Re-Brand 2012: What to Do When a “Brand-Aid” is Not Enough
Many clients come to me for career advice when the same old approach is no longer working. Often they will say, “Something is going on in the market. In the past, I was in high demand.” Well, perhaps it is the challenging market. On the other hand, could it be your long-time brand is no longer effective? In a challenging market, it is twice as important to update your brand. How do you know if you need a brand make-over? The market will tell you. Frankly, if you are not getting hits on your LinkedIn page and you are not getting requests for interviews, it is time for a make-over. A quick “Brand-Aid” is not the answer. You need to carefully consider, finesse, and project your new brand.
Don’t expect a major brand transformation to happen overnight or with a quick change to your résumé. It takes time and involves every aspect of your brand image. Think of every point of contact and every exposure in the virtual and real world. Your brand should be consistent in every way that you express yourself. Here are a few tips to get you started with a new brand.
Core Values
Your characteristics should be constant in any market phase, any industry, and be woven through all that you do. These characteristics might include: integrity, responsiveness, cooperative spirit, creativity, or the ability to mentor others.
That Thing You Do
Keep doing what you do best, provided it is still needed in the marketplace. If you are the “Henry, the VCR Wizard,” you may need to find a new area of expertise. However, if you are the best corporate trainer, that could be your bread and butter. Stick to that and build on that brand by identifying training needs in tomorrow’s market.
Differentiate Yourself from the Competition
It’s Marketing 101, but it is also one of those essential truths that we must acknowledge. Research the market by studying job postings, reviewing industry websites, and networking. Determine the needs of your target employers and customers so they can fill those needs with your unique skills, perspective, and knowledge. Differentiation is important when creating a brand. Albert Einstein once said, “I believe in standardizing automobiles, not human beings.” People are naturally drawn to those that offer unique value and creativity.
Back-Up Your Brand
It’s bold to say, “I am the greatest data storage designer that ever lived.” However, you must be able to back it up with a record of success. Compile a list of achievements for inclusion on your résumé, your online profiles, and in networking conversations. What, you don’t have big achievements? Identify weaknesses and problems. Determine ways to improve operations and profits. Solve big problems. Use those accomplishments to strengthen your brand as an innovator, problem solver, and profit generator.
Define Yourself
You have a brand. The question is whether that brand is working. Take time to define your brand. Ask peers, customers, and managers to describe you. Surprisingly, your personal image may not match how others see you. Now define your new brand. How do you want to be seen? Be that brand. Project that brand. Step outside your comfort zone. You will never reach your greatest potential without experiencing a bit of discomfort and fear. If your brand is to be the best (fill-in-the-blank), then you must extend yourself. Today is the best day to get started on your new brand campaign!
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