Brand is about influencing choice – whether a business or an individual. Brands influence people to select one product or service over a competitor’s. Without distinction, you are an unknown or a generic offering. The foundation of a brand is to have end-users perceive your value and buy into what you are offering.
A solid brand is based on a foundation of compelling evidence that makes your claim credible and reputable – your claim of distinction. Communicated in the right way, it instills confidence in the decision to buy from you.
What is a Career brand
The word “branding” is pervasive across the workforce these days. It’s been used to describe a simple elevator pitch to a full-blown campaign. A career brand is a subset of formal branding and relates directly to building an image in the workforce or business community.
A career brand is a snapshot of how others are likely to perceive you and your work results. It is a word or phrase that others use as a label when talking about you. Your brand will permeate all facets of a job search as well as internal career development. Once a brand is in place, it heavily influences how others interpret the value you bring to an organization or role. Your brand will be used in networking, interviewing, phone screens, professional introductions, general work-place interactions, etc…to create a consistent and compelling image of you.
Career Brand development is a process to translate a business strategy into a brand strategy by identifying your claim of distinction and the compelling evidence that supports that claim – what differentiates it from competitors.
Career Branding is tactics – creating the task-based marketing plan to execute on strategy in the form of Brand Expressions that communicates your unique positioning as a personality and precise targeting to influence purchase or hiring decisions.