#015 Brand YOU

Just like the products marketed and sold by you, my sales and marketing superstars, YOU are a brand.

Think about the work you do – how could you possibly market or sell your product if you didn’t know that product inside and out?

This is how many people approach the job market…as a product without a clearly defined brand, no understanding of who should buy that product or why, or what benefits the buyer will receive.

I want to give you my favorite questions for determining my clients’ brand.

In episode 7, I talked about getting crystal-clear on your brand, and here are the questions I mentioned in that episode:

  • What do I do differently, and better, than others in my field?

  • What do I dislike about how others in my profession go about this work, and what is my solution?

  • What feedback do I consistently receive about my strengths?

Here are three questions you can ask others to determine your brand:

  1. What do I do better than anyone else you know?

If you had to compare me to a model of car (or type of appliance, or breed of dog…choose whichever one is most meaningful to you), what type of car would I be and why?

  1. What three adjectives best describe me?

During a resume strategy phone call with my clients, I ask them what their five main brand messages are. I preface this question by telling them that I want specifics…I want to get granular with information that will differentiate them from every other person they will be competing with for a position.

This work requires an objective eye to your career, and often asking those you’ve worked with or working with a professional like me is the best way to view yourself objectively.

When my clients stall out on this question, I invite them to think in two possible ways:

-What am I consistently called upon to do? Is it turning around under performing departments like my client, is it building departments from the ground up to become showpieces for the organization like I have done, is it mentoring and coaching so team members perform at their peak?

-Here’s the other question: What’s my secret sauce? HOW do I accomplish what I accomplish? Is it my ability to secure the best talent in the industry and keep them? Is it my ability to build long-term relationships with customers? Is it seeing potential in a customer and presenting that customer with solutions to their problems that catapult my company’s bottom line?

One more word about developing your brand messages: Sometimes it’s not so much the individual aspects of your brand, but rather the combination of those brand attributes that makes you different.

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