One of the most fascinating things about the corporate branding world is just how durable the top brands are. In the annual survey of the top brands from branding consultancy InterBrand, the perennial No. 1, Coca Cola, has been around for more than 100 years, and most of the Top 100 are more than 60 years old. Across economic ups and downs, vast structural changes in the global economy, and sometimes even changes in corporate ownership, the value of branding persists and grows.
We see a corresponding leverage in personal branding as well. Developing a personal brand puts more of your career and personal destiny in your hands. It’s the key to not being buffeted by what the economy is doing, or being at the mercy of corporate maneuverings, but instead seizing control of your own fate. There is great personal power, no matter where you are in your career, in knowing that your fate is no longer in the hands of others, but under your own control.
But while the idea of branding is something we all understand as it relates to the corporate world, what’s hard to “get” sometimes, is that we all already have a personal brand. The issue isn’t whether to create a personal brand, but how to go about refining and maximizing the value of the one we already have.
You Are A Personal Brand, Like It Or Not
“Everyone has a personal brand, whether they like it or not,” says Peter Montoya, a personal branding expert and author of The Brand Called You. In Montoya’s words, a personal brand is “the powerful, clear, positive idea that comes to mind whenever other people think of you.” It’s the values, abilities and actions you stand for, or, as he puts it, your personal brand is “who you are, what you do and what makes you different or how you create value.”
The value of personal branding is a little easier to see as it relates to small business owners or solo entrepreneurs – for whom personal branding and corporate branding tend to blend together – and this is where much of the personal branding literature is targeted.
However, we find that it is C-level corporate executives who, in many ways, have the most at stake in developing (or not) their personal brands. Senior level executives get so caught up and tied up in their day-to-day responsibilities, that they often don’t build strong personal networks or take time for personal development.
The Personal Branding Process
Consider the first steps that go into the strategic branding process. Here, the goal is to identify and articulate a company’s core promise (or the core promise of a product or service) that it makes to its customers, employees, business partners, investors, stakeholders and to itself. This process, as it unfolds, must result in clear answers to the following questions: What does the company stand for? What are the distinctive characteristics of the company’s products or services? How relevant are these to the needs of the marketplace?
The personal branding process is very similar, only you start with…you. Beginning with a personal brand assessment, you have to essentially go through a personal SWOT analysis, honestly assessing what you offer your organization, how you are perceived beyond your organization, and where opportunities exist for further strengthening your brand.
Building upon that, you define who you are, what is truly important to you and what makes you unique—and then you build your brand around that core set of values and focus areas. In marketing terms, you uncover your “unique value proposition.” From there, you can more easily define what segment of the “market” you want to serve, both in terms of your current job and career, and your life goals.
Where Is Your Personal Brand Heading in 2020?
As you approach yearend, it’s an ideal time to assess where your personal brand is heading in 2020 and beyond. Perhaps you are finishing an assignment and will be transitioning out to begin a search for new career opportunities. Or perhaps you are secure in your position, however, changes in company leadership or strategic decisions have caused you to feel less committed to this company for the long term. You may also have added new skills (i.e., Analytics, CX, MarTech) that make you ready for a higher position along your career path roadmap.
EC works with many executives annually who decide to be proactive about personal branding and developing/implementing plans to make strategic career changes. If you are one of these executives, pls. reach out to us and schedule a call to discuss your career plans and learn about EC’s personal branding and career transition programs.
Best,
Jeff Gundersen
Career Opportunities
To see the complete position descriptions for our additional career opportunities, please use the following links:
Our rapidly growing client is one the earliest publicly traded companies serving the legal cannabis industry. We are assisting them in completing their merchandising, supply chain, and marketing organizations. This is an entrepreneurial environment that is looking for B2B and B2C talent to mature business processes while supporting continued rapid expansion. Candidates will be self confident and able to operate in a dynamic environment while leading or participating in establishing and hardening merchandising, supply chain, and ecommerce processes.
- Product Manager, Cannabis Industry
- Purchasing Manager, Cannabis Industry
- Merchandise Planner, Cannabis Industry
- Merchandising Manager, Cannabis Industry
This client has been around more than 10 years with a product that helps auto dealers convert phone leads into sales. They’ve invested in upgrading the product, which has enabled them to take market share. Looking for qualified candidates anywhere in the US who have automotive sales experience working with dealers, franchise owners and OEMs. Need to have SAAS experience as well. Company is located just north of Baltimore, MD. Looking for experienced sales leaders who can help grow the business with a 3-5x multiple.
PE-backed, Niche Marketing Services Company: Our client is a specialized marketing services company founded in 1995. They have historically focused on customer acquisition for small- and medium- size companies in the financial advisory and legal fields, and are growing their business in the medical services and senior living space. The company deploys a variety of acquisition methods using digital (SEO, SEM, social media, display, video, paid and earned media, email and webinars) and traditional (direct mail and phone) methods that are supported by proprietary technology and advanced data analytics. The company has approximately 160 employees with offices in Tampa, Fl and Dallas/Ft. Worth, TX. The company is very profitable and is growing quickly. Longer term it is expected there will be a significant increase in growth as they enter new markets through organic growth and acquisition. The company is backed by a well know PE firm that has been investing in product development, executive talent, and analytics.
I look forward to connecting with you.
Best,
Jeff
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