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