The Career Branding Buzz – What is your impact?

Linda Schnabel, PCC, MCRS, MCIS, MCCS, JCTC
Senior Consultant & Strategist, Graham Management Group

Credibility

\kre-də-bi-lə-tē\
- authenticity in one’s personal brand; reputation impacting one’s believability

The majority of career management professionals today will tell you that, in order to achieve credibility – and optimally, success along an unpredictable and often bumpy career path, you must create a strong brand presence. In other words, everything that carries your label – your persona, which includes tangibles like your resume, tagline, and attire – should clearly identify your unique career trademark.

Without credibility, a strong personal and career brand is impossible. You may have a flashy presence and all of the matching accoutrements, but if you don’t mean what you say and say what you mean, your brand is nothing more than a facade that is built upon a foundation of sand. It cannot be sustained no matter how snazzy or impressive.

A well-designed career brand does not begin with an intellectual branding exercise, although this is, without doubt, one of the best strategies for helping you articulate your brand to your target market. It begins before you realize that you are having an impact. And, you always make an impact, whether you intend to or not. It’s simply what happens when a human being collides with life.

Of equal, if not greater importance, is your impact – that inimitable place where your brand is conceived (perhaps without your knowledge), and is constantly etched in time – your fingerprint on the world in which you operate.

In science, impact is the verb that can refer to the collision of two objects. In your personal and career branding, it refers to the noun – the consequences of your collision (or interaction) with the world every hour of every day. And, whether you realize it or not, this continuous impact shapes your brand development and image over time. In fact, your impact can spell the difference between a highly regarded brand or a contemptible counterfeit.

Your grandparents were never called upon to brand their career. However, the truth is, they did, depending on how they “collided” with their world on a day-to-day basis. Now, years later, many people remember their impact or brand. Why? Because they were people who, regardless of the circumstances, kept their word, honoured their commitments, insisted upon quality in the work they did – even if it was considered mundane – like laying railroad ties or growing the neighbourhood’s best roses. In short, the impact they made upon their family, colleagues, and community proved that they were credible. This strengthened their brand even though their paramount concern was providing food and shelter for their children in a post-war economy.

Are there ways to measure your impact? Most definitely! Give yourself a rating between 1 (never) to 10 (always) for each of the items on the short list below. This will help you to determine your impact in a few key areas that are easy to overlook.

___    I complete what I start even if this represents a burden or cuts into my profit.

___    I offer criticism that is constructive and useful to the recipient’s personal growth.

___    I deal with stress without falling apart or over-reacting.

___    I admit it when I make mistakes; I learn from my experiences, improving as I go.

___    I handle confidential matters in a way that shows my trustworthiness.

___    I negotiate fairly.

___    I keep my word even if it’s inconvenient or something more appealing arises.

___    I return phone calls and emails promptly even though I am very busy.

___    I say thank you and offer acknowledgment to others when it is due.

___    I successfully manage ambiguity and change, realizing that these are part of life.

___    I build relationships that are meaningful, trusting, and respectful.

___    I treat others in business and in my personal life the way I want to be treated.

How did you score? While this is a very short and incomprehensive list of only a dozen items, branding is not superficial. Certainly, the basic tenets of human interaction, as shown above, are easy to bypass when a deadline is pending or when you are trying to deal with economic uncertainty. Saying thank you, returning calls, showing respect, offering acknowledgement might all seem secondary, but the truth is: this will become part of your evolving brand.

There is no quicker way to solidify your brand than during times of stress. The impact you create during these times tells observers who you really are when the chips are down, thereby giving your brand (or not) the added value that stems from resilience, a stick-to-it attitude, and downright determination.

This is especially true if you are conducting a job search. How easy it is to fall victim to negative thinking, discouragement, and apathy. It is vital, however, to remember that - even though you are temporarily unemployed - your brand continues to manifest itself, perhaps more than ever. When you “collide” with setbacks, lulls, and disappointments in your search, you have an opportunity to emphasize your brand. How you do this depends on your reaction to these brand-building situations.

If you understand your brand, you can disseminate it in many ways, including your resume, profile, networking letter, and other self-marketing documents. Another opportunity for a strong brand is through your online presence. Are you really who you present to the world of cyberspace? Sadly, many who attempt to build their brand must bear the consequences of being “busted” when their claims are unsubstantiated in real life.

In short, the buzz about personal branding is really a call to action to build credibility. The evolution of your brand never stops; it’s like the waves of the sea that, after years of rushing against the shore erodes massive rock masses. Imperceptible as it may be at times, the end result demonstrates its impact.

Building your brand means being clear about the impact you wish to make. Who are you at your core and what values drive you? Branding and demonstrating your credibility means aligning your behaviour with those cherished values, and establishing a self-defined benchmark that tells the world about the impact you intend to make. It means putting a stake in the sand for what you hold dear and living up to that no matter how tough times become. Your brand is not skin-deep; it is the essence of you and your impact.

Linda Schnabel has spent the past decade in the career management field and holds designations as a Professional Certified Coach, Master Certified resume, interview, and career strategist, and Job and Career Transition Coach. As senior Consultant for Graham Management Group, Linda assists executives, managers, and six-figure professionals through the full scope of career transition. You can contact Linda and find further information and articles directly at www.GrahamManagement.com.
 

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