Executive Career Insights

Do You Look Like Your Personal Brand?

Exude - to project or display conspicuously or abundantly; radiate

One of my dear friends and a member of my mastermind group, Candy always talks about physically representing your brand and doing it justice regardless of where you go...to church, the supermarket, to hang out with friends or even to the doctor's office. 

Do you think it seems  a little over the top to keep going the extra mile everytime even when "no-one" is looking?

Well, consider this, you are in a job search or thinking about exploring a new career in marketing, you run into an old colleague, Jennifer  who has not seen you in in a decade - you have hit the jackpot because she works as a Chief Marketing Officer at one of your top target companies. Fantastic right? Here is a prime opportunity to secure an informational interview, get referrals or more importantly get a job offer...so back to your personal brand, when Jennifer looks at you what does she see?

• do you look like a marketing executive - even if you are not dressed in a suit?
• do you carry yourself in a manner that portrays the marketing executive you strive to be
• can she look at her an easily picture you being part of the executive team at her company?
• do you have an air of confidence not arrogance that would compell her to talk with you further?
• basically, does your image stand up to your promise of value?

Bottom line, beyond having an authentic, consistent brand, your brand needs to be so strong that it exudes...if you have been following me awhile, you know I practice what I preach. Yes, I have turned around and walked back into the house, if my outfit didn't come together or the color of my purse clashed with my shoes. Why...because if I struck up a conversation with someone on the supermarket checkout line and ended up saying I am an executive career coach, I better look the part of she/he would not be convinced:)

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 Need clarity on your personal brand? Review these questions

Career Brand Identity Theft - Who Are You Really Fooling?

About two weeks ago, I was contacted by a potential candidate who recognized the shortcomings of her existing executive resume and wanted to improve brand and career marketing strategies. After a very engaging and insightful conversation, she wanted to learn more about my services and related costs...because we had discussed several things, I offered to provide a detailed breakdown in an email and we hung up on a very positive note.

Pretty confident that she would be ready to move forward, I was a little puzzled when I didn't hear back from her immediately, but decided to follow up as promised. I went into my email inbox, found her last message to me as I wanted to have her resume in front of me as I talked to her again - it was at that point that I noticed she had a unique email signature with hyperlinks to  social media profiles and an online resume.

Well, I clicked on the link to her online resume and was absolutely stunned with what I saw - at first I thought I must have hit the wrong link or pulled up the wrong email. What lay before my eyes was a complete transformation of her executive resume including a graph, quantifiable achievements and a branding statement. Wow - when did this happen? I mean, I spoke to her on Thursday evening and she re-uploaded a new resume by Saturday afternoon. At first, I assumed that she just went with another resume writer, but the level of detail and content in her new resume let me know that it could not have happened overnight.

As I kept reading it through, the format, layout and graphics started to ring a bell with me - you guessed it - she went to my website (and the website of another colleague) and basically copied content, language and phrases she thought worked well with her background. Completely disgusted and disappointed in her lack of integrity, I continued to comb through her other profiles, well that's where "transformation" fell short. She had done a good job of creating this fantastic resume, however, because it was not her brand or her genuine writing style, the rest of her online marketing messages were poorly portrayed and out of line.

What am I saying here? Like the prints at the tip of our fingers only belong to us, so are our personal brands. Just because another executive may have a similar career background and even comparable achievements to your, his/her personal brand is just that - PERSONAL - unique to that individual and no-one else.  Don't be a copycat, discover your own brand...of course, if you are really clueless about how to start, please give me a call, I would love to help you.

Related posts:

 Be original, don't copy someone else's resume

 Make sure you live up to your resume's job titles

Double Brand or Double Confusion?

As the summer is finally losing it steam and giving way to the fall, I have been diligent about getting organized, clearing out clutter and practicing my version of feng shui:)

In my zest for de-cluttering, I have been getting rid of excessive paperwork that seems to cling to me like glue - that's when I came across not one, but two business cards from someone I met recently at a networking event.

She was purposeful about distributing two different business cards with different companies, different services and different brands to every person at the event. As I reviewed her information again, I thought about how confusing her marketing message was - did she want me to remember Barbara, the real estate agent or Barbara the financial planner. In the end, I determined that neither brand was impressive and discarded both of her business cards. It is very easy to be lulled into thinking that you can maximize your networking results by promoting every service you have to offer - wrong strategy!

So what does this have to do with your executive career brand? Well, before you attend any networking event, you should plan ahead of time what outcome you want - are you looking for new referrals, trying to schedule informational interviews, looking to make face time with key industry leaders or simply get your name known among decision makers and recruiters? Determine the best strategy to make those connections and work it consistently - don't be surprised to find that you may be collecting more business cards than you are distributing - the secret is in how many cards you get rather than handing out 500 cards in one week.

My main message for this post - determine how you want to be perceived, build a clear, consistent brand and make sure that your behavior and other marketing materials support that image, time and time again.

Why career confusion can wreck havoc on your personal brand?

 Five questions you must answer for personal branding

Is Your Online Brand Effectively Selling You?

I am so excited to announce that I completed the Online ID Strategist certification program through Reach Communications. It was a very interesting and in-depth learning course about online identification and brand management strategies - tools and techniques for executives, careerists and entreprenuers.

You should know by now whenever you are seeking a new job, new consulting gig or even a new contract, potential employers and recruiters will do a Google search on your name BEFORE they call you...yes, this occurs more than 85% of the time. Based on the information that they find, they would have already formed an opinion about you - good or bad - by the time they meet you or have a conversation on the phone.

My question to you today is...if they "Googled" your name what will they find? Well, here are some things you DON'T want them to find:

1. An outdated or sparse LinkedIn profile
2. A link to an unflattering picture of you at a social event or party
3. Tons of links to other people with the same name like yours (but none of referring to you!)
4. An announcement about your new position from ten years ago
5. Links to incomplete social media and social networking profiles
6. Offensive comments made by you on highly controversial blogs
7. Newspaper or magazine articles that describe and portray you in a negative light
8. Absolutely no information or data about you - you don't exist!

As technology continues to define and re-define how we live work and play, think of your Google results as the new millenium resume. If you are not online, get started today.

Related posts:

Is your online brand confusing employers?

Five questions to help you zero in on personal brand

Don't Let Your Career Confusion Distort Your Brand

I had the opportunity in the past year to meet and build a relationship with a very talented executive in the consulting field. His marketing materials, blog and website are always well-written and speak directly to his target audience.

Sounds like everything in order, right? Well, in the short time that I have known him, he has shifted focus, client specialty and target market three times - so three times, the websites, marketing materials and communication messages have been extremely different. Everytime I have gotten comfortable with his brand, a few months would pass and it was changed again. See the problem, now?

I know many senior executives who get uncomfortable with the concept of streamlined, branded career marketing strategies and consequently change their "brand" and career communications to suit every job opportunity. It is never a good idea to launch an aggressive job search when you are still trying to figure out your career goals and ideal jobs. I frequently get into a tug-and-war (smile) with clients who want to jump into resume writing with no clear direction of where they want to end up.

Broad, non-specific, generic career brands and non-focused resumes don't increase your chances of more job opportunities, they make you look inconsistent, unsure of yourself and lost. So do yourself a favor, get focused and get clear before you start marketing yourself for a new job.

If you know me, you know I never leave you empty handed:

Can you help me? I need a job

Five questions that bring you closer to your personal brand 

Is your online brand confusing everyone?

If You Want A New Job, Learn To Love Marketing

I recently worked with a highly experienced professional who was having a tough time with the concept of marketing himself. After our initial strategy session, I dilgently created an attention-getting, achievement-packed career biography only to hear the comment, "I don't like this - I mean, this a career marketing document."

Imagine how amused I was to hear that comment - why, yes, it is a career marketing document because whether you are launching a job search or looking to advance in your current company, you have to embrace the concept of self-marketing.

Being modest, holding back your strengths and being uncomfortable with sharing your value to employers and recruiters gets you nowhere.

Try this exercise:

1) Take a close look at your existing resume - are you telling the readers about what you do OR are you promoting your value proposition, emphasizing your strengths and supporting your marketing message with concrete career accomplishments?

2) Say your elevator pitch out loud - does it simply convey your name, where you have worked and the type of positions you want OR does it grab the listener's attention with a unique value of promise and give some insight to your brand reputation?

3) Review your LinkedIn profile - is it a rehash of your professional resume and reads like a collection of job descriptions OR is it a SEO-optimized, branded career summary that captures the attention of recruiters and employers in a few minutes?

4) Examine your job search strategies - are super-committed to the online boards and job sites OR are you proactively building new relationships wih key contacts and attending strategic events to interface directly with decision makers and industry influencers?

5) Rate your recent interview performance - are you spending most of your time "telling" the interview about your responsbilities OR are you supporting your candidacy with real-life examples of company contributions through a Challenge-Action-Results format?

Like it or not, if you want to succeed in your industry, be selected for high-profile projects in your company, get hand-picked for unique initiatives ahead of your colleagues, it is ALL about marketing.

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Personal branding, real solution for today's economy

Is The Entreprenuer Bug Calling Your Name?

A good friend of mine recently announced to me that she is going to take the plunge - she is finally moving from corporate employee to entrepreneur.

Sounds exciting right? No-one standing over your shoulder, the ability to call your own shots, and being able to take on great projects that you will enjoy....well, becoming an independent consultant or soloprenuer requires a lot more thought, work and preparation than you would imagine.

If you are frustrated with the corporate world and have a strong desire to start your own business that is in line with your vision and values, here are few things you need to know:

1) Do you know your business?

Consider if you have sufficient knowledge, experience or business understanding in the area of your choice. Clients purchase "you" long before they purchase your product or service - if you are thinking of branching into a new area, be sure to get the support and training you need to gain the confidence of potential clients.

2) Do you have the required investment funds?

As an entrepreneur, you cannot easily predict your revenue stream from week to week or even day to day for that matter. So unless your have a healthy pipeline of clients ready to go, you may have to tap into your savings, maintain a part-time job or establish a line of credit.

3) Do you like selling?

Think for a second about your best sales experience, what did that person do that effectively convinced you to make the purchase? Now, switch gears and remember your worst salesperson encounter - focus on everything that person did that turned you off. Get the picture?

When you are running the show, you are also the primary spokesperson, cheerleader and salesperson for your company. Take advantage of sales training or even sales coaching services, your bottom-line will thank you for it.

4) Can you handle a high level of risk?

Being an entreprenuer is not for the faint of heart - trust me, I know:) You have to be willing to put all of yourself to make the business a profitable one - that could mean long work hours, sacrificing personal interests, living on limited resources and truly making decisions when the immediate outcome is unclear.

5) Can you ride the waves?

Flexibility is one of the greatest skills you will need to master as an entreprenuer. Market and industry conditions are always changing and technology continues to push the bar even higher on how you will need to compete. If you like structure or find it hard to make rapid changes, then entreprenuership may not be the right decision for you.

Overall

As challenging as it can be at times, I encourage anyone who has the bug to do your research, do your homework, learn from others, invest in training and resources and give it a try. If it is really eating at you, you will never know unless you give it a try.

-- Check out weekly and monthly networking events for consultants and entreprenuers.

-- Join and get involved with your local Chamber of Commerce.

-- Identify an association that supports entreprenuers in your field - for example, I am belong to the National Resume Writers Association and the Career Management Alliance, and the International Association of Women in Business Coaching.

-- Take advantage of teleseminars and webinars that will guide you in building your practice.

-- Develop and maintain a strong online presence - as you know, I have a blog, Facebook page, website, VisualCV and Twitter account.

-- Read current books on topics related to your expertise and subscribe to at least one of the major business news publications like Fortune, Wall Street Journal, Time and Washington Post.

7 Ways To Rev Up Your Personal Brand

You cannot live or breathe today without hearing about personal branding. By now, you should understand that identifying your own unique personal brand is very critical for personal, business and career success.

After all, who wants to blend in with everyone else? Without a standout, memorable personal brand where would successful people like Martha Stewart, Michael Jordan, Madonna, Prince and Donald Trump be?

Well, let's assume that you have done the hard work, soul-searching and in-depth analysis required to identify your personal brand, now how do you make it a part of your everyday life?

Here are 7 ways that you can successfully exude and promote your personal brand so that it becomes natural perception of who you are - both to yourself and to others who encounter you.

1) Develop and master a unique subject matter – focus on area that you want to learn more about, one that is close to your heart and something that drives your passion. Aim to be that "go-to" person on the topic or area of specialty.

2) Write about it – why keep your expertise and area of knowledge to yourself? Identify online channels and print publications to share your knowledge wealth with others.

3) Take it to the road – partner with professional, social, association and other membership-based groups to offer lectures, seminars and speciatly classes.

4) Create a following – want to consistently share your thoughts with others? Establish your own blog, set up a Twitter account that links to you blog and talk/write to your heart's content.

5) Design a customized email signature – allow others to quickly learn more about you and your value proposition through a distinctive email signature. Don't be afraid to be creative and add your photo, personal brand statement, links to your social profiles, blog and website and your own signature colors and/or symbols.

6) Use personalized note cards/business – maintain a consistent theme with colors, brand attributes and messaging with all your stationery and accessories. Don't forget nice pens that carry your brand message.

7) Prepare a 30-second pitch that sells you – put together a personal introduction that is memorable and compelling - you want to make it easy for people to remember you. Use this pitch in networking events, group presentations, and even social events.

Related posts:

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Personal branding - truly the only way to survive in any economy

Five Questions To Help You Zero In On Your Personal Brand

I am sure you hear a lot of buzz about personal branding, online identity, unique value proposition and all the other proactive career marketing strategies that are geared to help you accelerate in any career situation.

But what do all these things mean for you in reality? How can you break these strategies into bite-size pieces to make it work for you?

-- Can you define your target market, in other words, what industries or professions are you focused on for new employment or career growth?

-- Do you know (through research or talking to others) what business challenges your industry is facing?

-- What do you have to offer that would help your target companies/industries overcome some of these business challenges?

-- What three top career achievements can you highlight that would convince employers you are worth your salary/investment?

-- How would your current/former boss and/or colleagues describe you?

If you take the time to really reflect and answer these questions, you will find very revealing information about yourself and your strengths that you may have overlooked.

Carve out some time - or even a few days and answer these questions thoroughly, even you will be highly impressed with what you discover:)

Remember, that - "being qualified", "always gets the job done", or "really hardworking" are generic, overused phrases that do nothing to differentiate you in a competitive job market.

Related posts:

When being "qualified" is not enough to get you a new job

Personal branding - truly the only way to survive in any economy

Is Your Online Brand Identity Confusing Employers?

I recently came across the Facebook profile for a career coach and was intrigued by her client focus and marketing message.

I quickly moved on to her website to learn more about her background and coaching success, however my impression of her shifted from "impressed" to "distressed"

Her website URL clearly indicated a target audience, but the website banner and related content was speaking to an entirely different audience.

Now understand that this coach has top credentials, great experience and I am sure she is an amazing coach, but all her marketing messages were giving conflicting messages.

Do you feel like your job search is stalled and not getting anywhere?

Are you having meaningful conversations with recruiters and referrals by phone, but the conversation go south once they get your resume?

Have you been reaching out for new job opportunities that match your background, but keep getting overlooked?

Well, it may be more than the recession that is killing your job search. Once you have identified your target positions or target companies, you need to make sure that your entire marketing package and linking marketing messages are all saying the SAME thing.

If you are interested in becoming a Director of Marketing for a non-profit organization, then your executive resume, LinkedIn, VisualCV, Twitter, and Google profiles should clearly reflect a qualified candidate with expertise in marketing and either direct non-profit experience or a knowledge of non-profit environments.

The executive resume cannot be targeted for marketing positions, but the LinkedIn profile have too much emphasis on your teaching experience.

You cannot be all things to every employer, so determine where you want to go and create an exciting trail and consistent online brand that will draw employers, recruiters, and other key professionals to you.

Try "googling" yourself frequently and make sure that your marketing messages and online brand identity are not conflicting and that they "sell" you effectively to anyone who reads your profiles.

Remember, I practice what I preach, so I am off to do the same:)