Most of allow our brand to be defined for us, but what we are doing today. This is not a deliberate strategy, most of us are simply too busy in our day to day jobs to think about the importance of branding to our CAREERS, as it is to many companies. FastCompany.com recent article "The Brand Called You" creates a very practical foundation that any individual can adapt to represent their unique self, their value add to the business community, and a Networking Plan to make that Brand called YOU gain that well deserved market image.
Many of us thrive on that beautiful cup of Panera or Starbucks, why would we choose that over a mug of Folgers at home? Most often it is brand affinity! So when Starbucks expands their market into Ice Cream I am all about buying it, why? Because Carmel Latte is my favorite, and they are now offering an ice cream in my favorite beverage flavor!
Companies get it, and Professionals are starting to as well. You don't need to be a Advertising Excecutive or Public Relations Guru to apply these simple steps to clarify how YOU and others relate to the magnificent brand that is You, Incorporated!
Using the Fast Company model, plus the power of a few things you already have and very likely at low or no cost, you can apply easy career branding and apply it through your own personal networking plan.
A. DEFINE WHAT YOU WANT TO DO WITH YOU, INCORPORATED.
B. SIMPLIFY- What makes you Unique? What do you offer that your competition can not?
C. PITCH the Plan through your personal network.
Using these three simple steps you can define your career branding message and a plan for pitching it into a reality that represents YOU, INCORPORATED, now improved with this great new objective that people I do business with understand!
A. DEFINE WHAT YOU WANT TO DO WITH YOU, INCORPORATED.
Everyone has a chance to stand out, something they do uniquely that positions them as the perfect choice for a business opportunity. Why do some do this so naturallly and others are too busy? Develop a sense of curiousity and play towards what you are and do.
1. Make a decision to think of yourself differently-- you ARE your brand, and your objectives, talents, and desires manifest opportunities that support you. You are NOT the company you work for, but when you are clear on your objectives and the company is clear on theirs, it is easier for both of you to make a decision based upon choice (Starbucks) over function (cup of black coffee).
2. Use free networking and brainstorming to discover how to explain what you are doing to someone not in your industry. My friend Margi has a gift for explaining anything, whether it is a IT Hairball process or a new market direction, as simply as you would select a pack of M&Ms. If you have a Margi in your life, bonus, if not, you can find them in the abundance of free online networks-- people that represent themselves well and naturally are network leaders on Ryze.com, YahooGroups, LinkedIn, and my personal favorite, the Helping Friends Career Network Groups on Yahoo.
TIP and DOUBLE DOG DARE? If you want to have some fun with this, create a LinkedIn Profile that represents your brand, then add it to the "Gallery" of LinkedIn network profiles. OTHERS can come to visit this Gallery, admire the brand that it you, send invitations to connect, or borrow from your good example.. See your brand is already starting to have value recognition, and you are only on step 1! Remember brand is about explaining your value and improving how you represent yourself as the brand of choice!
3. The shampoo bottle says, "lather, rinse and repeat" -- I am not sure many people READ that and apply it, but they do like the notion of clean hair, so they will lather and rinse until they feel the job is done. They bought the shampoo because they wanted the outcome- clean hair, not because the bottle suggested how to get it. People select you because they have confidence that you are someone that can help them solve their business problem. Too often we dilute our effectiveness by marketing ourselves to others based upon our wish. People don't select you because your goal is to get a job, people will however be very interested in you if they think you can do what they need to have done!
B. SIMPLIFY. So if this is about yours and their desired result, what is the best way to represent yourself and the opportunity in a way that you are simply the brand of choice in a competitive environment. THIS part takes practice and the brand that is you, refines over time. The big companies use this notion of distilling the desires of their customer and the desires of their company into a feture benefit model of clear benefits of your strengths to continuing a business relationship.
I learned this brand lesson from my son, who at 4 years old, could discover the features and benefits of companies he never even shopped at.. We played a game--
"You can do it, we can help"? his answer "Home Depot"
"da da da da da- I'm loving it" his answer, "can we go to McDonlds and get a happy meal, they have ___?"
In my industry we have created a notion of complexity as our secret value! Folks can't figure out how we do it, then they will select us out of despair, and we can be heroes! That is largely impractical especially in this competitive environment!
Advantage is based upon networking, relationships, and people's choice. If over 60% of jobs are found through networking, a toddler is swayed by golden arches to feel that a happy meal is their perfect choice, and I use a Verizon phone and you will be able to hear me now, and I will never be alone.. THAT is brand, and it works for people as much as companies.
1. Make a decision to establish your profile and simplify it. Practice in your mind, as to how others receive you helps, working with friends helps, -- a fun way to do this is with social networking and my favorite source there is Ryze.com-- it allows you to put together a profile that represents your personal and professional interest, then join discussion groups where you can learn alot about who you are and what you value. So "write your profile" and have a "showing" with friends to see how they see you, refine this based upon input and observatino to better meet your target audience.
2. Create or join a community of professionals either in your industry, or in a career brainstorming group, etc. The goal is to network with like minds, particularly in a place where you can give and receive hints that simplify the message. If you are a mentor to someone, you can apply the notion of teaching best, what you most need to learn. If you are seeking advise, receiving and acting on advise that has had your desired results is better than busy work because you are not sure what else to do.
TIP: If you need ideas for Communities for your Career, refer to A-Z Career Guide Reference for Winning Career Strategies- Advise, Opportunity, Changing, Job Leads or Career Coaching Related!
c. PITCH. Within your support groups, friends, community and online presence, explore how your represent yourself. I found I adjusted my core profile to fit a few different social networks online, in my networking groups, even in my business practice.
1. Create and share news that genuinely helps people to achieve what they desire. Some things that you can GIVE are business referrals, links, information, endorsements, all things that create a relationship. My friend Dani is a master networker of a Ryze group called "Truth Seekers" that explores a fun mix of current events, politics, and self quizzes. Dani brings a beautiful brand of herself into the mix-- a personality that is strong, solid, and definite Dani, but appealing to a vast variety of people, because she values relationships and diverse opinions as a part of who she is. Dani
TIP: LinkedIn is a great give and receive on how others perceive your value add. Give and Receive referrals for people you respect. There is something satisfying for giver and receiving in telling them what you appreciate about them. LinkedIn's endorsement mechanism allows you to give that feedback in a way that contributes to their personal brand, while allowing value input on how others perceive you!
2. Strive for the win win in relationships. This is not about using people and selective association with people, it is about feeling connected to a community, representing the unique thing it is that you do, and recognizing the value to the business relationship. If you do this when you don't have an objective, you will have created a habit that always seeks the win win, when you do have an objective.
3. Networks are not built over night, they mature and improve over time.. As do you and your brand. Wishing you every success on the path. Set a goal to do a little bit each day and you will be surprised what you have accomplished, simplified, and delivered over time! Apply the notion of awareness.
Being awake to the opportunity presented in day to day life, and allow that practice to expand and change. It is fun to watch what can happen when you are not so driven by objectives, that you can see new possibilities. That you are disciplined enough in your message that you attract business possibilties and people know how to work with you, but creative enough NOT to miss an opportunity because it did not fit your present level of involvement. Life is about choices, lets explore the limitless potential of becoming our personal best!
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Got ideas, articles or links after reading this? I would love to hear from you!
Dawn Mular
http://linkedin.com/in/dmular
Helping Friends Career Network
Join Winning Career Strategies on Ryze! We support "virtual mentoring"-- whether refining present skills, how to get your first job, recover from a set back, or embark on a journey to a complete career makeover. Even if your goal is going from gainfully employed to venturing out into business on your own, we are the exploration Career Network!
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