Branding Basics in a Down Economy

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With national unemployment rates projected to reach as high as 10 percent in the coming year, creating a stand-out persona in your job search is more important than ever. As the number of jobs decrease and the pool of applicants increase, job seekers must find ways to effectively communicate their best attributes to prospective employers.

A surefire way to market your strengths is through creating a brand identity where you market yourself, your skills, and your expertise as a business of one. By using both online and offline resources available at local libraries, branding yourself the way Kraft Foods Inc. markets cheese has never been easier or more beneficial to your career development.

What Are My Strengths?

The first step in successful brand strategy is to target your strengths, says Ed Catto, executive director at The Branding Clinic, a Ridgewood, New Jersey-based consulting agency. “Establishing a voice for ‘who you are’ and ‘what you offer’ is different than just stating what you have done in the past,” Catto says. Whether your background involves saving your former company money or bringing in revenue, leading teams into the jungle or making the right moves within a company, Catto adds it is important to identify what separates you from the competition and define yourself within those lines.

Define Online

The best forum for marketing your identified strengths is online, says Andrea Nierenberg, president of the New York-based consulting firm the Nierenberg Group. The quick-hit micro-blogging site Twitter, she says, is a valuable tool that reveals brief, exact information to a network of people, enabling key messages to reach a target audience. LinkedIn’s professionally geared online presence can also expand your market reach, especially when used to its full, interactive advantage.

“On LinkedIn, you can pose a question to other members, conduct a survey—do anything to engage your presence online, not just reside there,” Nierenberg says.

Catto adds that the more personal social media site Facebook also can aid in your overall branding mission. “This should show a more personalized, fun side of you,” Catto says. “It should be proper and not too frivolous, but still clearly define you.”

Benefits of Blogging

The library can be one of the most valuable resources for all types of bloggers who are looking to build their brand, Catto says. “Every blog needs content, and research certainly comes into play,” he says. “It’s great to develop a plan and do research in conjunction with libraries.” As a job seeker, you can sign up for an eBlogger or WordPress account at no cost and expand your online presence by penning as little as two or three posts per week.

Nierenberg says the key to a successful blog is finding ways to make it insightful by providing information about your industry and professional interests as well as valuable insights. “Don’t get bogged down with your blog,” Nierenberg advises. “Keep it short and to the point—just write.”

Mine for Content

Nierenberg says libraries can be an invaluable resource if you are learning more about the tactics of branding yourself. In addition to enlisting the help of traditional resources such as books and magazines, Nierenberg suggests pursuing classes and workshops sponsored by local libraries that may teach strategies and tactics in utilizing social media. “The library is such an amazing source of information and knowledge,” she says, adding that Webinars and online courses that may be offered through local libraries can equally build your branding cause.

Secure a Speaking Engagement

Branding yourself is all about being seen, Catto says. What better way to gain visibility than through becoming a speaker on your select area of expertise? The library can serve as resource for researching your topic and can also serve as a platform for promoting yourself and your brand. Arrange an engagement at your local library or publicize it via the library’s community bulletin boards or e-newsletter. The more people see you in action, the better brand you will build.

Do Your Research

At the core of a successful branding strategy is research, Nierenberg says. And when it comes to research, there is no better resource than your local library and librarian.

“Before you start to put your name and your message out there, do your research,” she says. Researching prospective employers is equally important as researching your own self-branding strategies in your job search.

“Do your homework, which is what the library is great for,” she says.

Recommended Resources

Self Marketing Power: Branding Yourself as a Business of One
By Jeff Beals
Job seekers know the importance of standing out in a competitive, global economy. So when it comes to landing that big promotion or even bigger client, establishing a personal brand identity is key to success. Self Marketing Power intertwines the principles of business, career and life success, including tips on how job seekers can brand and promote themselves to their target audiences, maximize their networking efforts and become an all around superstar in their professions of choice.

Make a Name for Yourself: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success
By Robin Fisher Roffer
All job seekers need a brand identity—but as a woman, that identity requires even clearer definition. Author Robin Fisher Roffer outlines eight steps for developing a unique, personal brand strategy for femme-friendly success that involves: indentifying strengths and professional attributes; thinking about value and passions; and learning how to integrate all of them into a successful and fulfilling life. The book centers on a career that celebrates the female job seeker at her finest.

42 Rules for 24-Hour Success on LinkedIn
By Chris Muccio, David Burns and Peggy Murrah
With registered users on LinkedIn projected to grow to 70 million by the end of 2009, business professionals are searching for ways to leverage this new communication medium. LinkedIn can be one of the most successful self-branding tools, thanks to its built-in persona of professionalism and resume-like stature. In this book, the authors present a user-friendly guide to help job seekers build their online presence.

Landing on the Right Side of Your Ass
By Michael Laskoff
Those seeking a more candid take on a recent layoff should pick up this down-to-earth advice book that talks readers through tactics of anger, accountability and ultimately, achievement. From enlisting support from friends to revamping resume writing, marketing and branding skills, Laskoff offers tough talking tips that help job seekers get through a tough time with a refreshing, no-nonsense perspective.

Savvy Networking: 118 Fast & Effective Tips for Business Success
By Andrea R. Nierenberg
Networking plays an essential role in developing brand identity, says author Andrea Nierenberg. By extending their professional reach through an increased online presence, Nierenberg offers job seekers tips on improving written communication skills, keeping track of contacts and capitalizing on one’s natural abilities and talents.

American Library Association's Getting a Job in a Tough Economy Toolkit
The Getting a Job in a Tough Economy toolkit is an interactive Web site with tips, narrative and suggested links, readings, podcasts, activities and checklists for those looking to change position, people who have been laid off, and others who are having difficulty finding the right position.