The total relationship people have with you gives them a certain perception of you. This perception is your brand. As the CEO of ME, Inc., your brand helps others decide if they want a relationship with you or not.
Here are some of the hallmarks of brands:
· You only get “credit” for what you do consistently.
· The reliability of your behavior establishes your brand.
· Brands are based on actions, not intentions.
· Inconsistency weakens brands and suspends belief.
Remember this important marketing principle: Benefits Always Trump Features. If a new car dealer tells you about 8 cylinder engines, state-of-the-art emission controls, moon roof, and racing stripes, she’s describing the car’s features. However, if she tells you things like, “It will easily save you over 50% on gasoline”, or “the front and rear sensors warn you if you are too close to another vehicle”, she’s describing the car’s benefits to you as the potential owner.
Since you are the CEO of ME, Inc., always try to emphasize how you can solve someone’s problem or save them money rather than going on and on about all the achievements you’ve racked up in your professional career. If people begin to associate you with consistently providing benefits that will become part of your BRAND— and you’ll be remembered for it!
Learn to differentiate yourself from your competitors. Always provide value. Bring something to the table they can’t. Find a niche that shows the world you are someone with unique skills and talents and that you know how to use them!
I'll see you on the radio this and every Sunday morning at 8am (EST) on Your Career Is Calling on 107.7 FM and online on www.1077TheBronc.com. This week our guest is Lloyd George discussing How to Leverage Outplacement Services.
Best wishes and own your career,
Career Management Consultant, Executive Coach, Speaker, Author
Weekly Co-Host of Radio Show "YOUR CAREER IS CALLING".
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