Marketing professionals often discuss the power of branding in almost religious terms. The more a company is able to imprint a product or service into the consciousness of consumers, or brand it, the more likely people will buy the product or service. This notion drives most marketing and advertising efforts. From Google ad banners for legal services to posters on the side of buses for television programs, branding is ubiquitous in our daily lives. From restaurants to sports teams to entertainment companies to financial services organizations, branding is one of the most important elements of a company's marketing campaign.
The principles of branding have now extended into the world of career development and organizational advancement. Individuals have been encouraged to brand themselves in order to distinguish their skills and experience from that of their competitors. The economic downturn further emphasized the value of branding, as job candidates struggled to separate their resumes from the deluge of applications which flooded the inboxes of human resources professionals.
The difficulty many job candidates and entry level employees face, however, is that while they understand the importance of branding, they do not comprehend how to practically apply it in their resumes, during their interviews, and in their current work environment. The following are some strategies to utilize when attempting to brand yourself.
1) Brand your resume- your resume is one of your main branding tools. Therefore, it should be a clear narrative about who you wish to be, not only who you were or what you have done. If you are a student or a career changer, you should highlight the skills and experience which are most relevant to the job or career you are exploring. The common mistake job seekers make is to solely catalogue their past experiences, with no strategy in terms of how they discuss particular skills (e.g. communication, problem solving, etc.). The recruiter wants to be able to make the easy link between your resume and the position to which you are applying. You do not have to pay a so called "expert" $400 for an ideal resume. Rather, you should work with a reasonably priced career counselor ($70-$250 an hour) or even the career services office of your alma mater to seek assistance with branding your resume appropriately.
2) Master your personal pitch- the personal pitch is a 30 second to 2 minute infomercial about yourself. It is an opportunity during a networking event, a job fair, or an interview to enable the recruiter or networking contact to remember you and your career goals. The pitch should include your skills, experience, career goals, and an interesting point about yourself. While the goal is to be memorable, the personal pitch should be suitable for enhancing your professional identity. While it may seem interesting to you that your hobby is playing fantasy football, if you are not able to articulate its relevance to your skills and the job's duties, you will be memorable for the wrong reasons. The message behind your pitch should be consistent. For instance, if you are applying for a management position, you should accentuate your leadership and problem solving skills by discussing past experiences and your philosophy of leadership, while giving a distinct example.
3) Utilize social networking and blogs to build and maintain your brand- as Facebook, LinkedIn, Twitter, and blogging have become part of our professional lexicon, it is critical that you keep your brand active and consistent across all platforms. Your profile and your messages should demonstrate the brand you want to be in the public domain. In the Google age, it is essential that you are aware of what identity you have established on the internet and to control your message.
4) Develop your brand through your documented workplace accomplishments- if you are seeking to advance your career, you must be able to demonstrate your brand and how it will bring value to your company. Volunteer for high profile projects, generate cost saving ideas, or join essential committees or workgroups. If you do not receive annual performance reviews, ask for an informal one to understand how your brand is being communicated in your workplace.
5) Constantly evaluate your brand- your brand is dynamic and should not remain stagnant. It is vital that you work to further develop it by networking and modifying your brand based on honest feedback from peers and trusted advisors.
Branding, while seemingly a simple idea, should be well thought out and be executed skillfully. It may be the difference between securing a job or a promotion and being left behind in the career advancement marathon.
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