As I sit at my desk and reflect on how much the world has changed in such a short amount of time, I recall the lyrics of Bob Dylan’s classic song, “The Times They Are A-Changin’.” The song is a call to action that summed up the feelings of the anti-establishment generation of the 1960s. I think the lyrics are still relevant in today’s COVID-19 world.

What does this mean as it relates to marketing? Whether we like it or not, we are ALL adapting to a new world—one that is vastly different from just a few months ago. It’s a world where we are still figuring out how to conduct business meetings, promote products and services, and position ourselves as marketable professionals as many jobs disappear, and new ones emerge.

Are You Ready?

A few months ago, I wrote a blog about taking control of your personal brand. I believe this subject is more pertinent than ever as we push forward in the “New World of Business.”

We all have a personal brand. Just like a product, your personal brand is the world’s collective perception of who you are. It comes from all the information that is available on the Internet, whether you put it there intentionally or it stemmed from other sources. By taking control of your personal brand (brand management), you shape how others view your professional assets, i.e., your reputation. You are not leaving it to others to tell your story. Personal branding becomes even more essential as you try to set yourself apart from others and want to remain competitive in the job market, advocate for a promotion, or simply change the narrative.

Find Out Where You Stand

Start with a Google search. You will likely be surprised about what you find. Usually, the information is either inaccurate or incomplete. Then move on to your favorite social media platforms. Is this the brand that you want to project to potential employers, colleagues, and friends? It’s crucial that you not only know what people and professional websites are saying about you but also take charge of your narrative. You may also find that you don’t have much of an executive presence at all; therefore, you need to establish your brand. Or, you may find that you need to bolster certain areas to position yourself for advancement or change the story altogether so you can shift your career in a different direction.

Decide Upon and Chart Your Path Forward

As noted above, taking the time to research yourself, so you have a solid sense of how others perceive you in the marketplace, will provide you with the perspective to then proactively create your narrative. What is your story? What traits or accomplishments make you stand out? If you’re not sure how to differentiate yourself or what you should be emphasizing, it can be beneficial to work with a brand strategist. This professional can help you see the “big picture” by asking probing questions that get you thinking about how you view yourself, your professional goals, and how best to achieve those targets by clearly articulating your personal brand.

And Now…Execute

Now that you know where you want to go, you must put in the effort. This is where partnering with a brand strategist can pay off. A brand strategist can help you:

  • Identify and focus on your target market and audience
  • Access effective channels for promotional and marketing activities
  • Leverage social media to maximize your brand and increase awareness
  • Create on-target messaging to build or pivot your brand
  • Monitor performance to assess strengths and areas for improvement
  • Capitalize on opportunities to grow your professional network and expand your reach

It can be challenging to look objectively at your brand presence in our current environment and see what is working and what is not. That is why YGL Enterprises takes the guesswork out of building your brand by conducting detailed assessments and developing strategic plans to position you how you want to be seen—even in a time that is as uncertain as right now.

It doesn’t matter whether you’re an established CEO or an emerging leader trying to get a leg up; your brand has an impact and determines your competitive advantage. Stand out for the right reasons and position yourself for success by teaming up with YGL Enterprises for all your personal branding needs. Our “focused strategy – marketing solutions realized” approach is just what you need to get ahead in today’s tight market, so contact us to get started.