Stage 4 - Develop Your Unique Brand

It may be difficult for some of us to think of ourselves as a brand. But know this: Brand development is pivotal in your Career Change process.

Tips

• Analyze Brand "You"
• Your Skills Are Transferable
• Become a Stellar Performer

Success Stories

• Steve Builds His Brand...Patiently
• Isn't That Special . . . ist?

Resources

• Brand U
• U R a Brand!
• Brand You Survival Kit

To get this concept resonating with you, start by thinking of the definition of brand as "the promise of value to be received" or "the unique differences that make someone prefer you over someone else."

The goal is to establish a memorable impression for employers, customers and affiliates—one that helps them connect the dots to see how you can bring value to them today and in the future. Creating this brand impression will be important to you on a continuing basis, but it's especially important when you are changing industries or roles.

This Stage also has its own three stages:

Start by considering what makes you unique, special, and different, especially when compared to what is already available out there.

Now turn those characteristics into what you want to be known for, specifically in relationship to what kind of work you want to be doing.

Maybe it's the creator of a new program, process, or tool. Maybe you're the best at what you do, and you can prove it.

Turn your uniqueness into a brand positioning statement, a one-sentence overview that people will remember.

In my case, it might be "I'm the only career coach in Colorado who has a weekly TV segment," or "I was "the first career coach in the country to create an interactive, CD-based job-search program."

In your case, it may be "I have developed a new landscaping methodology that can reduce your yard's annual water consumption by 25%," or "I've cooked up the recipe for a new dessert bar that makes all the others taste like cardboard." You get the idea.

Now it's time to start thinking about how you will communicate your brand to the market. We're talking about business cards, resumes, letters and such.

And, always be thinking how to distinguish your materials so they don't look run-of-the-mill, either. After all, you aren't run-of-the-mill!

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