How to succeed in your career


Career Branding

What is it that all successful companieshave much success with your career
have mastered -- and what job-seekersdevelopment. And no one more than you
looking to advance in their careers needhas more reasons to promote your brand.
to master? What is it about Coca-Cola,Throw modesty out the window? There is a
Microsoft, Starbucks, Disney, andfine line between bragging and promoting
McDonald's? What makes a consumer buy-- and you need to learn it -- but it's
one product over another -- and makesalways better to err on the side of
one job-seeker much more sought afterpromoting your brand than not.
than others? The answer is marketing,One of the oldest tools of promotion for
but more specifically it is the power ofjob-seekers is the resume, and you
branding. And branding isn't just forcertainly need to start there by listing
products anymore.all your key accomplishments, skills,
Branding can be described as manyand education on your resume. You may
things, but it's best defined as aeven have your positioning statement
promise- a promise of the value of the(qualifications summary) on your resume-
product- a promise that the product isbut don't stop there.
better than all the competing products-Begin developing two career portfolios
a promise that must be delivered to be-- a print one and an online one. If you
successful. Branding is the combinationdon't have a personal Website, now is
of tangible and intangiblethe time to buy a domain (such as
characteristics that make a brandmyname.com) and let the world read all
unique. Branding is developing an imageabout the benefits of your brand. Your
-- with results to match.portfolio should include all important
Branding (some call it self-brandingbrand artifacts: resume(s), mission
when talking about individuals) isstatement, detailed accomplishments
essential to career advancement becauselist, samples of work, articles and
branding helps define who you are, howworking papers, speech transcripts,
you are great, and why you should beawards and honors, testimonials, and
sought out. Branding is your reputation.more.
Branding is about building a name forOne interesting trend we've seen is of
yourself, showcasing what sets you apartemployers "Googling" the names of
from others, and describing the addedprospective job-seekers -- typing each
value you bring to a situation.name into one or more Internet search
Most job-seekers are not proactive inengines -- and basing initial candidate
establishing and building their careerscreening decisions partly on the number
brand, letting their actions speak for(and quality) of hits for each
them when seeking promotions or newjob-seeker. The lesson? Your brand needs
jobs. But why not take the time toto have a strong online presence.
master some very basic tactics that canAnd finally, don't forget to promote
help build your career brand and makeyour brand on the job. Workers often
you a much more attractive employee orassume the boss knows your
job-seeker? Remember, if you don't brandaccomplishments, but often times s/he
yourself, others will for you. And whiledoes not. Certainly at review time, have
you may be happy and secure in your joba list of all you have achieved since
now, you really never know when thatyour last review, but also consider
will change.finding ways to let the boss know your
Management guru Tom Peters, writing insuccesses throughout the year.
his book The Brand You50 (ReinventingBecome an Expert
Work): Fifty Ways to Transform YourselfNothing builds credibility in a career
from an "Employee" into a Brand Thatbrand more than establishing yourself as
Shouts Distinction, Commitment, andan expert in your field.
Passion! states: "Regardless of age,Start by writing articles that showcase
regardless of position, regardless ofyour knowledge -- and getting them
the business we happen to be in, all ofpublished (ideally) in noteworthy media
us need to understand the importance ofoutlets. Consider self-publishing.
branding. We are the CEOs of our ownSeek out conferences and meetings where
companies: Me, Inc." He adds, "You'reyou can give speeches and presentations.
not defined by your job title and you're
not confined by your job description."Play up awards and other recognition
This article takes you through five easythat can help label you an expert.
tactics for building and strengtheningGet quoted by offering your thoughts,
your career brand.ideas, and opinions to journalists and
Gain Experience/Track Accomplishmentsreporters.
Building your brand begins with trackingConsider constructing a professional
your past accomplishments and gainingWebsite where you can publish all your
strategically important new experiences.articles and speeches.
Your accomplishments are the foundationBuild Relationships
of your career brand.Nothing in marketing is more powerful
But before you seek out new work, takethan a promotion tool called
the time to plan and focus on what youword-of-mouth, which can be defined as
want your brand to stand for -- andwhat people say about you.
develop a strategy for gainingThus, nothing is more powerful in
experience in areas of your brand inbuilding your career brand than what
which you are weak.your network of contacts -- your
So, besides doing your job, ask for newfriends, colleagues, customers, clients,
and challenging assignments that willand former bosses -- say about you and
build your brand. Consider freelancingyour set of skills, education, and
or consulting. Use volunteering to gainaccomplishments.
experience. If you're a student, seekAnd keeping your network strong involves
out multiple internships.nothing more than relationship building.
Complete Education/TrainingKeep in good contact with your network
For many careers, a minimum amount ofand be sure they know of your most
education is necessary, but to excel inrecent successes.
your career you may need to completeBut the best brand-builders don't stop
additional education, training, orwith their current network; these folks
certifications. Getting additionalare in constant network-building mode.
education can greatly enhance yourSearch out new professional associations
career brand.as well as the growing number of online
It may be hard in terms of time andnetworking communities.
finances, but find a way to do it. SomeFinal Thoughts
employers even offer an educationalOnce you identify and build your brand,
reimbursement benefit.remember to continue strengthening and
If you are unsure if you need moreprotecting it. There will always be
education -- and you probably do -- seekcompeting brands (job-seekers) ready to
out a mentor, someone highly respectedfill any gap you leave behind. You are
in your field (who has branded himselfindeed founder and CEO of Me, Inc., and
or herself well), and ask for advice.the more you do to cultivate your career
Promote Yourselfbrand, the more successful you'll be
You can have an amazing brand, but if nowith your current employer and in the
one knows about it, you are not going tojob-search.



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