| What is it that all successful companies have | | | | You can have an amazing brand, but if no one knows |
| mastered -- and what job-seekers looking to | | | | about it, you are not going to have much success |
| advance in their careers need to master? What is it | | | | with your career development. And no one more |
| about Coca-Cola, Microsoft, Starbucks, Disney, and | | | | than you has more reasons to promote your brand. |
| McDonald's? What makes a consumer buy one | | | | Throw modesty out the window? There is a fine line |
| product over another -- and makes one job-seeker | | | | between bragging and promoting -- and you need to |
| much more sought after than others? The answer is | | | | learn it -- but it's always better to err on the side of |
| marketing, but more specifically it is the power of | | | | promoting your brand than not. |
| branding. And branding isn't just for products | | | | One of the oldest tools of promotion for job-seekers |
| anymore. | | | | is the resume, and you certainly need to start there |
| Branding can be described as many things, but it's | | | | by listing all your key accomplishments, skills, and |
| best defined as a promise- a promise of the value of | | | | education on your resume. You may even have your |
| the product- a promise that the product is better | | | | positioning statement (qualifications summary) on |
| than all the competing products- a promise that must | | | | your resume- but don't stop there. |
| be delivered to be successful. Branding is the | | | | Begin developing two career portfolios -- a print one |
| combination of tangible and intangible characteristics | | | | and an online one. If you don't have a personal |
| that make a brand unique. Branding is developing an | | | | Website, now is the time to buy a domain (such as |
| image -- with results to match. | | | | myname.com) and let the world read all about the |
| Branding (some call it self-branding when talking about | | | | benefits of your brand. Your portfolio should include |
| individuals) is essential to career advancement | | | | all important brand artifacts: resume(s), mission |
| because branding helps define who you are, how you | | | | statement, detailed accomplishments list, samples of |
| are great, and why you should be sought out. | | | | work, articles and working papers, speech transcripts, |
| Branding is your reputation. Branding is about building | | | | awards and honors, testimonials, and more. |
| a name for yourself, showcasing what sets you | | | | One interesting trend we've seen is of employers |
| apart from others, and describing the added value | | | | "Googling" the names of prospective job-seekers -- |
| you bring to a situation. | | | | typing each name into one or more Internet search |
| Most job-seekers are not proactive in establishing and | | | | engines -- and basing initial candidate screening |
| building their career brand, letting their actions speak | | | | decisions partly on the number (and quality) of hits |
| for them when seeking promotions or new jobs. But | | | | for each job-seeker. The lesson? Your brand needs |
| why not take the time to master some very basic | | | | to have a strong online presence. |
| tactics that can help build your career brand and | | | | And finally, don't forget to promote your brand on |
| make you a much more attractive employee or | | | | the job. Workers often assume the boss knows |
| job-seeker? Remember, if you don't brand yourself, | | | | your accomplishments, but often times s/he does |
| others will for you. And while you may be happy and | | | | not. Certainly at review time, have a list of all you |
| secure in your job now, you really never know when | | | | have achieved since your last review, but also |
| that will change. | | | | consider finding ways to let the boss know your |
| Management guru Tom Peters, writing in his book | | | | successes throughout the year. |
| The Brand You50 (Reinventing Work): Fifty Ways to | | | | Become an Expert |
| Transform Yourself from an "Employee" into a Brand | | | | Nothing builds credibility in a career brand more than |
| That Shouts Distinction, Commitment, and Passion! | | | | establishing yourself as an expert in your field. |
| states: "Regardless of age, regardless of position, | | | | Start by writing articles that showcase your |
| regardless of the business we happen to be in, all of | | | | knowledge -- and getting them published (ideally) in |
| us need to understand the importance of branding. | | | | noteworthy media outlets. Consider self-publishing. |
| We are the CEOs of our own companies: Me, Inc." | | | | Seek out conferences and meetings where you can |
| He adds, "You're not defined by your job title and | | | | give speeches and presentations. |
| you're not confined by your job description." | | | | Play up awards and other recognition that can help |
| This article takes you through five easy tactics for | | | | label you an expert. |
| building and strengthening your career brand. | | | | Get quoted by offering your thoughts, ideas, and |
| Gain Experience/Track Accomplishments | | | | opinions to journalists and reporters. |
| Building your brand begins with tracking your past | | | | Consider constructing a professional Website where |
| accomplishments and gaining strategically important | | | | you can publish all your articles and speeches. |
| new experiences. Your accomplishments are the | | | | Build Relationships |
| foundation of your career brand. | | | | Nothing in marketing is more powerful than a |
| But before you seek out new work, take the time | | | | promotion tool called word-of-mouth, which can be |
| to plan and focus on what you want your brand to | | | | defined as what people say about you. |
| stand for -- and develop a strategy for gaining | | | | Thus, nothing is more powerful in building your career |
| experience in areas of your brand in which you are | | | | brand than what your network of contacts -- your |
| weak. | | | | friends, colleagues, customers, clients, and former |
| So, besides doing your job, ask for new and | | | | bosses -- say about you and your set of skills, |
| challenging assignments that will build your brand. | | | | education, and accomplishments. |
| Consider freelancing or consulting. Use volunteering to | | | | And keeping your network strong involves nothing |
| gain experience. If you're a student, seek out multiple | | | | more than relationship building. Keep in good contact |
| internships. | | | | with your network and be sure they know of your |
| Complete Education/Training | | | | most recent successes. |
| For many careers, a minimum amount of education is | | | | But the best brand-builders don't stop with their |
| necessary, but to excel in your career you may need | | | | current network; these folks are in constant |
| to complete additional education, training, or | | | | network-building mode. Search out new professional |
| certifications. Getting additional education can greatly | | | | associations as well as the growing number of online |
| enhance your career brand. | | | | networking communities. |
| It may be hard in terms of time and finances, but | | | | Final Thoughts |
| find a way to do it. Some employers even offer an | | | | Once you identify and build your brand, remember to |
| educational reimbursement benefit. | | | | continue strengthening and protecting it. There will |
| If you are unsure if you need more education -- and | | | | always be competing brands (job-seekers) ready to |
| you probably do -- seek out a mentor, someone | | | | fill any gap you leave behind. You are indeed founder |
| highly respected in your field (who has branded | | | | and CEO of Me, Inc., and the more you do to |
| himself or herself well), and ask for advice. | | | | cultivate your career brand, the more successful you'll |
| Promote Yourself | | | | be with your current employer and in the job-search. |