Making A Plan

Now that we have learned the basic principles of self-branding, we need to begin
making our plan on how we can implement it in our lives. Contrary to what you
might think, this is no easy task. Ask any professional marketer how long it
takes to build a brand. Any experienced marketer will tell you that it takes
a lifetime. In fact, we have already started to build our brand, but have we
started marketing it?

Sample Goal: Given the market conditions, our goal is going
to be to move ourselves out of the "I'm working here because nothing
else is available" and into the "This is the opportunity
I've dreamed of" position.

Now that we have identified our goal, we then must determine what factors will
indicate that we have achieved our goal. Think for a moment about how
you will know that you have achieved your goal. Now that we have our
goal and we know how to measure it, we need to begin with a few basic attributes
to articulate and execute our plan.

1. Who is our market?
2. What are we selling?
3. When will we sell it?
4. Where will we advertise?
5. How will we differentiate our product?

Today's Exercise:
Think about who you should be targeting with your message.

Next Topic? Identifying our market.

What is "Self-Branding"

I first heard of the concept of self-branding in
an article published by Fast
Company. I was instantly obsessed with how this idea could change my behavior.
Prior to this article, my professional life had been devoted to learning as
much as I could about the company I worked for and finding new ways to use my
talents there. I had thoughts of retiring from the same company in 30 years.
When I began to think about the idea of investing resources in myself and growing,
not for the good of the company, but for the good of Andy, it changed the way
I saw my future. We have been taught that when you go out into the world, you
find a good company and you work there until you retire. It has only been in
recent years where we see the lack of loyalty that so many companies have for
employees and vice versa. This should not be confused with lack of respect or
unwillingness to do quality work. The simple fact is that economies grow and
shrink. When times are tough, companies are often forced to reduce staff. If
you're one of the lucky ones who is asked to pack up, think about what you're
able to put into that cardboard box when you leave. What
you actually walk out the door with is YOU - that's all - nothing else.

So why do so many people forget about self-branding?
They are focused on the immediate future. "Will I get the raise?"
"Will I get the promotion?" Never lose sight of where you will
be in the future. Pick an age - any age. Spend 60 seconds thinking about where
you want to be in your career and in your life when you get there. Now, snap
back to present time. How will you get there? What are you doing today that
will get you one step closer to your dream. Are you working, each week, to put
yourself closer to that reality? Are you investing all of your time into your
career? Your employer? What if the business closes the doors? What if the boss
that you've been brown-nosing, hoping for that promotion, suddenly takes a new
position or leaves the company. Are you spending your time in the right place?
Are you investing in the right account?

Today's Exercise:
Write down one goal that you hope to accomplish in the
next year.

Tomorrow's topic? Making a Plan.

Tomorrow I will begin, what I hope to be, a series of monthly postings on a
topic of interest. I have decided that August would be on my favorite topic
- Self Branding; otherwise known as "Brand YOU!" I believe strongly
in self-branding because it is truly an individual's greatest asset. No matter
your career, aspirations, experience, or education; your real value lies in
what you invest in yourself. Think back to your last employer. Were you hired
into your current position because of the physical tools or documents that you
would bring with you? I doubt it. You were most likely hired because of the
experience that you had accrued. This intellectual property that you invested
in yourself is the only capital that you maintain. Your experience, capabilities,
and knowledge are what carries you forward. If you are focusing on short-term,
tactical goals, without taking some time to "sharpen your saw," you
are investing in the wrong account.

Join us this month as we explore different ways to invest in yourself, as well
as ways to capitalize on the investments you have already made.