Dr Judy Friedlander is the founder and CEO of the non-for-profit organisation PlantingSeeds, whose flagship project, the B&B Highway, or bed and breakfast for bees, birds, and biodiversity, has grown from one B&B to over 120 in three years, with the regenerative corridors now in three Australian states.
The B&B Highway has grown out of her desire to cultivate a greater appreciation of the environment we live in, as well as foster a greater understanding of the connections among communities.
Before founding the organisation, Dr Friedlander had an impressive media and journalism career. She worked as a newspaper editor and feature writer for The Australian, The Sun Herald, and The Sydney Morning Herald.
She was a producer at Channel Nine Television, where she worked on research for her master's degree in interactive multimedia. Later, she completed her PhD at the Institute of Sustainable Futures at the University of Technology, Sydney.
Her studies and journalism experience impressed upon her that it is, in fact, important to walk the talk and that biodiversity and environmental issues require much more than just research and writing, they require doing it as well.
Throughout her decorated media career, Dr Friedlander has always had a passion for both social and environmental issues.
When she is not dedicating her time to PlantingSeeds, Dr Friedlander can be found at the Institute of Sustainable Futures at the University of Technology, Sydney, working as a postgraduate researcher.
The Concept of Planting Seeds in Branding
When Dr Friedlander talks about "planting seeds," she’s invoking more than just a literal interpretation of agriculture or gardening.
For her, planting seeds is an emblematic philosophy that involves investing effort and wisdom in complex issues, particularly environmental sustainability and biodiversity.
Reflecting on her mother's influence, Dr Friedlander notes, "My mother always used to say, Jude, you just have to plant some seeds, and things will grow." This insight perfectly harmonises with her current work.
She advocates for applying constant effort, nurturing ideas, and understanding that the road to change is a complex, "messy" one—embracing this complexity is key.
Though passionate about the concept, Dr Friedlander points out that planting seeds isn’t the end goal; it’s about witnessing them grow into mighty trees, reflecting her desire for tangible and lasting change.
The complexity of the subject matter she tackles, particularly biodiversity, isn’t lost on her. "It reflects my background and who I am because I come from a journalistic background. I've done a PhD, and I've become an advocate. I'm about doing now as well as communicating," Dr Friedlander adds.
A Brand or Not a Brand?
When asked about her own brand, Dr Friedlander is candid about her ambivalence. In the era of "info glut," as she terms it, establishing a personal brand is not just a luxury but a necessity.
But she admits, "I think I call myself a reluctant brand." This stems from her journalistic background, where she used to be the one asking questions rather than being in the spotlight.
The research during her PhD at the Institute for Sustainable Futures illuminated the pivotal role personal branding plays in communicating complex issues like the environment.
"When there's so much information, and so much eco-anxiety around, the research found that yes, the person and the brand was absolutely pivotal," she admits.
Dr Friedlander is more at ease now, coming to terms with the fact that she needs to be at the forefront to effect change. This brand, however reluctant, is in a position to make a positive impact on biodiversity.
"I'm very keen to utilise what I know, how to gather knowledge, how to communicate knowledge, how to be an advocate, and how to apply evidence," she asserts.
Perception: How Others See You
An interesting turn in the conversation brings us to how others perceive Dr Friedlander. Having recently attended a session on 'Regeneration,' she was intrigued by the descriptions from her peers, who referred to her as a "pocket rocket" with a "drive for knowledge.
While she hadn't previously given this much thought, she admits, "I've been told quite often when I talk that people say, 'Oh, I can see your passion,' which always takes me a bit off guard."
For Dr Friedlander, reputation isn't about what's projected or how one is perceived; it reflects core values and alignment with her work. This led her to shift from a media role that did not resonate with her value system into areas that genuinely reflect her passions and ethos.
She highlights the reinvention of her personal brand as she transitioned from a media role to becoming a founder and academic.
The process was like climbing a mountain—challenging yet enlightening. "To succeed in an endeavour is that you have to be aware of your own limitations and your capacity and be comfortable with it," she says.
The Role of Family in Shaping Reputation
When asked about the significance of reputation, Dr Friedlander emphasised its immense importance, attributing much of her understanding to her upbringing.
Her father, a successful figure in government, and her mother instilled in her the significance of reputation early on.
The seeds for understanding the gravity of reputation were sown in Dr Friedlander's childhood. Elected school captain at her primary school, she once faced a moral dilemma when she did not invite her entire class to her birthday party.
Being pulled into the principal's office for this oversight was pivotal. From then on, she understood the importance of being considerate of everyone around her and the impact that has on your reputation.
When Values Come Into Play
Though Dr Friedlander acknowledged that her parents played a significant role in moulding her understanding of reputation, she also pointed out that she gained a more nuanced understanding of her values over time, particularly in her professional life.
In her first job, she worked half the time at The Sydney Morning Herald and the other half at Cosmopolitan Magazine.
While the two experiences offered varying degrees of satisfaction and learning, it was evident to her that she was uncomfortable with the "hedonistic vibe" of the women’s magazine.
At this point, she realised her values were misaligned with the work environment, pushing her towards more meaningful opportunities.
Values vs. Beliefs vs. Behaviours
Navigating the labyrinthine relationship between values, beliefs, and behaviours, we explored how these different facets impact our actions and reputation.
According to Dr Friedlander, while everyone shares basic values, individual priorities can differ vastly. Over time, beliefs and behaviours can evolve, but core values generally remain constant.
She argued that many people may hold certain values but fail to live them out, often due to fear, pressure, or lack of opportunity.
Fascinatingly, Dr Friedlander pointed out how Aristotle's rhetorical theory of ethos (reputation or character), pathos (emotions and values), and logos (logic or facts) continues to be relevant today.
According to Aristotle, effective communication must tug at the heartstrings. For Dr Friedlander, this entailed sharing personal stories that evoke emotion and resonate with universal values.
She highlighted that emotion and values are inextricably linked and should be part of any meaningful dialogue.
She believes that the cornerstone of trust, both personally and professionally, is the alignment of one's values, beliefs, and behaviours, and that a disconnect between these elements can lead to a loss of trust and ultimately damage one’s reputation.
The Realisation of Being a Personal Brand
Dr Friedlander discussed a transformative moment when she realised her pivotal role as a personal brand.
After appearing in an ABC News interview to promote her organisation, she acknowledged the weight of her responsibility.
Whether promoting her flagship program, the B&B Highway, or speaking at events such as addressing 30 schools for the Queensland Office of the Chief Scientist, she grasped the reality: she was the brand that led the organisation.
She mentioned her initial discomfort with being the brand representative, cautioning that while appearance matters, it should be backed by authenticity and the right values.
Reflecting on the Journey: From 'Food Faith' to 'Planting Seeds'
Dr Friedlander explained that her organisation, initially called "Food Faith," was meant to explore the intersectionality between faith groups and sustainability.
She later realised that a more scalable focus was necessary, prompting her to rebrand as "Planting Seeds."
The revised focus was pollinating gardens to protect threatened pollinators like birds and insects, a scalable mission now active in over 120 locations across three states.
Our conversation then steered towards the intricacies of branding in the realm of biodiversity.
Dr Friedlander's unique approach lies in using a "metal frame" — a versatile, catchy umbrella concept that houses various elements.
For example, her flagship project, the B&B Highway, has a relatable title, with the "B&B" standing for anything from "bees and birds" to "bed and breakfasts for biodiversity."
When working with schools, Dr Friedlander strongly emphasises not just the "facts" but also weaving in values and the importance of the environment.
She uses holistic approaches like "corridors of regeneration and learning" to facilitate knowledge sharing between schools and communities, aiming to support biodiversity at the grassroots level.
The Power of Mentorship
Dr Friedlander believes mentorship plays an essential role in professional development. Her journey has been enriched by various mentors, from her PhD supervisor to editors during her journalism career.
She also credits her family and the dedicated team she works with for their continuous support.
Dr Friedlander shared invaluable advice for younger people aspiring to lead an organisation: "Stay the course, be realistic, and use your knowledge." She advises them to associate themselves with organisations and people that align with their values and to not hold back from sharing their passion effusively.
Final Words
From the intimate relationship between personal branding and the complex world of biodiversity to the importance of values and mentorship, Dr Friedlander's journey offers vital lessons for all.
She ends on a high note, reminding us that the fuel for this often challenging journey is, in her own words, "passion, compassion, and knowledge." With the urgent issues facing our world, her story is a testament to the power of authentic representation and unwavering commitment.
If you'd like to learn more about developing your personal brand, please visit garrybrowne.com.au to get in touch or grab a copy of Brand New Brand You.