What's your brand?

Last week, I was at a career event featuring Fordham alumni, and one successful alum gave the group an interesting bit of advice. "I'm not saying this just because I'm in advertising," he started, "but employers are interested in buying a brand. You need to create a brand for yourself and then go sell it." His name is Paul and he is the Executive Vice President of BBDO's New York office (so clearly, he has something going with that).

Coincidentally enough, this morning I happened to stumble across an article by Fast Company titled "7 Ways to Build a Brand From Scratch." Ok, I thought, some higher power is really trying to give me a hint--work on my brand. The article was largely about taking advantage of "brand-lag"--when there is clear need for a new product, but no brand to fill it.

This product-development story, along with the words of that Fordham alumni, got me to thinking--what exactly is my brand? What do I have to offer (as an employee, as a volunteer, as a friend) that no one else can offer and that someone else needs?

Think about the last time you bought deodorant (let's forget the fact that you are a broke college student and probably bought the cheapest thing on the shelf). If you're like most Americans, when shopping for deodorant, you have a certain brand in mind. Say your brand is Old Spice. Old Spice smells good; Old Spice is reliable; it is fairly priced; you get along with Old Spice; it's been there for you for a while. You would never take your chances on Fly and Dry, that new brand on the shelf. No, you, like most consumers, will stick to the brand you know, Old Spice. Why? Well for one, you've never even heard of Fly and Dry--why would you buy something that hasn't been recommended to you (either by an advertisement or by a friend)? Two, you don't need Fly and Dry--your current brand, Old Spice, offers everything that Fly and Dry does, so why switch now? According to Paul, this is exactly how employers think.

You have to create a brand for yourself and sell it. Ask, "Where is there a brand-lag, and how can I fill it? What do I have to offer that someone else needs? Have other people tried my brand (at internships, for example)? Have I made my brand credible enough that it can be recommended to others?

Building a brand from scratch is tough, but it is important. Besides, who's to say you can't be the next Old Spice?

P.S. Here's the link to that Fast Company article in case you're interested in reading it.