Branding Product "You"

In career coaching we often talk to our clients about building a brand. Whether you’re currently employed in an income generating job or you are in non-income generating work, also known as a job search, you’ll benefit from having a Personal Brand. There are a lot a stuff out there about building a personal brand. My goal is to introduce you to this concept as a way of improving your position in your career.

In my May 2nd blog entry, I mentioned Jonathan Salem Baskins and his books, Branding Only Works On Cattle: The New Way to Get Known (and drive your competitors crazy) and Bright Lights & Dim Bulbs: The Year in Marketing Buzz, Brilliance & Buffoonery, So You Don't Have To Repeat It; which are two good resources. Another guru on the subject of personal branding is Peter Montoya author of The Brand Called You, is a must read (or listen to) for anyone wanting to understand the subject. Other big names in the field are: David Meerman Scott, Seth Godin, Tim Ferriss, Steve Rubel, John Jantsch and Keith Ferrazzi. Check out at least some of what these guys teach.  

If you are looking for ways to improve your situation, change careers or land a new job you’ll want to help people know who you are. Employers and bosses want to know what you can do for them. How can you help the business grow or their department meet their goals?

Tell them what you do. Tell them what you love. Tell them what you’re great at.

How do you tell them? Get branded!  All the people I mentioned above state that first you need to figure out what it is and then start being known for doing it. Become an expert and help those around you or those connected to you learn more about your subject. There are several ways to accomplish this... social media like Twitter and LinkedIn is one way or writing a blog on your subject will work. Or you can just start commenting on other’s blogs or posting sharing insights and clarifications on confusing aspects or ideas.

Also there are the old fashion ways: volunteer to head up a project in your area of interest; write a white paper and submit it to a professional journal or periodical; give a presentation or sit on a panel discussing your subject. Create a tag line to add it to your signature of your email. I used to be “The QA Guy” and it didn’t matter that there were 100 other QA guys out there... that was how many people thought of me.

A friend recently reminded me of the old adage, “You’re either part of the problem or part of the solution.” You want to be seen and known as part of the solution. Your personal brand will help you be noticed and maybe your brand will get you the opportunity to talk face to face with the decision maker and end up with a new job.

"Landing" a Job?

How important is a positive frame of reference? Can you get a promotion without a positive attitude? A positive attitude and a plan are two of the three elements you need to be successful in your career.

The other day I attended a keynote speech by Jonathan Salem Baskin who commented on the terminology: landing a job. He asked, “If landing means getting the job, then where were you before you got the job? Flying? Grounded?” Someone from the crowd called out, “Crashed.”  Everyone laughed.

Let’s think about it; you can land a job, a pilot lands a plane, a fisherman lands a fish, Neil Armstrong landed on the Moon. Where else can you land?

But Jonathan Salem Baskin’s question is what I want to reflect on this week. Before you’ve gotten the new job or promotion, are you flying or grounded? If you don’t get the job or promotion does that mean you crashed? Or... is it time to move on to the next opportunity.

You need to be flying... period! Grounded is not a choice that will get you that job or promotion. You might not be flying at 30,000 feet, maybe you’re flying just a few hundred feet of the ground, but you’re not grounded. You’re moving forward. You have to be moving toward your goal to achieve it....

Once you take off for your goal, you’re going to see a number of targets. Some targets might be your goal and you’ll need to check them out. Some won’t be your end goal, but may be short term goals on the way to your final goal. There is good news today; there are more and more targets on the horizon as the economy gets better. There are more people to help you hit your targets. These folks are your networking contacts.

Don’t think for a moment that your grounded. If you haven’t fueled up, get the tools you need for a successful flight. If you don’t know what you need for your flight, think about taking on a coach, someone who can be objective and give you the straight scoop so you don’t crash.

The third thing one needs to achieve success in their career...  consider a “product” that the target is looking for. We’ll talk about branding your “product” next time.