What’s Your Brand
Everybody’s known for something
Many job search advisers suggest that the job seeking process can be separated into marketing and sales – with your prep work such as resume development, networking, etc., comprising the marketing segment and the actual interview process as the sales component.
Although not exactly a new concept, there is a phrase that has become popular today to describe another aspect of the job search: your personal brand.
It is what you are
When applying the term “branding” to a product or company, it usually is understood to mean all that the object in question stands for, or represents. For example, when talking about cars, a Volkswagen means engineering while a Toyota is known for quality construction.
Personal branding is no different. It is who you are and what you want to be known for.
It presents a clear and consistent message about who you are and what you have to offer. Older job seekers typically are branded by terms such as reliable, experienced, or trustworthy.
When applying the concept to a job search, legendary business author Tom Peters said, "We are CEOs of our own companies: Me Inc. to be in business today, our most important job is to be head marketer of a brand called You."
It’s the marketing part of the job search that we alluded to above. When considering your marketable brand, ask yourself what need can you satisfy better than anyone else? What sets you apart?
If you have trouble deciding on your personal brand, it never hurts to ask people who know you well how they would describe you, and what they believe your strengths to be. That unbiased, outside-in perspective can prove to be invaluable.
When you’re creating your brand, be sure to include both the tangible and intangible you. Elements such as your attire, hair, make up, behavior, verbal/non-verbal communication, approachability, demeanor, posture – they all go into molding that personal brand known as you! You are the sum of the parts.
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