Executive Branding Tip 8

Create a plan to take your brand to market.

You can have an incredible brand, but if no one knows about it, you’re not going to experience much success in your career.

Once you’ve identified your brand, create a promotional strategy to make your brand come alive. Decide who your target audience will be, what channels you’ll use to promote your brand, and how frequently you’ll promote your brand.

It’s important to communicate and manage your brand on an ongoing basis … not just when you’re looking for your next position. Building a brand reputation takes time.

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Executive Branding Tip 7

Communicate your brand so your network can provide you with appropriate connections.

If your contacts are crystal clear about your brand, it enables them to provide you with appropriate connections. Alternatively, if you tell your network you are able to solve six different types of problems for companies, the vagueness creates uncertainty in their minds. Seldom will your contact hear a senior management executive seeking advice on six different types of problems at one time.

However, if you communicate to your contacts that you solve a specific type of problem for companies, that’s a more memorable statement and will most likely connect in the contact’s mind when s/he hears a senior management executive looking for a solution to his or her problem.

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Executive Branding Tip 6

Communicate your brand to intensify your leadership persona.

You leadership brand communicates your identity and distinctiveness as a leader in your field. It communicates the value you offer. Your leadership persona is the single most powerful point of attraction. Companies expect to pay a premium for brands as is evident in the list of highest paid executives referenced in Tip 3.

Branding means positioning yourself, through your actions and value, so that people feel an irresistible urge to listen to your advice … to hire you … and seek out your leadership.

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Executive Branding Tip 5

Brand yourself to gain a competitive advantage.

Branding is being known for making the most significant contribution in your particular area of expertise – it’s reputational power. If you’re high profile and well known … you’ll be the “hunted” rather than the “hunter” and you’ll have senior executives, board members and recruiters calling you.

Executives are hired for niche expertise (turnarounds, start-ups, infrastructure architecture, business development, SAP, ERP implementations, global outsourcing, CRM, next-generation technology strategies, etc.) and the ROI they deliver.

For example: If you’re a turnaround artist in a particular industry and you’ve marketed yourself as a turnaround artist … business leaders and recruiters will most likely follow your whereabouts and call you when they need a turnaround artist.

It’s imperative in this market to differentiate yourself and create individuality and a unique value proposition. The more you promote and market your brand, the more you distinguish yourself from your peers and the less you have to do to convince people you are the solution to their problem. However, you can’t leave this to chance, you must make a plan to position yourself to be noticed … to gain recognition and respect.

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Executive Branding Tip 4

Communicate your brand enterprise-wide.

A strong brand marketed enterprise-wide could help you retain your current position. The greater the number of people who could potentially fill your role in the company, the more disposable you appear. Begin now to position yourself as indispensable by communicating your brand to every executive above you in the organization.

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Executive Branding Tip 3

Brand yourself to command the compensation you deserve.

Brand yourself as “THE” solution to a particular type of problem and back it up with demonstratable proof. The higher the perceived value you can create, the greater the compensation you can command.

The distinctive value inherent in a brand can lead companies to offer extraordinary compensation packages. CNN Money.com lists the 20 highest paid CEOs with Larry Ellison, CEO of Oracle topping the list at $84.5 million. A few other top earners include: Ray Elliott, Boston Scientific; Ray Irani, Occidental Petroleum; Mark Hurd, Hewlett-Packard; James Hackett, Anadarko Petroleum.

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Executive Branding Tip 2

Use your brand to drive and manage your career.

Take a “proactive” stance rather than waiting until there’s a setback in your employment status or career that sends you into a tailspin. Proactive executives don’t feel that putting out fires all day is a very effective way to run a business or manage their career. They’re positioning themselves to be found … to be sought after … and they’re actively managing their career.

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Executive Branding Tip 1

Brand yourself to help you achieve your personal and professional goals.

When your brand is in alignment with the work you do, you’ll feel rewarded and fulfilled. If you come home from work and feel like your job is draining the life right out of you, you’re NOT in alignment with your brand. I’m not suggesting that every day is a bed of roses and that you never have a frustrating day … I’m speaking of overall … for the most part … do you enjoy your job or do you hate your job? If you hate your job and everything about it then it’s most likely sucking the life right out of you. And that’s going to impact your family and your home life. If this sounds like you, then you need to identify your brand and start living and working ON BRAND.

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Complimentary Teleseminar

“Differentiate Yourself From Your Competition”

Friday, May 7, 2010 11 AM Eastern

In this teleseminar you’ll learn:

* The power of a clear, strong brand
* How branding yourself can increase your compensation
* How executives are using branding to drive and manage their career
* How branding yourself can help you gain recognition and respect
* Why integrating your brand in your resume will generate more interest and results
* The importance of creating a marketing communication plan to manage your brand
* How a strong brand can help you achieve your personal and professional goals

During the complimentary teleseminar, I’ll also be introducing my new “Branding for Career Success” program designed specifically for executives who want to identify, communicate and market their unique brand. This eight-week program starting May 25th will undoubtedly position you in the market place and attract opportunities that align with YOUR brand, talents and expertise.

Here’s the link to reserve your spot for the complimentary teleseminar https://www.harveycareers.com/branding-preview-call.php

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Tips for Ensuring Your Resume is Compelling

Never has the job market been so competitive and brimming with extraordinary talent. Today’s executive resume must be a professional marketing piece that sets you apart from your competitors. Gone are the days when you can compile a chronological history of your work experience and expect it to generate interviews. Your resume must be a marketing piece that is targeted to a specific audience and clearly demonstrates value.

To ensure your resume is compelling, make sure in focuses on the following key areas:

Leadership – As a senior executive describing how you came to join the company and explaining what you were brought in to accomplish for the company exhibits senior leadership, demonstrates you understand what corporations expect from you and that you are focused on the company’s growth and prosperity. Helping the recruiter understand the overall picture can also add greater impact to your accomplishments.

Accomplishments
– List accomplishments that tell a “brief” story. Include the scope of your challenges, issues or problems, the actions you took, and the quantifiable results you delivered. Your accomplishments must include dollars, percentages or comparative figures.

Value Proposition – It’s critical to include “bottom line” contributions. Make sure your resume is about what you can do for the company versus a long list of responsibilities. It must demonstrate how you have impacted the top or bottom line, market share, stakeholder or shareholder value. Listing an accomplishment without the bottom line impact deflates your value proposition. It won’t deliver the punch you’re looking for.

Your Executive Brand – Executive and personal branding is the future of executive career management. It means identifying and communicating what makes you unique, relevant and compelling so that you can achieve your career goals. Your executive brand is what will distinguish you from your competitors and market the value you consistently deliver to companies. Branding is about differentiation. It’s about leveraging what makes you exceptional so you stand out from the myriad of executives who offer seemingly similar talents and expertise. Recruiters and hiring managers receive hundreds of resumes for every position posted. Your brand is what will distinguish you from others and provide you with the competitive edge.

Focus & Strategy – While you may have several functional areas of expertise, you need to focus your resume on one or two. Including too many functional roles sends a message that you’re not clear about what direction you’re taking your career. It can give the impression that you’re desperate – that you’ll settle for any type of position. Recruiters want to know your “primary” expertise and talents. What problems are you best at solving for companies. If you have a broad range of roles you can fill, create multiple versions of your resume with each version targeted on a particular functional role. Each resume needs to have a focus and theme to be compelling.

Marketing – In a well-written marketing piece, the copywriter prioritizes the messages to be conveyed. S/he begins with the top two or three points s/he wants to ensure everyone reads and then proceeds with the next four to six points and so on with the intention of motivating you to read the entire marketing piece…and ultimately to purchase the product or service. Your resume should follow the same stylistic format. Prioritize your messages and present them strategically. Also, pay attention to the words you use in your resume as they will set the tone and energy associated with you. The overall tone of a written message affects the reader just as one’s tone of voice affects the listener in everyday exchanges. The tone of a message is a reflection of the writer and it affects how the reader will perceive the message. Today’s executive resume must be focused, succinct and dynamic.

Appearance & Length – It’s important to use a contemporary format that aligns with the level of the position you are seeking. Lack of sufficient white space and the use of tiny fonts are two of the biggest turnoffs to recruiters. While two or three pages is the maximum length for a senior-level executive resume, there are numerous other marketing pieces you can include in your portfolio of marketing materials that will allow you to expand on your qualifications while keeping your resume to the preferred length.

There’s a lot of strategy that goes into crafting a dynamic resume. Make sure you’re clear about your target audience and the message you want to convey before you sit down to create this very important marketing piece.

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