David Daniels Words

Career Management - Mind Your Personal Brand

By Rebecca Metschke

Article recommended by Rabbi Yitzhak Miller

One aspect of career management has much in common with the concepts of basic branding and advertising. You need to find a way to distinguish yourself from the rest of the pack, and then figure out how to manage the way you’re perceived. Just like any company, you need to create, build, and oversee your product’s brand - only in this case, you’re wearing all the hats. You’re the CEO, you’re the brand, you’re the head of marketing, and you’re the ad agency, too.

The first order of business is to identify your competitive advantage. What is it about you that sets you apart from the legions of other people with jobs similar to yours?

Once you’ve determined that unique selling proposition, the next step is to distill it into a concise sentence or two - your branding statement.

Now what?

Put your statement in a larger context - consider how you’re positioning and building your personal “brand.”

Consistency

Is your messaging consistent? This includes your print materials (cover letter, resume, thank you notes, general business correspondence), electronic communications (corporate bio, your employment history on professional networking sites, items you post online), what you say when you network, and so on. While you’re at it, Google your name and read through the results. Is what you see consistent with the personal brand you’re trying to establish?

Visibility

What are you doing to build your profile and promote your brand? This includes your efforts to increase your circle of contacts, increasing visibility by volunteering for high-profile projects, representing your company as a panelist at industry events, and leading initiatives for various trade associations. The more visible you are, the more inclined other people will be to talk about you - which lends to your credibility and further promotes your brand.

Style

Do you “look the part” - and “act the part?” However you’ve decided to position yourself, you need to make sure you’re perceived in a way that’s consistent with your message. Substance is king - but don’t forget about style along the way.

Think of yourself as an asset

You’re not someone else’s employee; you’re the “business owner” - of your career. What can you do to continue to add value to that asset?

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