Making a new start - a personal branding case study

When you start to look at a career change, be it a new job, or perhaps starting their own business, there is plenty of advice out there about CVs – you can even make low cost video CVs these days – but what I want to share with you today goes deeper than just a CV.

So, how can you make yourself stand out and shine? Not just on your CV or in an interview, but also when you start the new job or business.

What do I want to do?

In the latter part of 2013 I worked with a communications expert who was taking voluntary redundancy. She was using the opportunity to have a really good look at what she wanted to do with her career, not just the next job, but looking much further forward than that.

She approached me about the Scaramanga Personal Branding programme, which some of her colleagues had gone through the previous year and rated very highly.

Through the sessions, we really dug deep so she could work out what those goals were. Once we knew the direction, we were able to work through what her steps should be to get there and how to evaluate potential opportunities.

How do I stand out?

Most importantly, we worked through exactly what she is offering, as a person, as a professional and as an expert, and were able to summarise this in a powerful and impactful personal brand statement.

We then translated this into some core messages and worked through the evidence she has, based on her skills and experience, to substantiate these. This will be of particular importance as she moves into a different sector, where she will be competing with candidates who have experience of that sector.

She completed the sessions feeling fully prepared and in just the right frame of mind:

“I’m feeling really positive about finishing here and moving on to my next challenge and that is in no small part owing to the help you gave me.”

Could it work for you?

By understanding and applying your personal brand, you will quickly find that people are clear about your strengths and start to do your publicity for you! It is equally effective for employees seeking a new role or promotion, and for small business owners who are the mainstay of the company.

I'm feeling really positive about finishing here and moving on to my next challenge and that is in no small part owing to the help you gave me.

Hayley Pearson, Southend Borouch Council
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