How You Are Like Shampoo for College Graduates. Brenda Bence
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of yours that gets you to buy it time and time again? Great brands make us intensely loyal.
Great brands can be incredibly big and influential, too. Take Coca- Cola, for example. People all around the world buy an estimated $15 billion of Coke every single year — that’s more than $1 billion worth of Coke per month. To fully get the picture, that’s more than the GDP of about 85 countries in the world. How’s that for powerful?
The Untouchables
So, what do we know so far? We know that brands are everywhere, that they can create intense loyalty, and that they can have a powerful influence on us. Is there any question why I find brands so fascinating?
But what’s even more amazing about brands is that, even though they have all of this power and influence, you can’t touch a brand. It’s true. You can smell the aroma of a cup of Starbucks coffee, you can taste the kick of an Altoid when you pop one in your mouth, you can hear the sound of Windows starting up on your computer, you can feel an ice cold can of Red Bull in your hand, and you can see the golden arches of the McDonald’s logo, but you cannot touch a brand. The smell, touch, or sight of a product is really just a representation of that brand. The brand itself is invisible. Its power only exists in your mind.
So, can these untouchable things called “brands” actually change the way we act and think? Let’s see…
Powerful Brand Images
Great brands are like people. They have a personality and a character all their own. Stop for a second, look around you, and find two doorways that you can see from where you are. In the first doorway, imagine that Mercedes Benz — the brand — is standing there as a person (not the car, but the brand of Mercedes Benz itself). What kind of person would the Mercedes Benz brand be? Is it a man or a woman? What does this person do for a living? How is this person dressed? What is this person’s income — low, medium, or high? What does this person do for fun?
Now, look at that second doorway, and imagine that Ferrari — the brand — is standing there as a person. What kind of person would the Ferrari brand be? Is it a man or a woman? What does this person do for a living? How is this person dressed — more formally or more casually than Mercedes Benz? Is the income of this person higher or lower than Mercedes Benz? What does this person like to do for fun?
Now, compare the answers to both sets of questions. They’re very different, right? Even though Mercedes Benz and Ferrari are both high-end luxury cars that get you from one place to another, the brand images of Mercedes Benz and Ferrari aren’t the same. Why is that? It’s because you perceive, think, and feel differently about these two brands. Your perceptions, thoughts, and feelings have been carefully created in your mind by smart marketers who understand the art and science — and the power — of branding.
That’s right. Branding, whether we’re talking about a product or a person, is both an art and a science. On the one hand, brands appeal to our logic — they’re “rational” in terms of how we think about them, and that’s where the science comes in. But branding is also an art form because brands make us feel a certain way about them.
Take a minute and think about the brands you’re loyal to. Maybe you’ve even traveled out of your way to find and buy that one special brand that you just had to have. What if you could grab hold of that same kind of power in your own job search as you get ready to graduate? How would you like to have that kind of influence over a recruiter or a potential boss?
Branding People?
I really believe that people — just like shampoo and other products — are brands, too. Consider some examples of people we all know — starting with celebrities. What do you perceive, think, and feel when you hear the name “Brad Pitt?” What do you perceive, think, and feel when you hear the name “Will Smith?” Both of these actors are good-looking leading men, but you don’t have the same perceptions, thoughts, and feelings about them, do you? Now, let’s throw “Johnny Depp” into the picture … you have different perceptions, thoughts, and feelings about him, too, right?
Think of any category of well-known people — let’s try singers this time. Think Taylor Swift … Madonna … Beyoncé. Again, they’re all very different. That’s because each of these singers has a very specific personal brand that is absolutely unique and ownable as compared to the others. And it’s not just because they all look different!
“But hold on a second,” you may be saying. “Those people are all celebrities and have a lot of money, so they can all hire full-time image specialists to manage their personal brands!”
Fair point. But you don’t need high-priced help to define and communicate your personal brand as you get ready to join the professional world. The personal branding system shared in How YOUTM are like Shampoo for College Graduates will help you build your brand without handing bundles of cash to a publicist. It’s designed for the millions of grads all around the world who aren’t famous and who don’t plan on turning their personal brand into a global household name. What you want to do is define yourself in your world to reach your ultimate personal career goal: to land that first great job that you can really love so that you can get your career off to a fantastic start.
So, if Johnny Depp and Beyoncé have one, and you have one, too, just what is a personal brand anyway?
Taking Your Brand on a Job Search
When it comes to looking for a job, your personal brand is defined as:
The way you want potential employers to
perceive, think, and feel about you
compared to other candidates.
Just as name brands exist in our minds, your personal brand as a college grad exists in the minds of recruiters and potential bosses in the way they perceive, think, and feel about you when they compare you to other candidates. Let’s dive deeper into this definition, and focus on three key words: perceive, think, and feel. They’ve been carefully chosen for a reason.
Perceive: In marketing, the way you perceive something is reality. When it comes to your college grad personal brand, it doesn’t matter who you think you are. What matters instead is how the interviewer perceives you. If a potential boss sees you as very different from who you actually believe you are inside, you’re probably not communicating the personal brand you want. You’ll need to do some work to make sure you’re presenting your best possible brand in interviews.
Think: On the one hand, our brains have a lot to do with how we think about brands, so branding is a fairly rational exercise. There are some good solid reasons we choose one brand over another. The same holds true when it comes to personal branding for a job search — you need to consider what your potential employers will think about you. What are the reasons a potential boss might believe you are better for the job than another candidate?
Feel: On the other hand, branding is also a very emotional process. Stop and consider that one brand from earlier in this chapter that you said you are intensely loyal to. What do you feel when you think about that brand? Trust? Reliability? We establish relationships with name brands, and these relationships are based on much more than just what the products do for us. We’re loyal to these brands because of the emotional connection we have with them. It’s the same in personal branding. The way recruiters and potential bosses feel about you can make or break your success.
Here’s the stark reality: Interviewers hire people they like. In fact, some recruiters estimate that as much as 40% of the hiring decision is based on whether or not you were liked in your interview. If you think about it, this is also the case with name brands. After all, you buy name brands you like, right? The same holds true on the job. Don’t you prefer being around people you like, and, if the hiring decision were up to you, wouldn’t you hire someone you’d like to spend time with?
It’s no different