The Buzz about Career Branding
Everyday you are affected by brand images. A brand represents a promise associated with a product and all of the tangible and intangible benefits a consumer seeks from purchasing that product or service. When you realise your vehicle needs gas, where do you go? Do you always go there? When you go grocery shopping, what makes you choose one brand of ketchup over another? If you choose the same one every time, why is that? The answer to that is simple: it is because you have brand preference. Companies make huge investments in building their brand so that when it comes time for you to choose, they come out on top.

During your career, you also build a brand promise, but now the consumer would be anyone who may be interested in hiring you. Building a positive career brand is hard work and doesn’t happen overnight. If you succeed, it can pay huge dividends in the long run.  

Where do I start with my personal career brand?
Your personal brand will start with your reputation. Your reputation and brand will start with the first contact a company has with you. Often this means your resume and cover letter. The manner in which you communicate and correspond with the company should also be consistent with the brand you are creating. Remain professional and concise in your communication. Of course, the first impression you make is also crucial to your brand. Your personal brand should reflect the career you are pursuing. At your interviews, be dressed appropriately, depending on the organization. Ensure you are well-groomed. Don’t be afraid to express your individuality if the organization reflects that kind of image. Most importantly, just make sure that everything the company sees about you reflects the personal brand you are striving for down to the little details.

What else can I do for my personal brand?
Building a personal brand also means being visible enough to have a reputation in your field. Attend workshops, trade shows and/or conventions. Find opportunities to speak and be seen and heard. By participating in events for professionals in your field, more people will know you, and you can grow your network and reputation.

Write articles and look into getting published. By being an expert in your field, your brand will benefit, and more people will know who you are and think of you when recruiting for important positions.

Create a professional portfolio. Have two, one print version and one online version. Having an online version will increase your visibility and better allow you to market yourself. Your portfolio can and should include any of the following: a personal mission statement, a list of accomplishments, examples of your best work, articles that you have published or articles that you are mentioned in, awards you have received and testimonials. Include anything that best displays your professional self and promotes your career brand.

Don’t forget to track your accomplishments. These can be included in your portfolio, but they will also help you be prepared at review time. (For more information about review time and how to get the most out of it see How to get a Raise.) Also, you may want to think strategically about obtaining any additional training or education necessary for the career path you want to follow. Just having certain education or training will put you in good standing for some opportunities.

Lastly, find out what happens when you Google your name. This can either work for you or against you. Make sure you take advantage of this. It would be ideal if your professional website comes up as well as events you have participated in, either as a speaker, volunteer or contributor of some sort. Make sure what is coming up is positive, and this includes pictures. If it isn’t all positive, be prepared to address this if necessary. 

Remember the importance of word of mouth. The more visible you are, the more your reputation will grow as will your network. Expect more people to talk about you and your promise of quality: your brand.     
      
Here is a list of career branding aspects you should be aware of:

• You’ve got a great new suit, but your shoes are falling apart. If you are going to look the part, it’s got to be from head to toe.
• Dress appropriately in general.
• Bring a notepad or a professional briefcase or purse. You don’t want to distract the interviewer by your sporadic image when you walk in with your grungy backpack from high school.
• Don’t bring your keychain to an interview if it has a ton of things on it, makes a lot of noise or takes up a lot of space. Bulk down and only bring what you need: likely just your car keys.
• Don’t keep a pile of change in your pocket as that is noisy and distracting to an interviewer.
• If you have tattoos, be aware of what is showing.
• For women, if you wear makeup, make sure it is clean and soft. Don’t wear loud makeup.
• Also be cautious of nail polish as it may be distracting. For an interview it is best to keep your nails clean and tidy as opposed to bright and vibrant.
• Do not use an inappropriate or unprofessional email address. Anything that sounds like “party_chic” or “metalhead69” is unacceptable. The best option you have is to use an email address with just your name.
• Speaking of emails, maintain professional language while corresponding by email. Do not use numbers instead of words (like 4 instead of for or 2 instead of to or too). Be sure to capitalise where you should, use proper grammar and do not use email slang or acronyms like ‘lol’, ‘btw’ or ‘cya’.
• Beware of social networking sites like Facebook and Myspace. Be very careful of what information you include on your personal page. The best idea would be to take advantage of these sites to promote yourself. Include positive, career-geared information including industry involvement, accomplishments and awards.
• Make sure the voicemail any potential employers may reach is professional and concise. Do not include music or any attempt at being funny on your voicemail.
• Be sure to use the washroom facilities before you interview. Don’t get stuck in an interview fidgeting anxiously because you’ve got to go.
• That said, take a water if one is offered to you. You may get a dry throat in the interview and it is best to have a water on hand just in case. Accepting one does not mean you have to drink it.
• Give a firm handshake. Nobody likes to shake a weak or clammy hand.
• Don’t chew gum in your interview.
• If you have a runny nose, blow it. Sniffling throughout an entire interview can be irritating to an interviewer, and you want to keep them focused on your best qualities, not how annoying you seemed.
• Don’t have a smoke before your interview so you go in smelling like a cigarette.
• Avoid offensive smells altogether, and that means strong perfume.
• Maintain good posture in your interview. Slouching sends a negative, uninterested message.
• Don’t let your nervous habits get the best of you. Don’t tap your fingers or feet, scratch yourself unnecessarily, shake your crossed foot, bite your nails or fidget.
• Be aware of where you are looking. Don’t look around too much, avoid checking your watch, staring at your feet, or staring at the interviewer. Eye contact is important, but too much can make someone uncomfortable.
• Also regarding watches, if it doesn’t match your classy new suit, don’t bother wearing it, just like the shoes. You want to go for a consistent image.
• Avoid jargon, slang and cursing in your interview as well. The interview is your chance to impress your interviewer with strong vocabulary and knowledge of your field.
• Do not answer your cell phone in an interview. Turn your phone to silent or better yet, turn it off altogether.