Hubspot provide a great definition for the word brand; a set of features that distinguish one organisation from another. It comprises a name, tagline, logo, design, etc but it also refers to the overall experience a customer undergoes when interacting with your business.
This applies to products and service-orientated businesses, but it also applies to your own personal brand.
Louis Vuitton makes luxury handbags and accessories. The materials that go into these products are no different to their competitors, who might sell a similar product at a fraction of the price. What sets them apart is the experience they’ve developed, the status that comes with owning a piece of their brand. This allows them a premium position in the market, at a price that customers are willing to pay for.
An electrician has established a reputation for a fast and reliable service. They present professionally written quotes and emails, respond quickly and clean up after themselves.
It’s not everyday that the average consumer requires an electrician, but when their friends or colleagues do, they’ll share their experiences – both good or bad!
I was waiting for a coffee at a busy Cairns cafe last month and watched a young woman deliver a job application.
She was dressed professionally, requested the manager, was very polite and handed over a very neatly presented resume.
It struck me that with so many people out of work in 2020, personal branding is vitally important. As a hopeful applicant, you need to create a differentiator and stand out from your competitors – just like in business!