Branding yourself...

As a very practical person, Denise Altman from Altman Initiative Group, Inc. wasted no time: "What does Walmart, Kia, Mercedes, and Ritz Carlton have in common?" was one of the first question she asked the MBAD 6100 students. And the answer was quite obvious: all these companies have a strong brand recognition and a very well defined target market. But what does all this have to do with us as MBA students? Well, similar to how these companies created a strong brand around their products and services, we, as future employees, have to develop our own brand recognition to enhance our career opportunities. We need to strategically utilize our education and experience obtained in the MBA program to develop our branding.

What does it mean to have a brand and be recognized by it? Do I currently have a brand that I'm unaware of? When people see me or my name, what exactly do they think of? Are their assumptions correct and in accordance to what I want to portray? These were all questions that popped up in my head and needed to find an answer ASAP.

As I was listening to Denise speak, I realized I need a change in  the way I approach my job search. It was one of those "AHA" moments. Something that was in front of me all this time but never saw it. I realized that in order to achieve my career objectives I needed to start thinking, behaving, and dressing up as the person I want to be and not what I am right now. All this while staying true to myself and my passions.

In order to create my own brand recognition, I have to evaluate myself from a few different perspectives.
1. Market. Walmart provides everyday low prices. Their target market is known to be consumers who are interested in value rather than quality. What is MY potential employers' market? Who do I want to notice me? Better yet, who do I want to work for? These are all great questions that I haven't fully tackled in the past. I was mostly going with the flow. But not anymore.

2. Features and Benefit. Ritz Carlton is known for its outstanding customer service that definitely comes at a premium price. The hotel chain's employees are trained to basically go out of their way to accommodate any requests the hotel guests might have. Ritz Carlton clearly defines its features and benefits. But do I have a clear understanding of the features and benefits required for my dream job? What qualities would the perfect candidate for this job have? What kind and how much experience would the perfect candidate have?

3. Competition. Since I am not the only one out there looking for a job, how does my competition look like? What are some of the buzzwords that everyone uses not only in their resumes but also in their interviews? When I present myself and my case, do I manage to stand out or do I fade in with the crowd? If I am unable to describe and understand my competition, then I won't be able to differentiate myself from it. To help us brainstorm some of our differentiation factors, Denise provided us with the following self-examining questions:
           1. What is/are your greatest accomplishment(s)?
           2. What is the best compliment your boss/supervisor said about your/your work?
           3. What is one word you would use to describe yourself?
           4. Fill-in the blank: "We can always count on (person in question) to _______"

4. Packaging. 7 seconds - that is all someone we just met needs to formulate an opinion about us. First impression is key when networking and meeting potential employers because it is easier to make a good first impression than have to alter someone's opinion of you later on. What is the first impression I currently make? Am I consistent in my behavior around others or do I send out mixed signals? Does my current "packaging" align with the specifics of my dream job? All great questions...but don't know the answer for all of them yet.

5. Distribution. In your current networking endeavors, are you participating in the right event/committees and/or reaching out to your actual target market? Is your target market noticing you? Denise provided the class with some great examples on how to get noticed without looking desperate: if you are currently looking for a job, you can join the professional associations affiliated with the industry you are interested in, or reach out to someone who is currently holding your dream job and ask them to grab a cup of coffee and find out what their job is all about, or, even better, ask someone to be your mentor; if you are currently holding a job, be proactive by joining different committees and/or volunteering for assignments you are interested in.

6. Pricing. We tend to associate Mercedes and Ritz Carlton with premium prices, while Walmart and Kia with value prices. Similarly, each of us has a price point associated with our brand: premium, value, average, discount. However, no one likes to think of themselves as having a price tag. I know I sure don't. But Denise made a great point: if you don't know your value and what you're worth, how will you be able to negotiate your future salary/promotion? When developing a personal brand, it's important to adjust your target price to match your own specific brand.

7. Tagline. Probably the most important aspect of them all because it has to be consistent with all the other aspects I just mentioned. In addition, it has to be concise and encompass what you are all about. Similar to an elevator speech, it has to describe you and provide a positive long lasting impression on the listener. Before I can even begin to think about my tagline, I need to figure out the answers to all those other questions above.

Having this class so early in my MBA program was an eye-opener. Before this course, I thought I knew myself pretty good but I definitely need to do some more soul searching and really define who I am first before I can develop a strong brand for myself.

Hopefully, this information provided to us by Denise Altman and my own reflections will help you enhance your personal branding and increase your marketability. Remember, everyone has a brand of their own. You too have that differentiation factor that will distinguish you from your job market competition. In the mean time, enjoy your self-discovery journey...I know I will enjoy mine!