February 10, 2009

Career management has much in common with the basic concepts of branding and advertising. You need to find a way to distinguish yourself from the rest of the pack, and then figure out how to manage the way you're perceived.

Just like any company, you need to create, build, and oversee your product's brand - only in this case, the product is you, and you're wearing all the hats. You're the CEO, you're the brand, you're the head of marketing, and you're the ad agency, too.

The first order of business is to identify your competitive advantage. What is it about you that sets you apart from the legions of other people with jobs similar to yours?

Once you've determined that unique selling proposition, the next step is to distill it into a concise description - your branding statement.

Now what?

Put your statement in a larger context - consider how you're positioning and building your personal "brand."

Consistency
Is your messaging consistent? This includes your print materials (cover letter, resume, thank you notes, general business correspondence), electronic communications (corporate bio, your employment history on professional networking sites, items you post online), what you say when you network, and so on. While you're at it, Google your name and read through the results. Is what you see consistent with the personal brand you're trying to establish?

Visibility
What are you doing to build your profile and promote your brand? This includes your efforts to increase your circle of contacts, increasing visibility by volunteering for high-profile projects, representing your company as a panelist at industry events, and leading initiatives for various trade associations.

The more visible you are, the more inclined other people will be to talk about you - which lends to your credibility and further promotes your brand.

Style
Do you "look the part" - and "act the part?" However you've decided to position yourself, you need to make sure you're perceived in a way that's consistent with your message. Substance is king - but don't forget about style along the way.

Think of yourself as an asset
You're not someone else's employee; you're the "business owner" - of your career. What can you do to continue to add value to that asset?

Your brand isn't static; neither should be the manner in which you're managing it. Revisit this subject periodically to make sure both the brand and your positioning are still relevant. If everything remains solid, great. Maybe all it needs is a little refinement. The point is, change is a constant you can count on. Make sure you're adapting to the world around you and keeping your brand current.

Rebecca Metschke is the author of The Interview Edge, a comprehensive guide for those who are serious about their careers. Visit http://blog.theinterviewedge.com/ for free tips and strategies to gain a professional advantage.