Op-Ed: Create Your Own Brand

by Patrick Cataldo, Associate Dean For Executive Education

The great marketer and communicator David Sarnoff grew up in a New York ghetto living in poverty as bad as the kind described by Charles Dickens. But as a young immigrant boy, he quickly found a way to distinguish himself from the rest of the newsboys with whom he competed.

He took himself seriously at 14 and decided to become the best newspaper delivery boy in the city. He did. In fact, he eventually hired his father and brothers. As you may know, Sarnoff went on to become the leader of RCA and NBC.

David Sarnoff knew what we should all learn—each of us needs a personal brand. What do you think about when you see that swoosh? How about that familiar little apple? What do you think of when someone says "cola?" I'm betting that for most of you it's either Coke or Pepsi. The power of a brand cannot be overestimated.

Creating a personal brand is a way for each of us to distinguish ourselves in the marketplace of work. It all starts with this question: What makes you unique? What do you offer to an employer or client that no one else can offer? It also means thinking about yourself very, very differently.

Jack Falvey, author of such books as After College: The Business of Getting Jobs and What Next? Career Strategies After 35, and noted Wall Street Journal contributor thinks that you no longer need a resume. Instead, he says, you need a network of contacts to talk with, gather information, get to know, and hopefully use to find a job.

While I agree that a network of contacts is critical to a successful job search, I disagree about the resume. A great resume is still important, though in today's information saturated environment you need more. That's where your personal brand comes into play.

Tom Peters and many other business gurus have promoted the concept of a personal brand. If a brand holds power for companies such as IBM, Apple, GE, Microsoft, Disney, McDonald's, Louis Vuitton, and Mercedes, why can't it hold power for you? I think it does. Each of those companies has built a strong image around a special concept or attribute: quality, innovation, dependability, and luxury.

Most of us may never create the type of personal brand that Jack Welsh, Steve Jobs, Bill Gates, and Warren Buffett were able to create. However, we can take steps to assess what makes us special and learn to communicate those qualities.

The fact is that everyone is special in some way and has a unique combination of skills, life experiences, and personal characteristics. And for the right employer, given the right situation, that combination adds up to a very special value.

You don't need to possess the "self-promotion" gene or stellar marketing communication skills in order to think about and build upon your personal brand. All it really takes is the recognition that it will be valuable to get involved in creating one and the perseverance to actually do it.

There are many books, Web sites, and articles that deal with the concept of building a personal brand. One of the best resources is a Web-based tool called Image-Builder™, from the Boston-based company called Career Advancement Systems at www.imagebuilderpro.com. The site is easy to navigate and loaded with useful tips, examples, exercises, and writing templates. You don't need to be a marketing guru in order to complete a personal brand. This step-by-step process is designed to help you articulate job objective, personal values, and other critical messages in a clear and compelling way. And yes, there is a section that includes a resume-building tool. A unique aspect of this product is the creation of your own personal Web site where you can showcase your branding messages.

Isn't it worth the small investment of your time and money to define, articulate, and sell your own concise, personal brand? If you get it right, you will probably find yourself in a much better position to achieve success in landing your next position.

There's much more to discuss about how to build a useful personal brand. Join me on my blog "Thinking Ahead in Business" at www.CentreDaily.com where I'll share some additional information and where you can participate in a useful dialogue on the topic.

This article originally appeared in the Centre Daily Times.