When most people think of brands, they first think of well-known consumer packaged goods or durable goods, such as “Pepsi” or “Ford.” These are often synonymous with TV commercials and other mass media advertising with big budgets, which are aimed at consumers. They have defined identities comprised of a logo and tagline, and they have a strong, consistent message.
In actuality, all products and services have brands whether a team works to strengthen them or not. And a brand extends beyond a visual identity and written messaging. It can involve a backstory, how an organization performs for clients or customers, the way a receptionist answers the office phone, the condition of a vehicle, and the speed at which someone responds to a new business inquiry. People can have brands too. Professional ones are often formed by an individual’s performance, skills, and personality.
If you are an organization in hiring mode,
If you are an individual in job search mode,
|your brand will be of interest to potential employees. An informal brand assessment is one way they gauge if your workplace is one in which they can picture themselves. To illustrate your brand in a way that could resonate with potential employees, think about why you enjoy working for your organization.||your brand will be of interest to potential employers. A formal brand assessment during an interview is one way they gauge whether they can picture you in their workplace. To form your brand, think about what feedback you have received from your former or current employer.|
1. Select three to five words or phrases that describe your organization or you as an individual. The more specific adjectives the better to help differentiate your organization from others hiring or you from other candidates. For example, a corporation that supports local nonprofits might be “community-caring” and an individual who handles complex, emergency situations might be a “critical problem solver.”