What’s in a Career Brand?

A rose by any other name would smell as sweet is a famous line from Shakespeare’s Romeo and Juliet that most of us are familiar with, but the truth is - had Juliet not been a Capulet - the situation between the two star-crossed lovers would have been quite different.  Basically, Juliet was the wrong brand as far as the rest of the Montague family was concerned.  So what’s in a career brand?

Wikipedia defines a brand as the identity of a specific product, service, or business. When an individual person brands herself in order to improve career prospects, she is defining herself as a product that can provide a certain service or business.  Most of us will not become a brand at the level of a well known personality like Suze Orman, but we can use the same techniques to expand brand recognition within our own industry and sphere of influence.

To create a strong personal brand identity, the following strategies will guide you:

1. Identify Your Unique Attributes: Determine those exact traits that make you stand out from the crowd so you can create specific messaging about the value you offer.
2. Repeat Your Message Often: Ensure your unique value proposition is shared often with those in your circle so they are reminded of your brand. Social media discussion participation is a great way to do this.
3. Keep It Consistent: By mapping out the message you want to provide to the world, you can create a full image that is consistent whether you are writing, speaking, or socializing at a business luncheon.
4. Make it Memorable: By making powerful statements and taking a stand as a subject matter expert (SME), you can create a lasting impression with colleagues.
5. Honesty is the Best Policy: Don’t try to be something or someone you are not.  An honest assessment of what you excel at and enjoy will help you to stay on track.

When working with my professional branding clients, I start with an assessment of their core values and strengths.  We then identify those attributes and marketable qualities that can be leveraged.  Next, we create a comprehensive roadmap.  Finally we develop a sound and realistic brand implementation strategy. 

By clearly defining your message, you can point your career in a direction of your choosing.  Generating a brand identity is a great way to focus on the specific details that make you a marketable asset in your industry and develop a concise plan of action for achieving your full career potential.