In marketing they talk about the legendary fallacy of the statement –
The reality is the world is filled with exceptional mouse traps but in marketing it’s well known that it’s not usually the best product that is the most successful but rather the best marketed product.
Take a look around – are designer labels really that much superior to other clothing items or are they just better marketed? The same can be said for personal marketing. How many people do you know that are highly talented in what they do but struggle to gain the necessary recognition and reward, whilst others with seemingly less talent effortlessly climb the corporate ladder.
As a Personal Branding Career Coach I am regularly contacted by frustrated professionals who know they do the job better and get better results than others in their workplace and yet they are continually overlooked by management. The reality is these quiet achievers are simply penalised because they lack the skills and confidence not to do the job but to brand and market themsleves effectively.
So what do you need to do to join the corporate success ranks? It’s simple! Just apply the same principles to yourself as marketing teams do to commercial products.
ü Have a clear understanding of your unique strengths. There are many tools available for this including the Reach 360 Personal Branding Assessment. Through these you can see how others see your strengths and talents and get a better feel for your authentic talents and skills.
ü Get to know your target audience. Knowing your target audience will enable you to tap into their unmet needs. If you are in a workplace, identify who the decision makers are in that next promotion decision, what they need and what they are looking for in the future for the company and its staff.
ü Use this knowledge to deliver a consistent and strategic branding and promotion message. Know your talents and sing them loudly and proudly. If you are not confident carving a strong personal brand yourself you can enlist the help of Personal Branding Consultants who can help you identify and mould an authentic personal brand. Deliver this consistently and you’ll notice your awareness and respect grow.
ü Keep in mind – how you are packaged is how you are perceived. Make sure your resume, online identity and communications with others all reinforce the image you want to promote. (Check out my article on Premium Products in Home Brand Packaging for more on this.)
Remember – You don’t need to be the best to be the best known!