brand differentiation
The most recent economic downturn has led to near record levels of professionals out of work. Others are underemployed, serving in positions beneath their skill set and outside of their area of expertise. Still others are gainfully employed, yet seek new opportunities for career advancement.
Regardless of one’s situation, professionals can leverage their personal brands to gain a competitive advantage.
Ultimately, a personal brand should reflect the value a professional is capable of providing, regardless of their current position. In other words, the strength of your personal brand now has the ability to shape your future.
Recently, my friend Sally and I scheduled to have lunch. We decided to meet at Sally’s office in downtown Los Angeles and walk to a lunch spot from there. Upon entering Sally’s office’s reception area, I walked to the front desk, introduced myself to the receptionist, Laura, and asked if she would let Sally know that I had arrived. At no time did Laura greet me, smile, or offer a seat in the waiting area while she contacted Sally. The thought of offering me a beverage while I waited clearly never crossed her mind.