Executive Branding Tip 9

Create a strategy for developing brand equity.

As in traditional marketing, your executive brand should remain consistent throughout all of your marketing channels to build brand equity. The positive feelings your target audience accumulates about you is what makes your brand a valuable asset. Building a brand requires you to gain name recognition for your promise of value and convince your target audience that your brand will deliver value.

Equally important is measuring your brand. You should measure your brand’s awareness and associations through the many stages of recognition and top of mind recall. Similarly, the functional and emotional associations of your brand are important drivers of brand equity. Your brand should score high on both awareness and association attributes.

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Beverly Harvey, an executive career coach and job search strategist for senior-level and C-level executives, is passionate about identifying her clients’ unique talents, crystallizing their brand, articulating their value proposition, and creating dynamic marketing materials and job search strategies to achieve a successful landing.

Beverly is the author of the book “Landing An Executive Position” and has contributed to 23 career books.

In business since 1991 … and on the web since 1998, Beverly has worked with executives from global Fortune 500 corporations, small- and medium-size enterprises, privately held companies, family owned businesses, government agencies, and non-profit organizations.

Certifications include:

* Credentialed Career Manager
* Certified Career Management Coach
* Certified Job & Career Transition Coach
* Reach Certified Personal Branding Strategist
* Reach Certified Social Branding Analyst
* Certified 360Reach Analyst
* Certified Executive & Leadership Development Coach
* Certified Job Search Strategist
* Certified Social Media Career Strategist
* Certified On-line Identity Manager
* Master Resume Writer
* Certified Professional Resume Writer

Beverly completed Coach training through The Academies and the Career Planning and Adult Development Network. She studied personal branding under the international personal branding guru, William Arruda.

Beverly is the Director of Job Search Academy and Instructor for the Certified Job Search Strategist training program for career coaches.

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