It’s hard to think of yourself as a brand. But in a sense, you are.
You leave people with an impression, an experience — a brand. For instance, broadcast journalist Walter Cronkite’s brand was trust.
As a job seeker, having your own brand will help the people who can connect you with job opportunities, as well as potential employers, remember who you are and what you do.
Why do you need a brand?
“Today, in the Age of the Individual, you have to be your own brand,” Tom Peters wrote in an article more than 10 years ago to explain his concept of “Me Inc.” According to Peters, “brand experience” is all the points of contact you have with a brand — the visual, verbal and experiential encounters. For example, you can experience a brand in a store, online, in commercials, in movies or at events.
Employers and networking contacts experience job seekers’ “brands” in the following ways:
• Through online networks such as LinkedIn, Facebook and Twitter. They get glimpses of their life, an idea of their personality, their strengths, how they carry themselves, and anything, good or bad, that others may say about them.
• At networking events. Here they see how job seekers dress, make eye contact, use body language and express themselves verbally.
• By looking at job seekers’ tangible marketing materials, such as a résumé, cover letter, personal business card and portfolio containing examples of their work.
Discovering your brand
What impression do you have of yourself, and what brands appeal to you? Are there similarities?
For example, let’s say you are attracted to expensive chocolate, luxury cars and designer clothes. That means quality, class and reputation are important to you. In a way, the brands we are attracted to reflect who we are. And by knowing what appeals to us, we can better communicate the traits that may appeal to others, including employers.
Think of yourself in terms of what you can offer. What product or service do you bring to the table and why is it better than the same product or service others may offer? You need to imagine and develop your brand so people understand and recognize you. Ask people who know you what they perceive as your strengths, talents and most noteworthy personal traits.
Create your own product description, but think of yourself as the product. What is your greatest feature and what benefit would it be to a potential employer? Exactly what do you do that adds measurable value? What have you done professionally that you are most proud of?
From an employer’s perspective, your brand is the value you bring to the organization. For example, if you have a demonstrated history of delivering profitable projects on time and within budget, that can be your brand.
Communicating your brand
Packaging counts. Your brand’s package should include a résumé and cover letter; professional references; work examples; online profiles; a professional voicemail greeting and e-mail signature; and business cards. Are all of these marketing materials integrated and consistent? When possible, they should look similar and use keywords or brief summaries that are easily recognizable. Some job seekers put part of their elevator speech — usually a 30-second summary of one’s professional background and strengths — right on their business cards.
Job seekers should know that networking is the best way to find jobs not publicly advertised. Once you have developed your brand and practiced articulating it through your elevator speech, then you must get it out there by communicating with your colleagues, networking contacts and online network.
Seek exposure by joining a professional organization in your field or by volunteering. Look into doing a presentation in your area of expertise or volunteer to write an article for the organization’s newsletter. Follow up online, which will expose your brand further.
Volunteering will help new people outside your field experience your brand and will keep you in a positive mindset while you look for work. Treat your volunteer job like a paid job and the organization will soon sing your praises and spread the word about your commitment, your experience and, yes, your brand.
While out there communicating your brand, just remember that details matter. And constantly build upon or even completely reinvent your brand as you evolve in your career.
--By Corliss McGinty
