Searching For Personal Brand

Ever wonder about the real meaning of branding? Aside from the “cattle is mine and I am going to prove so” branding, there is the art of branding a logo, organization, or individual. Brand images can say so much with so little: an apple indicates a brand. A swoosh indicates a brand. Even a circle with a slash through it indicates a brand. Brand words, or even a single word, can say the same as a simple image. It is hard to define exactly how or what makes a brand. But yet it is so easy to define what is or is not a brand.

Businesses must define branding on a daily basis. How do we dictate our brand consumer? What target market does our brand segment? Why do we need several words of content to explain our brand when a simple image will do? When do we design a brand? Where do we brand? How do we rebrand? When will we extend our brand lines? The questions can go on ad infinitum.

On the macro level, branding a business is critical in a modern consumer environment. The end-user dictates what sells and what drops in the market. Consumer Relationship Management (CRM) is key in modern marketing. Social medias, such as Facebook, Twitter, and MySpace, to name a few, are recent tactics designed to attract new target markets that live in a electronic and online world. Internet marketing must be forethought for businesses versus afterthought. It does not make sense to build a house first and insert the plumbing second. The same for marketing campaigns: strategies that focus primarily on print and radio miss a significant target market demographic. Guerrilla marketing tactics such as Search Engine Optimization (SEO) and Pay Per Clicks (PPC) are just some examples of cost-effective channels of online marketing.

On the micro level, personal branding is essential for initiating, maintaining, or transitioning a career. Your brand follows you. It is reflection of your experience, communication, and progression. How you develop the integrity of your brand and build brand association is exemplified in your direct and indirect actions. Modern media is targeted in more than marketing campaigns. It is also implemented as a tool for searching your background and career. Try this little experiment. Search your name and location in Google: what comes up? Does it surprise you? Do you write a blog? Did someone write a blog and comment on you? Is your name attached to a media release? Did you write a media release?

Last post, I mentioned that this discussion would revolve around the cover and resume dance. As a disclaimer, it will not detail the ins-and-outs of a cover letter. But, here are 10 simple tips: (1) research the organization (2) find its contact information (3) date it (4) address it to the “Hiring Manager” , or even better, the contact’s name (5) start with an introduction paragraph (6) state your reason for applying (7) add content, including experience, expertise, and expectations (8) close out with a thank you and a direct call to action (9) leave contact information, and (10) read it again and again. Then read it some more. No more than a page.

What does your cover letter say about your personal brand? Are your key messages framed in the content? How does the white space look? Are there grammatical errors? Simple mistakes are easy to make. Spell check is inherently flawed. Note the ubiquitous there and their and even the synthetic difference between compliment and complement. See it as the end-user and read it out loud. Practice the flow of the letter. Practice some more.

Resumes are an evolution in motion. Develop. Develop. Develop some more. Your resume must be considered a personal reflection of your brand. Don’t hit send once it is developed, edited, and ready to go. Not just yet. Remember that your cover and resume are essentially an electronic copy of your business card.

Most organizations are focusing on software applications that filter information based on keywords. It segments information into categories such as industry, title, experience, and education. So, you are researching a job posting for a Communication Specialist advertisement. Does your cover include copy from the job description? This is a very critical component of your writing. Yes, it is copy of a copy, but inserting it minutely separates you from the. Remember that the employer is looking for keywords. The job description is free information. Use it as Job Application Optimization (JAO). After all, the employer did write it with you in mind. It wants you to be a fit for its organization.

What is your cover saying to a potential employer - does it flow? Could you use nine words instead of 15? Keep it simple. Real simple. Just because you know how to design flowers or drop shadow in your title does not mean you should. Again: keep it simple. Follow rules of engagement. Use JAO.

The resume is also a tactic that can be implemented to promote your brand. Include a profile. Explain your career transition. Give core strengths, such as Project Management, or Media Planning, or even Branch Administrator. The content depends on your experiences. But it must pop on the page. It must appeal to the eye and it must, above all, must incorporate balanced white spaces, and smooth transition between headings.

Rely on different sets of eyes to edit and review your resume. Yours effectively become blind to mistakes after reading your cover and resume for the 100^th time. And you should be reading it over and over again at least that much. Experiment with different headings, borders, colours, spacing. Be creative. To a point.

So, let’s touch on the points again. Organizations can research you online. Your cover and resume is a personal reflection of your brand. Write your cover and resume based on the JAO, think about the end-user as your future employer, and practice, practice, practice. Practice some more.

In the end, it comes down to the six inches in front of your face and what you do with that opportunity. Connect the inches one at a time and you will be fine. It takes time to develop a brand. Start taking the time today.

Next post: dealing with rejection emails. What to look for and what to reply.

"All media, all marketing, and all communication have one thing in common: they all drive people to search." - Fredrick Marckini

Challenging the Status Quo

My friend and I recently discussed careers. He wants to quit because he was passed over twice in the last couple of months. He worked for two weeks straight without a day off, recently increased his sales, and handled the majority of administrative tasks at work.

I listened and let him vent. We all need to vent. In fact, I believe we are all entitled to at least one daily vent. Then I focused on issue management, essential value of preparation, and the influence of key messages.

All relationships, such as business, personal, and media, are based on key messages. Facilitating positive relationships requires issue management, and strategic planning. Address the issue. Plan multiple solutions. Implement tactics. Consider possible concerns. Prepare and use key messages.

My friend’s decision was to give his manager an ultimatum. Promote me or lose me.

“You have a background in martial arts,” I said. “Do you prefer to attack…or counter-attack?”

“Well, I prefer to measure an opponent, anticipate his movement, and counter-attack,” he replied.

I explained that an ultimatum is basically wading into a fight swinging and hoping to make contact. He was not competing on a level playing field. At this moment, I said, you are considered the lesser foe. Your manager has power and therefore the upper hand. You must raise your game, gain his respect, and beat him at his own game.

“How will your manager respond when you discuss the promotion?” I asked him.

“Sales are always an issue. I always coasted and sold just enough to pass under the radar,” he said. “But I have been in the top three rankings in the last four months. He might bring up the fact that my sales have been low this month.”

I told him to expect concerns regarding consistency. Then I gave him the first key message.

“I am really glad you brought that up. My sales have progressively improved. I know this month is slow. But I have evaluated my sales approach and recognized areas to maximize presentation opportunities. I am still trending toward a strong month, and still rank in the top five sales positions.”

The point of a relationship is open and consistent dialogue. Provide the speaker with opportunities to express points and concerns. Respond with the appropriate key message. Qualify it with examples. Quantify it with hard numbers. Show due diligence.

“Well, I was also told that I do not have enough managerial experience,” he said and added that he had the longest tenure at the office.

This segued into his second key message.

“That is a very good point. But I have been here for more than a year, handle administrative tasks, and train new hires to process paperwork. Operations have improved. Team members spend more time on the sales floor. The team is more confident and well-rounded.”

He smiled at me. Now, I said, there are two key messages to handle his objections. However, there is an old adage that everyone has a game plan until they get hit. I asked him to take some time to think about another potential objection.

“My attitude,” he said. “I will admit that in the past it was very poor. I hated being there. But now I see the potential to make a lot of money.”

I gave him his third key message.

“I agree. My attitude in the past was not ideal. But I can’t turn the page on the past. I can only move forward. My sales reflect a stronger, positive attitude. I delegate more responsibility and stress teamwork. The office is running at peak performance and morale is fantastic.”

Everyone loves value. Value is critical from the dual perspective of beginning-user and end-user. Managers want more profit with fewer returns and happier clients. Clients want innovative, reliable products delivered with service. Subtract cost, add value, and you have a valuable business solution for satisfied users with reduced buyer remorse.

“Tell your manager that you want the new promotion,” I said. “Add that your goal is to bring your expertise and new attitude to promote a balanced sales portfolio for the company. Stress your confidence. Stress your qualifications. Stress that you are excited for the challenge and responsibility of the role.”

“ Even if he does not promote you now, he will keep a close eye on you for upcoming opportunities. You must present yourself as a value to your company. Focus on what you do for the company versus what the company owes you.”

We practiced possible objections and key messages until he felt comfortable using his own words in his own voice. The only way to make sure your voice is heard is to give a logical and intelligent reason for people to listen. My friend walked away with a lighter heart and told me that he felt better prepared for the discussion with his manager.

Are you looking for a new job? Maybe a new promotion? Heck, maybe you are having relationship issues. Think of the obstacle and think of your role in the issue. What can you do to facilitate a mutually beneficial relationship? How can you promote a level playing field for both parties? Compromise is essential in all relationships. Don’t sacrifice. Sacrificing is only a short-term solution that eventually ends in regret and discontent. It is based on terms dictated by someone else. But compromise is a solution that works for both parties.

Think of possible objections. Plan your key messages. Apply the key message for complementing objections. Use bridging statements, such as “I appreciate your concern”, or “That is a great point” to acknowledge the concerns of the other party. Let them speak instead of waiting for your opportunity to interrupt. Above all: step away from ego.

Next post: preparing for a career transition. The dreaded cover letter and resume dance.

"Job security is gone. The driving force of a career must come from the individual."
- Homa Bahrami