12/01/2007Personal Branding: Developing Your Clients' Competitive EdgeBy Dan SchawbelCompetition for College and Jobs is the Problem
Both prospective college students and entry-level candidates will require a new innovation in order to contend in a world where competition reigns and supply for certain jobs, such as advertising, and colleges, such as Princeton, are declining. The question countless individuals are asking is "what can the client do now that will better prepare the client for the future?" Personal Branding is the Solution The Four Elements Defined:
The assimilation of all four elements is your client's core message or elevator pitch to the target audience. Each element secures an area where an individual must discover, create and maintain. Where do you start with your client? 1. Brainstorm these areas 2. Start piecing together who the client is now and is determined to become in the future 3. Highlight the client's strengths in each area for each element and work with the client to weave a core message. There are two parts of your client's brand to which you must pay close attention. The intangible part is the client's core message, and the tangible part is the client's "Personal Branding Kit." Consider this kit a personal sales kit, configured to the specifications of the client's target audience. The collateral represented in this kit includes a resume, cover letter, references document, e-profile or personal website, work portfolio, and flash introduction (using the client's core message). You have used many of these materials as best practices in the past. When you have completed both the client's core message and the Personal Branding Kit, it is time for them to actively apply to colleges or entry-level positions. Your job is never finished, even after the client's acceptance letter, because a Personal Brand is grown and maintained over time. The growth is naturally associated with the client's career development, including new knowledge and experiences. It's your job to be the point of contact for Personal Brand growth over time and to ensure that the client's brand is not only positive, but it is consistent. Competitive Edge!
Dan Schawbel, MS (Marketing), has a world recognized blog, a TV podcast series, awards and a magazine on the subject of Personal Branding. He is also the creator of the first 360 degree personal brand website that mixes his professional and personal life together fused with social media. Dan has been featured in Fast Company Magazine, BrandWeek Magazine, Yahoo! Finance and has written for The American Marketing Association, MarketingProfs and other major resources. As a product of Personal Branding, Dan strives to further the practice, by teaching others how they can achieve the same success. 0 Comments |