Branding is Not a Herd Mentality
I was thinking about a potential client's request to see samples of professional websites that I have done. They thought that building their brand was as easy as copying a site of someone one in the same profession. I guess that's half true. Nowadays, anybody can build a website for free as exampled by a 10 year old using Weebly http://addiesrainforest.weebly.com/. Wix, webstarter, Yolo, Squarespace can also do the job.
Of the 100+ websites I have done for professionals since 2009, My fee was never for the actual building of website, though it was included with the end product. Actually, the need was for unique branded content that put them on the cyberweb in the most favorable light.
This is the crux of Web 2.0 and online personal branding that has someone wanting to talk to me. Today, a faxed, mailed, or emailed resume is the mere beginning of a brand, and cannot begin to address personal branding. Linkedin and social media have been the game changers in the past 10 years.
The Internet has birthed online branding as a complimentary adjunct to a networked job search. This has challenged everybody, especially executives, in today’s global economy to step up their game and tell a good story. A good brand combined with a solid network are the real job security across companies, borders, and industries.
How many articles, webinars, and eBooks are out there now on personal branding? Fortunes have been made telling you what to do. But, what to do is not how to do it. Content and telling a good story is strictly personal. Looking at other people’s self-marketing won’t help you determine and create your own unique value proposition that articulates solutions to re-position or better position you in the marketplace.
A well done, integrated brand tells your story in an engaging and appropriate way across digital platforms. Thus, your website's solutions page echoes your accomplishments on your resume and longer story on Linkedin, and they all are further elaborated on in your blog postings. It is a orchestrated effort to build thought leadership, make you stand-out, and be differentiated from others seeking the same opportunities. Bottom-line, why should you be considered? Your brand tells that story.
This sophisticated positioning and personal branding is where a good career coach should be able to help you build and tell your story, and it is why executives seek my services. I help you to develop your branded content across platforms, and rebrand yourself to vie for new opportunities. And, you can’t afford to not get it right the first time. There are no second first-impressions on the Internet.
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