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Before you can learn much about how to use personal branding for a competitive edge, it’s important to have an understanding of what personal branding is. Fortunately, it’s possible to take a look at the way many successful people have used personal branding to get a feel for what it is and how it can work for you.Personal branding is something that has been done by a number of well known people. Some of the most well known among them are:* Oprah Winfrey. Think what you will about Oprah’s personality, but from the time that she branded her show with her own name and aired a number of her personal struggles in a public way to the time that she launched her magazine, her book club and the talk show careers of Dr. Phil and Rachael Ray, Oprah has remained true to her personal brand.* Donald Trump. Donald Trump isn’t just a real estate mogul, he’s also a man who worked hard, made his way to the top and then, time and time again, has found ways of staying there. Trump hotels have a certain reputation; so do his investment strategies that are available to almost everyone who watches his infomercials and has an internet connection, and, of course, The Apprentice also has a large audience simply because of all that the man has done to establish his personal brand.In addition to Oprah and “The Donald”, there are a variety of others who have built their identities and empires on a foundation of personal branding. From Madonna to Bill Gates, from Rachael Ray (who established her brand by promising to teach others to prepare meals in 30 minutes and helping everyone to recognize that cooking is something that everyone can do) to Richard Branson, personal branding has proven to be a successful strategy – one that can also help you to get a competitive edge during your job search.The reason that personal branding is so valuable is that it demands self-awareness; in order to have a brand, you need to be sure that you are able to know who you are and what you believe in. Likewise, personal branding means knowing what you value and making a commitment to bring it into everything that you do. Most importantly however, personal branding is about having the courage to be yourself – and to let others know who you are – and the confidence to believe that you can have a positive impact.Personal branding is something that will give you a competitive edge during your job search because it will help you to appear confident and strong; it also is effective because prospective employers will see that you are committed to achieving your best and delivering consistent results. When you take advantage of personal branding and have the strength to market yourself and your values, you will find that you are able to have more than just a job – you’ll find that you are well on your way to creating an exceptional career and reaching your goals.Copyright:  Copyright 2009, Cecile Peterkin. All rights reserved.

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ABOUT THE AUTHOR

Cecile Peterkin is a Certified Career Coach, Corporate Mentor, Author and Speaker. In a world where the old definition of job security no longer applies, managing your career, just like managing your life, requires preparation and planning. Cecile’s Elite Career Success Guide gives you tips, advice and strategies to achieve amazing results in your career. Find out more at http://www.SecretstoCareerSuccess.com

Branding is more than product recognition or a simple logo. It is the overall intellectual and emotional impression people have when they think of your company and its product. It is a strong and consistent message about the value of your business. Branding is a combination of everything your company uses to present itself. It also helps to ensure your customers and potential customers understand why you are different from the competition. You want to establish a superior benefit with you target audience that encourages long-term loyalty.

When I mention UPS or Budweiser or Ipod, you most likely have specific impressions of each business and what they offer. Corporations spend millions each year reinforcing their brand. A memorable and trustworthy brand reinforces customer loyalty. It helps them remember that your business provides the perfect solution to their problems.

Therefore, to succeed in branding you must understand your customers’ needs and issues. Then, create a positioning statement and messages that speak to those needs and issues. Make sure your marketing materials are consistent. They should have the same colors, fonts, and include your logo and contact info. And, your marketing materials should reinforce your company’s image and positioning over and over and over.

Brand building is an ongoing business strategy that has an easy-to-measure cost in time, money, and effort. Its value, on the other hand, is harder to establish because it involves measuring emotional associations that may not immediately translate into revenue. Branding is an essential element of success, however, and it should be reinforced during times when business is booming and when sales are slower.

You want customers and prospects to maintain a positive association with your company and its services. You may also want people to have certain feelings and thoughts that are associated with your brand. It may be that your company is fast, dependable, compassionate, fun, state-of-the-art, or creative. There should be two or three key words that your brand works to reinforce in your marketing efforts.

Remember, a sound marketing strategy means that you control the messages you send out through marketing, advertising, customer service, and your Internet presence. Your customers WILL have a perception of your company, with or without your influence. But if you aren’t managing your marketing, then what is their impression?Branding is not what you say about your company and products; it’s about your customers’ perception of your company and products. To strengthen your brand, make sure you can answer the following questions: What do you do that is different from anyone else? Why do you matter to your customers? If you can’t answer these questions, you don’t have an effective brand.