Branding is Not Just a Catch Phrase

lots of wordsMy internet went out.  For about four days it played hide and seek in working.  Yesterday my allocated appointment finally arrived and I was able to get rebooted, connected and upgraded.  All was right in the technology world again.

It was not without incidents and the poor technician sat patiently on the floor of my office while we waited to see if the new equipment was going to play nice.  Making small talk, he asked what I did for a living. 

I explained what I do and told him it was all about branding and that I was a Brand Strategist.

He told me that it was interesting that I said “Brand” because he is going through management training and they keep emphasizing knowing and managing your brand.

Coincidence?  I think not.

For your career, your next promotion, in securing that ideal client or breaking into your target market – it is vital to know and be able to communicate your brand. 

Branding is an important concept, one which I do not want to get dismissed by having it relegated to a catch phrase.

Branding is not just the way you look or behave, it is a matter of value.

Branding is like your reputation, it is not what you say about yourself, rather what other think of you.  In branding it what others see, feel and receive as your value. 

Branding is not a title or slogan. 

Branding is what sets you apart from others, whether they be competitors or team mates. 

You can do the same job as someone else, but you do it in a different way.  Defining that difference and why there is value to it is the essence of branding.

The best piece I can give to anyone in conveying their brand is to convey their value rather than their title.

Immersing yourself only in a title can do you more harm than good.  Only using a title to describe yourself allows your audience to define what that title means to them, this could be a good thing or a bad thing depending upon their personal experiences. 

Identifying and communicating your value – your brand – allows you to set the appropriate stage for you and the expectations for your audience.


Lisa K. McDonald, CPRW

Brand Strategist & Career Coach

Certified Professional Resume Writer


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