Working Life > Competences > Self-Promotion

“Me” Brand or Successful Self-Marketing

Definition, Explanation

We like products when they are packed neatly, and the same goes for prominent personages. What do you do for being seen on the job market?

For stars and celebrities in sport, arts, in the movies and on TV, it has been part of the job, ever since. Other groups of public people like politicians and the business elite have caught up within the last decades: to stage oneself, to create a brand of one’s own, to market oneself. And slowly but surely, strategic marketing becomes a common skill in working life. This is exactly what application photographers, application coaching including pre-enacting and rehearsing job interviews, and carrier advice are for! The creative impulse can be seen in some application coaches’ aspiration to make their client’s application dossier one with a lasting impression on the recruiting decision makers in a company. Even unemployed are starting to plan their appearances and have their own PR officer, as demonstrated by the case of the unemployed Henrico Frank.
So, what does it take to create a brand of oneself?

Outward appearance

While cough syrup is sold in plain plastic bottles, perfumes are presented in complex special design flacons. Why? The purpose consists in perceived values that are supposed to be transferred from the packing to the product. The flacon radiates luxury and uniqueness, while the cough syrup bottle represents medicine, health, and the all-day use drug for everyone. Or, talking of celebrities, a Paris Hilton presents herself differently than Mike Tyson does, the violinist Anne-Sophie Mutter differently than an MC Hogy, and the Deutsche Bank chairman Josef Ackermann differently than the unemployed Henrico Frank. These names are associated commonly with a certain outward appearance, like certain apparel, presentation, behaviour, body care, jewelry.

In normal working life, as well, there are differences depending on branch, occupation, hierarchy and clients: The bank clerk presents himself differently than the developer in a start-up does, the board member differently from the apprentice at the workbench, the flight assistant differently from a bar girl in a club.

Accordingly, it is important for you, too, to make a choice on outfits that match your occupation’s style and expectations. If you succeed, in addition, in having an individual touch in your appearance, you are on the best way of creating your own “Corporate Identity”.

Corporate Identity (CI) or Personality

Wikipedia defines Corporate Identity, or a company’s identity as the personality, or character of an organization that is perceived as a consistent acting figure with quasi-human traits. This implies, of course, that those traits show again and again, in different situations, are shaped coherently and are clearly associated with the company.

For companies, it is called Corporate Identity, while for persons, one talks of personality or even charisma. It may show and it should show in working life. Even people working in uniformed occupations appear differently and one can sense certain features of their heritage, their spiritual tendency and their values. Even a secretary can work on her own Corporate Identity. Just think how differently she can be perceived. The image can be the vixen in the outer office, or the mother of the department.

Have you thought what your CI might look like?

Brand development and Marketing Strategies

A new product must develop its brand and must prove to sell successfully with the right marketing concept. Coca-Cola and Kleenex were not born to represent the products of soft drinks and tissues. Rather, the two brands are great examples of successful product placement over decades by Corporate Identity, appearance and permanent marketing. Even prominent figures like Marilyn Monroe, Mahatma Gandhi, Elvis Presley and Michael Schumacher successfully established themselves as brands in the world.

Of course it need not be the wide world. You can be perceived as a brand in your environment. When the word is, Mr. XYZ makes any product a success, or Mrs. Jane Doe twists any client around her little finger, then you have made it.

Articles

• 5 Ways to Destroy Your Personal Brand; Personal Branding Blog, August 7, 2009

Last update: 06/04/2010