Whether you are marketing your professional branding verbally, in print, or on the web, you need to take into account a number of considerations as you plan and initiating a branding campaign. That is, if you want to target the right audience with the right message and have a successful outcome. Make no mistake, it does not matter if you are looking for a job, want to move up your organization’s ladder, grow your clientele base, or have other career/professional marketing goals in mind, you are promoting a product – yourself!
Exactly what are you trying to do when developing a professional brand? The goal is to create an individualized professional niche; projecting your ideal image in a highly visible, powerful, and memorable way. Your established brand sets you aside from your competitors and showcases what you bring to the table.
How do you go about establishing a focused targeted brand? What are the considerations you need to think about to achieve your goal?
Communications begin from the moment someone comes into contact with your brand – either when they meet you in person or read a communiqué from you. First impressions are formed almost instantly and thus, are the essence of your professional branding. Once an image is established in a person’s mind, it is quite difficult to change it.
Purpose and audience determines what is highlighted in your profession brand message - which expertise, knowledge, accomplishments, personality characteristics, etc. Way of communicating influences language, style and style. Each communication method has a distinctive impact and span of attention. Be aware of how different generations and cultures react to various communication styles, format, and language.
Length of time you have with the person – 3 minutes (e.g. networking situation), 30 minutes (e.g. 1st round of job interviews), or 1 hour (e.g. marketing your services/products). Decide what is the priority info to present within the time frame allotted to project your ideal image.
Message you want your audience to take away and remember. Think about how someone would describe you and your professional brand and how strong would the recommendation be to develop a working relationship with you.
By taking into considerations the above listing, when creating the message relaying your professional brand, communications will be successful.
Email your comments to: Annabelle Reitman, Ed.D. Career Management Strategist, Author: anreitman@verizon.net
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