Branding Because of branding, you likely have certain images that comes to mind when you think of these products A brand is a tool that is used in the business world to describe all the information or perceptions that are connected with a product or service.
Branding When you see these brands somewhere, you associate them with a set of expectations or perceptions Nike = tough athletes at the height of their performance. The Golden Arches = fast service and good food Apple logo = cutting-edge technology. You associate these concepts, thoughts, and images with the particular companies because of the brand each company has established.
What Do We Mean By Branding? Branding is… An image created in someone‟s mind It‟s both tangible and intangible characteristics of a product or service that make it unique Products that are branded are often chosen over similar products because they somehow have a perceived value of being „better‟
Example: Think of the teenagerdeciding between a name brand pairof blue jeans and an off-brand pair.Which do you think they will choose?Why do they perceive one as betterthan the other than the other? Branding
Branding is not just for products anymore… Use branding concepts for yourself. In this program you will learn how to establish a career brand for yourself, starting your own business “You and Me, Inc.”
People Can Brand Themselves Too Think about the way the following people have branded themselves: Michael Jordan Kris Aquino Manny Pacquiao Various political leaders Manny Villar Loren Legarda Chiz Escudero Noynoy Aquino
Branding Yourself Helps to define who you are/what you are about (or why an employer should hire you) Branding yourself is a way of associating great value with a product (the product being you)• Branding yourself is not about getting an employer to choose you over your competition.• It is about getting the employer to see you as the only solution to their problem
Why Branding Today?1. Trust is essential in the corporate world • People want to do business with and hire or promote people they know and feel good about2. There has been change in what a traditional career path looks like • People today change careers an average of 8 times during their lives • Branding can be consistent throughout the changes (ex. Hard work and creativity can flow through to different occupations)
3. There is also a change in the way people communicate Electronic communication doesn‟t allow personality to show (compared to face-to-face communication) Your first interview might be over the phone or your first communication with a potential employer could be over e-mail This type of communication could make it difficult to express yourself.
4. Branding makes youmore memorable (thinkabout how the swoosh orgolden arches stand out inyour memory) in the midstof the different type ofcommunication. If you can get an employer toassociate positive traits with yourapplication or communication, you willlikely rise to the top of the applicantpool.
Getting Started:7 Steps to Building yourPersonal Brand 1. Self-reflection 2. Continuous Learning 3. Prepare marketing strategy 4. Build relationships 5. Prepare marketing pieces 6. Develop your pitch 7. Follow up
Step 1: Self-reflection Before you start, you need to know what you‟re beginning with. Self-reflection will help you identify the tools you have and the areas you need to improve.
Step 2: ContinuousLearning It is imperative that you regularly benchmark your skills against others and develop a plan to keep your skills on the cutting edge Continuous learning is essential to build your brand. Add a Degree (majors/minors) or certificate Attend conferences and workshops Spend time spent with a mentor
Step 3: Prepare MarketingStrategy•Mission statements are the backbone of acompany •By creating a mission statement for You and Me, Inc., you will have direction for where you want your brand to go. •Mission statements are short, descriptive statements of the common objective and focus of the organization. •Keep your mission statement to no more than two or three sentences, or about 30 words.
Step 4: Build Relationships network is defined as: group of people who exchange information, contacts, and experience for professional or social purposes. (The Oxford Dictionary) Networking tips: Word of mouth is powerful; what are people saying about you? Keep in good contact with your network Always make sure your network knows of any recent successes
Step 5: Prepare Marketing Pieces Your promotional pieces should include: Cover Letter Resume Personal References Consider how you will incorporate your mission/vision into your promotional pieces Consider how you will distribute these pieces Job search engines Distribute to family and friends Directly apply to an organization
Step 6: Develop your pitch A formal interview is your opportunity to pitch your brand: You and Me, Inc. Tips: Practice makes perfect (take advantage of the Mock Interview program) Dress appropriately and professionally Prepare (research the company and reflect on your skills and abilities) Don‟t be too modest (you‟re selling your product and you don‟t want to sell yourself short) Consider how you will incorporate your personal mission/vision statements into the conversation
Step 7: Follow up Good follow-up communication will assist in creating a positive association with your brand Return employers‟ calls immediately (establishes trust) Respond to all requests (shows responsibility) Write a thank you note after interview (associates courtesy with your work) Write acceptance/decline letter upon accepting a job Keep in touch with your network
Let‟s Review:7 Steps to Building yourPersonal Brand 1. Self-reflection 2. Continuous Learning 3. Prepare marketing strategy 4. Build relationships 5. Prepare marketing pieces 6. Develop your pitch 7. Follow up
The Importance ofBranding Creating a brand allows you to associate value with your product (you!) There are many competing brands…you must position yourself so employers choose you By branding yourself – you‟ll stand out from other candidates If you don‟t brand yourself, someone else will do it for you