Tactics for Successful Career Branding

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Building Your Personal Brand: Tactics for Successful Career Branding
by Randall S. Hansen, Ph.D.
What is it that all successful companies have mastered and what job-seekers looking
to advance in their careers need to master? What is it about Coca-Cola, Microsoft,
Starbucks, Disney, and McDonalds? What makes a consumer buy one product over
another and makes one job-seeker much more sought after than others? The answer
is marketing, but more specifically it is the power of branding. And branding isnt just for
products anymore.
Branding can be described as many things, but its best defined as a promise a promise
of the value of the product a promise that the product is better than all the competing
products a promise that must be delivered to be successful. Branding is the
combination of tangible and intangible characteristics that make a brand unique.
Branding is developing an image with results to match.
Self-branding or personal branding is essential to career advancement because branding
helps define who you are, how you are great, and why you should be sought out.
Branding is your reputation. Branding is about building a name for yourself, showcasing
what sets you apart from others, and describing the added value you bring to a situation.
Most job-seekers are not proactive in establishing and building their career brand,
letting their actions speak for them when seeking promotions or new jobs. But why not
take the time to master some very basic tactics that can help build your career brand
and make you a much more attractive employee or job-seeker? Remember, if you dont
brand yourself, others will for you. And while you may be happy and secure in your job
now, you really never know when that will change.
Management guru Tom Peters, writing in his book The Brand You: Fifty Ways to
Transform Yourself from an Employee into a Brand That Shouts Distinction,
Commitment, and Passion! states: Regardless of age, regardless of position, regardless
of the business we happen to be in, all of us need to understand the importance of
branding. We are the CEOs of our own companies: Me, Inc. He adds, Youre not
defined by your job title and youre not confined by your job description.
This article takes you through five easy tactics for building and strengthening your
career brand.
Gain Experience/Track Accomplishments
Building your brand begins with tracking your past accomplishments and gaining
strategically important new experiences. Your accomplishments are the foundation of
your career brand and your brand story.
But before you seek out new work, take the time to plan and focus on what you want
your brand to stand for and develop a strategy for gaining experience in areas of your
brand in which you are weak.
So, besides doing your job, ask for new and challenging assignments that will build your
brand. Consider freelancing or consulting. Use volunteering to gain experience. If youre
a student, seek out multiple internships.

For many careers, a minimum amount of education is necessary, but to excel in your
career you may need to complete additional education, training, or certifications.
Getting additional education can greatly enhance your career brand.
It may be hard in terms of time and finances, but find a way to do it. Some employers
even offer an educational reimbursement benefit. Self-learning is another option.
If you are unsure if you need more education and you probably do seek out a
mentor, someone highly respected in your field (who has branded himself or herself
well), and ask for advice.
Promote Yourself
You can have an amazing brand, but if no one knows about it, you are not going to have
much success with your career development. And no one but you has more reasons to
promote your brand.
Throw modesty out the window? There is a fine line between bragging and promoting
and you need to learn it but its always better to err on the side of promoting your
brand than not.
One of the oldest tools of promotion for job-seekers is the resume. You need to start
there by listing all your key accomplishments, skills, and education on your resume. You
may even have your positioning statement (qualifications summary) and a branding
statement on your resume but dont stop there.
Begin developing two career portfolios a print one and an online one. If you dont
have a personal website, buy a domain and give the professional world easy access to
your brand.
Your portfolio should include all : resume(s), mission
statement, detailed accomplishments list, samples of work, articles and working papers,
speech transcripts, awards and honors, testimonials, and more.
Employers research the names of prospective jobseekers. Therefore, your brand needs
to have a strong online presence.
And finally, dont forget to promote your brand on the job. Workers often assume the
boss knows your accomplishments, but often times s/he does not. Certainly at review
time, have a list of all you have achieved since your last review, but also consider finding
ways to let the boss know your successes throughout the year.
Become an Expert
Nothing builds credibility in a career brand more than establishing yourself as an expert
in your field.
Start by writing articles that showcase your knowledge and getting them published
(ideally) in noteworthy media outlets. Consider self-publishing.
Seek out conferences and meetings where you can give speeches and presentations.
Play up awards and other recognition that can help label you an expert.
Get quoted by offering your thoughts, ideas, and opinions to journalists and reporters.
Consider constructing a professional website or blog where you can publish all your
articles and speeches.
Build Relationships
Nothing in marketing is more powerful than a promotion tool called word-of-mouth,
which can be defined as what people say about you.
Thus, nothing is more powerful in building your career brand than what your network of
contacts your friends, colleagues, customers, clients, and former bosses say about
you and your set of skills, education, and accomplishments.
And keeping your network strong involves nothing more than relationship building.
Keep in good contact with your network and be sure they know of your most recent
successes.
But the best brand-builders dont stop with their current network; these folks are in
. Search out as well as
the growing number of online networking communities.
For more information, see How to Build and Expand Your Career Network: 10 Proven
Techniques for Job-Seekers.
Final Thoughts on Building Your Brand
Once you identify and build your brand, remember to continue strengthening and
protecting it. There will always be competing brands (job-seekers) ready to fill any gap
you leave behind. You are indeed founder and CEO of Me, Inc., and the more you do to
cultivate your career brand, the more successful youll be with your current employer
and in the job-search.

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