– Your influence is not as extensive as it should be
– Your team's digital presence is underwhelming

The solution? 

Transform your online persona through strategic Personal Branding.

That's our expertise.

Our services encompass:

– Crafting executive leadership brands 
– Tailoring your message for impact and reach
– Strategically enhancing your LinkedIn presence
– Employer brand videos that share your teams story

Are you serious about transforming how the world sees you and your team?

Reach out now to start your journey to personal and employer brand excellence.

How I doubled my leads through networking.

( some sass and a jedi mind trick )

You know that feeling when you enter 
a room, and naturally gravitate 
to familiar faces. 

That’s mere exposure effect.

Also known as familiarity bias.

- It’s our preference for the known.
- It affects our decisions unconsciously.

When networking on LinkedIn, leveraging 
this natural tendency can be a game changer.

Use my method:

1. Identify your networking goals
   
 → whether you’re job hunting
 → looking to make sales connections
 → expanding your professional network

Your goal shapes how you apply familiarity bias.

2. Target your desired connections
   
 → why would they connect?
 → what are their interests?
 → what do they share? 

These insights are critical for the next steps.

3. Put familiarity bias to work:

 a. Personalize connection requests
 - say why you want to connect
 - resonate with their interests
 - refer to recent content
 - use sense of humor

 b. Personalize welcome notes
 - send nice to meet you note 
 - find a topic to engage
 - ask how they are
 - new projects
 - the weather
 - recent post

[ No one goes to this level. ] 

They are usually blown away.

4. Be consistent but respectful
   
 → engage meaningfully in their content
 → if not active with posting, a casual DM
 → aim to be recognized, not seen as a gnat

Familiarity bias is now well-established.

5. Initiate a personal interaction
   
 → suggest a virtual call or coffee chat
 → keep intentions clear in the request
 → to a virtual meet-up or coffee chat

6. Maintain and grow the relationship
   
 → go beyond the first interaction
 → keep engaging with their work
 → offer help, share resources

It’s not just connecting. 
It’s engaging with purpose.

PS: How do you uniquely "connect?"

PPS: This is also the reason to post images of yourself.

Alana Sparrow 

6 lessons for life and business from a guy  

( my first true love )

This is Jim.

He’s my ‘Stepfather’ 

I never knew my birth father.
He died in a car accident.
I was 16.

Tragic in its own way.

But it’s ok.

As it turned out.

Jim was The Guy.

The only guy, to ever matter.

Jim was the guy 
who married my mama.
I was 7.

He was the guy 
who made our lives whole.

He was the guy 
who bought us our first house.

He was the guy 
who took me to Catholic mass.
Although he no longer went.

He was the guy 
who insisted I do what I was good at.

And reminded me it was ok 
to have things I had to work hard at.

When I felt sad about not having 
my ‘real dad’ around

He was the guy 
who spent extra time with me 
doing my favorite thing, hiking.

He was the guy 
who bought me a silver bracelet.
To commemorate my first period.

He was the guy 
who let me have wine at dinner.

He was the guy 
who ran off all the not-worthy boys.

He was the guy
who adopted me and my sister.

He was the guy 
who collected my summer paychecks.
Teaching me how to save money.

He was the guy 
who insisted I get a trade.
Before I went to art school.

So I’d always have a means 
to care for myself just in case.

He was the guy 
who knew I had to leave home.
To follow my bliss.

He was the guy 
who helped make me the woman 
I am today.

I was born 
the fatherless child of a teenage girl.

But I live today 
having had the best Daddy ever.

He's taught me so much, 
but I'll leave it here with these:

– Value in mentorship
– Investment in people
– Adaptability and resilience
– Embrace non-traditional paths
– Importance of emotional intelligence
– Long-term planning and responsibility

Who's your guy?

PS:
As of tomorrow, I'll be OOO.
Spending the week with an 89 y/o kid.

DMs will be the best way to reach me.

I took a 6-day posting hiatus, and this happened.

( it was enlightening )

I spent last week with my 89 y/o dad in the desert.

My sis and I have visited him 5-6X per year 
since my mom passed in June 2022.

Most of our time is spent making his future meals.

We prepare and freeze all of his favorites:

– Fritters
– Burritos
– Fried rice
– Enchiladas

This visit tallied to +150.

We hit happy hour daily at his favorite bar for a ‘nip.’

The trips are never a vacation.

But, always memorable.

This trip was unique.

Because it was the first since being ‘active’ on LinkedIn.

I did take a ‘break’ in the second week of 2024.

But even then not really.

I put in overtime the week ahead with scheduled posts.

This time was different.

There would be NO posting.

I only reposted existing content.

I wanted to be as fully present as possible.

This is what happened:

+1.1% followers
-80.8% impressions
-90.7% engagements
3 Discovery calls scheduled
5 Additional DMs being qualified
2 Upcoming podcasts scheduled
17 DMs from connections checking in
2 Workshops for internal execs scheduled

Let’s clarify the math.

Engagement and impressions are abysmal.
Followers hit the target to meet my 25K y/e goal.
People here noticed and cared that I wasn’t there.

The numbers that ‘mattered’ happened regardless.

The message is:

Build a business around your life.
Build a strategy to support your goals.

If you do, it all will shake out in the end.

Feels great to be back.

What did I miss?

My journey from inaction to 10x growth.

( you know you want it too)

In late September 2023, I started with 800 
connections after 14 years on the platform.
  
My goal was to 10x the crap out of my brand.

– 180 days
– 199 posts
– 390 shares
– 10.4K connections
– 7.92% engagement rate
– 1.6M impressions +215,345.6%
– 46,780 engagements, +275,076.5%

All cool.

Even cooler?

Tripled my MRR.

10xing meant MASSIVE action.

What action level are you?

𝗡𝗼 𝗔𝗰𝘁𝗶𝗼𝗻: 
You're invisible. 
– opportunities never come

𝗥𝗲𝘁𝗿𝗲𝗮𝘁𝗶𝗻𝗴: 
Deleting posts or not engaging. 
– potential connections lost
– opportunities pass you by

Still invisible.

𝗡𝗼𝗿𝗺𝗮𝗹 𝗮𝗰𝘁𝗶𝗼𝗻:
– status  quo
– average goals
– regular posting
– some engagement

Occasionally seen, but don't stand out.

Still missing out.

𝗠𝗮𝘀𝘀𝗶𝘃𝗲 𝗮𝗰𝘁𝗶𝗼𝗻:
– enormous goals
– strategic content
– high engagement
– high collaboration

You're seen. You're heard.

Massive action leads to:

– unparalleled visibility
– opportunity magnet
– thought leadership
– deep connections
– legacy building
– real revenue

Massive action is what I do best.

Are you ready to take massive action?

18 years, 10 countries, 1 dream.

( not for the faint of heart )

Picture this:

It’s 2005.

I’ve just sunk
every penny from
a divorce settlement
to retrofit a 1931 bank.

Why?

A home. A studio. A new dream.

Closing day, we hold an open house.

The whispered consensus?

‘What are they thinking?’

But who am I to fear risks?

I’ve demolished cobweb
ridden rooms to better
see my garden.

Tackled Massachusetts’
highest mountain on
my road bike, 5x.

Competed with
pros in BMX
and MTB
races.

Survived crashes
that landed me
in the hospital.

So, a historical restoration?

No match for me.

Each venture mirrors the
other’s roller-coaster
journey, heightening
my creative spirit.

Fast forward
six years of blood,
sweat, and nearly going
bankrupt, we finally made it.

Survived the ’08 crash.

Went onto host 48
art exhibitions,
film festivals,
and creative
workshops.

We found a purpose:

To ignite New York’s
capital creative
economy.

Simultaneously,
we built global
brands and
produced
award
winning
films.

We’ve been
globe-trotters,
visiting 10 countries
combined and meeting
incredible humans in tow.

We built a Jungalow
island getaway for
winter escapes
and dreaming.

All while not
waiting for
retirement
to live our
fantasy.

The lesson?

There’s no ‘someday’.

Tomorrow’s uncertain.
Yesterday is history.
Today is all we get.

Are you stuck in thoughts of:

‘I wish’ or ‘someday’?

Don’t.

Embrace the present.

Whether it’s taking that trip,
applying for a promotion,
starting a business or
a major life change...

What are you waiting for?

Make today your day.

Say hello to the
universe and
step into
your

greatness.

Intrigued by my journey? Let's connect!

PS: I want to hear about the boldest, scariest, riskiest, or most reckless thing you've ever done that worked out in the end.

3 factors and 1 truth make up personal branding.

( it’s internal )

You’re not "building" a personal brand.

This implies it’s primarily external.

And it’s mostly internal.

What it is:

Putting strategy behind 

( what’s most important )

– Where you want to go.
– What you want to do.
– Who you want to serve.

It’s that simple.

Whether you want to:

– Grow a business
– Advance a career
– Give a cause voice

Hell, have a yard sale

It’s the most powerful tool going.

And it’s available to everyone.

Have you ever thought of it this way?

If you're tired of starting over with your 
personal brand, then stop quitting.

( do this instead )

Focus
on consistent posting
despite the silence.

Quit
pausing your efforts
when engagement drops.

Focus
on refining your
brand message.

Quit
overhauling your strategy
with every new trend.

Focus
on deep
relationships.

Quit
seeing low engagement
as a failure.

Focus
on authentic presence
online and offline.

Quit
discarding your
core message for viral trends.

Focus
on applying feedback
into your strategy.

Quit
thinking short-term gains
over long-term presence.

The catch?

Most of what you need to do is
realize that consistency in 
branding mirrors how 
you persist in life 
and business.

For those not quitting, what keeps you going?

.......
"The only women who are really worth it are the ones who, if they want the moon, bring it down themselves” —Frida Kahlo

77% of buyers are more likely to buy when 
CEOs are active on social media. 

I'm going to layout what this looks like.

In this video, I’m not just talking
about personal branding and
business growth.

I'm living it.

Take a close look at my profile.

What do you see?

• Insights
• Engagement
• Dynamic discourse

I'm not just part of the conversation;

I'm leading it.

And you, C-Suite leaders, could be
doing the exact same thing with
your clients, customers,
partners, and talent.

I've spent 35 years branding corporations,
and if there's one thing I know, it's the
power of a personal brand.

It’s not just about being seen.
It's about being impactful.

While watching this video, ask yourself:

Are you just occupying a space,
or are you owning it?

This isn't just sharing thoughts; it's about:

• driving change
• capturing attention
• influencing decisions

You could be leveraging your
personal brand to do all
this and more.

Think of the opportunities
you're missing every day
you're not doing this.

That's not just a missed chance;
it's a loss of potential revenue
and growth.

So, watch, learn, and start thinking:

How can you replicate this level of
engagement and influence in
your own sphere?

The clock’s ticking, and the market
waits for no one.

Step up, stand out, and start creating
the impact you’re capable of.

It's not just about avoiding FOMO.

It’s about being the one others
fear missing out on.

Happy Sunday! What's for dinner?

PS: The size of your company doesn't matter. See the comments for 3 of the top C-suite personal brands on LinkedIn with teams of 15-10K.

*Entrepreneur Magazine

At the end of 2023, I gave you a challenge.
I'm curious to know how you're making out.

What I essentially said at the time:

You're giving more credence to 
your personal trainer than a 
personal brand strategist.

I get it, one of them
garners the abs
that you've so
desperately
desired.

BUT...

The other
is the only one
to remotely stand
any chance of control
over your future freedom.

99% don't get personal branding.

And, especially the need for strategy.

Don't feel dumb, it's complex and nuanced.
So much so that you can get a degree in it.

You went to school for [ insert anything ].
So, no surprise, you don't fully get it.

But that's really ok, because I do.

If you still need to start, or are
struggling to gain traction...

 DM me "soft abs"

We'll get strategy behind:

- Where you want to go
- What you want to do
– Whom you do it for

So that you can leverage 
your personal brand 
on LinkedIn...

and beyond!

Sound cheezy?
Great!

Still, sound good?
Even better!

Are you kicking a*s in 2024?

PS: When this is done, your abs still may be soft.

How I turn follows/connects into leads:

( without being a sleezball )

I constantly hear these 5 issues from my clients:

P1. I don't want to seem salesy.
P2. I'm not sure how to provide value.
P3. People don't respond to my messages.
P4. I struggle with consistent engagement.
P5. My connections aren't converting to leads.

Jeff, you're muckin' a few things up, but I got you.

S1. Then don't sell out of the gate.
S1. Then understand their pain better.
S1. Then they're probably still ice cold.
S1. Then you better get prioritizing here.
S1. Then back up and start at number one.

Try my multi-touchpoint approach:

1st, focus on genuine engagement:

a. I share personal details, not just business
b. It leads to fun conversations like vaca

Then, I stay in tough without being annoying.

2nd, I prioritize providing value:

a. I offer actionable advice and resources
b. It leads to appreciation and trust

Then, I ensure the value is personalized and relevant.

3rd, I make a soft transition to business:

a. We discuss common challenges and solutions
b. It leads to natural business conversation

By this point one of these will happen:

– They've indicated a desire for more info
– They've requested a discovery call
– They've indicated future interest
– They've indicated they're a no

Getting to one of these answers can happen in a few exchanges, days, weeks, months.

Remember it's a long game.

Do you find warming connections difficult?

2 ways to be an executive in 2024: 

1. Be invisible. Be ignored.
2. Be seen. Be heard.

Most sit in the first.

As a leader, you have vast expertise. 

But it's hidden, isn't it? 

The bigger problem? 

You're using a Cliff Note strategy:

Posts, videos, and 'quick tips' flood LinkedIn.

But here's what they lack:

– Personalization to your unique story
– Direct feedback to refine your strategy
– Deep dives into your specific challenges
– Guidance tailored to your industry nuances

You've seen it, right?

– Your brand doesn't quite capture "you"
– Your unique value proposition isn't clear
– Your voice gets lost in the echo chamber

It's not just about you.

It's about:

– Attracting the right opportunities
– Elevating your entire personal brand
– Connecting with like-minded professionals

But here's a twist:

True personal branding is more than surface level.

It's about:

– Strategically positioning your expertise
– Crafting narratives that resonate and engage
– Intimately understanding your personal journey

And the solution?

Collaborating with a strategist who gets you.

My approach is different.

We'll do it together.

– We'll dive deep into your story
– We'll focus on impactful, long-term results
– We'll craft strategies that reflect your true self

DM me "brand" to explore a branding strategy that's as unique as you.

The SECRET to a meaningful life

( it's personal )

                          meaningful work
                                                  for
                                                  me
                                                  has
                                           come in
                                                     all
                                            shapes
                                       and sizes,
                                        creating
                                     definition.

                  An
                outline
               that
             contains
             the
             wild and woolly
             elements
              that
               comprise
                 my
                  existence.

                       There
                         have
                           been
                            various times
                               when my
                                 well-established
                                  work structures
             have

f a l l e n   
     a p a r t,     and I’ve been    set adrift.


                              I’ve
                             lost
                              employment,
                                       projects,
                                         clients,
                                           and
                                         my
                                artistic
                          purpose;

                        
                       I
                        even
                              
                                         lost
                                
              the
                    ongoing
                    project
                           of
                          a
           marriage

  all   of    which
                     left
                      my
                    life     
                    feeling
                                   shapeless
                and
                           in
disarray.


                 Though,
                each
               time,
              I
          always
         relocated
         my
          purpose
             and
               found
            my
         way
      back
           to

              meaningful work

               it
               is
                 never
                  wholly joyful
                        nor easy.
             rarely seen
             in the moment.

              ebbs
               flows

                              feels
                               more
                                  so
                           when
                    personal
                    and
                     transcends
                      beyond

                         you.

Do you find your work meaningful?

PS: Saving the planet isn't required for meaningful work.

17 routines that have made my life
( more joyful )

I appreciate all the ways you
show up here every day:

• cheer me on
• engage with me
• provide feedback
• show me gratitude
• inspire me to carry on

A thriving business needs
a thriving community.

People who thrive are healthy
in mind, body, and heart.

People who thrive, seek and know joy.

I'm so grateful to have you with me.

Here are 17 ways to find more joy
so we can all thrive together.

• Set a goal out of your comfy zone
• Make opportunities for laughter
• Attract more of what you want
• Create daily positive rituals
• Create daily positive habits
• Seek out positive people
• Change your physiology
• Make room for passion
• Reconnect with nature
• Straighten your spiral
• Think small picture
• Find your purpose
• Practice gratitude
• Let go of the past
• Look for meaning
• Be fully present
• Give more back

This is it.
This is the post.
Thanks for being here.

What would you add?

.....
Best with sound on.

You're a LinkedIn sloth. 
Your worst nightmare or lived reality?
( horror buffs proceed )

5 nightmares I watch every day,
but, I'm not a horror buff.

1. MISSED PREMIUM CLIENT
   
   You missed out on securing a 
   high-ticket contract because 
   a potential client chose a 
   competitor with a more 
   professional and 
   cohesive online 
   presence. 
   
   This client could have 2x 
   your quarterly revenue.
   
   But instead, they didn’t 
   perceive you as being 
   at the same level.

I'LL SAY IT: fuuug!

2. NETWORKING EVENT FUGUP
   
   At a key industry networking event, 
   you make a crap first impression 
   due to your unclear personal 
   brand message. 
   
   The influencers in the room
   disregard your influence.
   
   No lucrative partnerships 
   or endorsements.

GO AHEAD. SAY IT: I fuuuged up.

3. LOWER SEO VISIBILITY 
   
   Without a distinctive brand voice 
   and content strategy developed 
   by a personal brand strategist, 
   your online content fails to 
   rank high on search 
   engines. 
   
   Potential leads don't discover 
   your services, limiting your 
   online client acquisition 
   significantly.

TIP: Google personal brand strategist.

4. CRAP SALES PITCHES 
   
   Due to an undefined personal brand, 
   your sales pitches come off as 
   generic and unconvincing.
   
   Sh*t really.
   
   High-ticket prospects aren’t 
   persuaded to invest in 
   your services.

REPEAT AFTER ME: I don't stink.

5. SH*T SM ENGAGEMENT
   
   Your social media posts, fail to engage 
   potential high-net-worth clients. 
   
   Because they lack the sharpness 
   and appeal a brand strategist 
   could provide.
   
   Instead, they attract bargain-seekers 
   who do not value your expertise, 
   pushing you into a cycle of 
   low-paying gigs.

SAY IT WITH ME: I'm not a sloth.

WORST nightmare?
• Don't fall asleep at the wheel.

LIVED reality?
• Step to the front of the line.

Regardless of status, seek help immediately.

Do you have business or career nightmares?

PS: No sloths were injured in the making of this message.

How an agency founder 3X their MRR in 4 months 

( on LinkedIn )

I’ll tell you, but not yet.

First, I want to call out all the founders, solos, and execs neglecting their online presence.

( huge mistake )

I see so much of it here and it’s madness
Madness, because I hate seeing waste
I loath opportunity being squandered

I’m super empathic to your plight.

You’ve got:

– time constraints
– lack of social selling savvy
– underestimation of SM’s impact

The price for this mistake is immense.

You’re missing out on:

– expanding your market reach 
– establishing thought leadership
– connecting with potential clients

It sounds so bad saying it out loud.

Let’s take a sec and close our eyes.
Let’s imagine the madness ending.

I don’t know what you see but…
It looks so freaking beautiful here.

I see a dramatic increase in your:

– authority
– market visibility
– access to new clients

Better yet…

– money’s rolling in
– opportunity’s knocking
– oceans and skies are blue

I know this to be true.

How do I know all this?

Because I was that agency founder.

Because I stopped making this mistake.

Sales leaders say goodbye to your 7-fig career.

( if you stay on the golf course )

Wha, why?

Today's sales models are changing rapidly.

80% of B2B sales will happen online by 2025.

That’s just around the corner.

But I have your lifeline.

Especially for you sales pros who've built
careers with handshake deals on the course.

It's an opportunity.

Your decades of industry expertise and
hard-won relationships still matter
now more than ever before.

You need to repackage your knowledge 
and connections to an online audience 
hungry to engage with seasoned
leaders like yourself.

The solution?

Establishing a magnetic personal brand
tailored to today's digital-first buyers.

We'll get you active on the platform:
- commenting on industry trends
- regularly publishing valuable insights
- sharing career lessons in LinkedIn posts
- join virtual panels and podcast interviews
- position yourself as a forward-thinking leader

We'll do it strategically to:
- drive traffic
- build authority
- generate leads
- increase awareness
- drive business growth

Companies with socially savvy sales teams see drastic improvements in hiring, deal velocity, and client retention.

- you have the knowledge
- the time is now to join their ranks
- layer on a magnetic social presence

How's your golf game? Mine stinks.

PS: I have 1:1 bespoke or team packages.

*Based on Gartner Future of Sales data.

3 things if people drop off your content.

( beyond KPIs )

1. People here are going to come and go.
   
   ( just like in real life )
   
   – My highest engagement comes from 
   people that I DON'T know IRL.
   – Many of my professional connections that 
   I DO know IRL rarely show up on my content.

Here’s how I look at it:

They don’t use the platform like I do.

Meaning in the way that people who are intentionally 
building or looking to leverage a personal brand. 

– They’re here only periodically, and briefly
– They are legacy Linkers and Lurkers
– They won't show up on every post

I don't take it personally.

2. Creator peers are not entirely reliable.
   
   – They leave the platform every day
   – They add new people to their mix
   – They modified their engagement

Think about it...

– You can only make so many comments per day.
– You spread them around, the best you can.
– As you add more people, it gets tougher.

It's the same for them.

3. Some other things to consider:
   
   – It MAY be it's your content
   – It MAY be that they are tiring
   – It's probably unrelated to you

Watch patterns, mostly with your ICP.
They're your primary concern.

Focusing too much on building
compromises quality.

Build. Measure. Learn. Equally.

Are you too focused on building?

Taplio

Alana Sparrow 's Linkedin Analytics

Alana Sparrow

What is Alana talking about?

Alana Sparrow's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Alana Sparrow 's Linkedin Analytics

Alana Sparrow

What is Alana talking about?

Alana Sparrow's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Alana Sparrow 's Linkedin Analytics

Alana Sparrow's Best Posts (last 30 days)