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It’s a Brand You World!

We all recognize the logos of popular companies like McDonald’s golden arches or Nike's swoosh but the brand is actually the impression we have of those companies: what is their promise of value and do they deliver on that promise? What makes them different from all other brands and why should I buy what they are selling? As professionals in the workforce, career transitioners, or job seekers, the product we are selling is us! Cyndi Ratzliff, @BrandYou says, "You are the brand. Everything you say, do, create, or produce is your brand extension." It’s time to consider your Personal Career Brand!

In a 1997 Fast Company article, the recognized father of branding, Tom Peters, wrote, “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 CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. It's that simple -- and that hard -- and that inescapable.”

Branding Gurus, Steven Donaldson and Michael Zinke,, explain the goal of personal career branding is to:

  1. Clarify your relevant core attributes: What is your value? What do you stand for?
  2. Define your target market: What customers (or employers) most value your solutions?
  3. Focus on Your Differentiation: What makes you unique? What are the key areas you can promote? What makes you compelling?
  4. Build Consistency: Use the same language over and over.

In the Business and Job Center’s Career Process Center on the third level of Richland Library Main, we say it like this:

Brand You: Self-Marketing to Get the Job!

Discover It! You are the CEO of you!

  • What are you passionate about?
  • When does time pass quickly?
  • What sets you apart from the others?
  • What value do you bring to the company?
  • Define It! You are the Product!

  • What is your brand’s mission statement?
  • How does you brand benefit the employer?
  • Which employer is the best fit for your brand?
  • Does your brand have growth potential?
  • Demonstrate It! You are Valuable!

  • Identify ways to communicate your uniqueness so employers will want to interview you with creative marketing materials such as résumés, cover letters, and career portfolios.
  • Promote It! You are Competitive!

  • Network to look for hidden markets, side doors and creative methods to introduce yourself to the decision makers.
  • Learn more about your Career Brand during the month of August in these Business and Job Center classes: (call 929.3457 to register)

  • Brand You! How to Market Yourself to Get the Job! * Monday, August 19, 3-5pm
  • Social Networks Class: Build your Brand and Find Job Leads *, Thursday, August 22, 11-1pm
  • Communications Tips with Blue Cross Blue Shield of SC *, Tuesday, August 27, 10-11am
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