Sneak Preview of GSHRC Session by Marva Goldsmith

But, what if the brand is YOU?

Tomatoes + spices + high fructose corn syrup = ketchup. Right? Pretty much. For the most part we can agree that all brands of ketchup are made of essentially the same ingredients. So, how does one brand distinguish itself from all the other ketchup bottles on the shelf?

Can you accept that in the workplace (or the marketplace) you are no different than ketchup? No matter what you do—trainer, HR specialist, engineer, teacher—there are many other people who essentially do the same thing and have similar credentials (or ingredients) as you. So, what attributes make you different and special in your marketplace?

Heinz captures 50% of the ketchup market by branding itself around a single attribute, being slow. What can we learn about branding ourselves, or our small businesses, from the Heinz ketchup example? Through several successful ad campaigns, Heinz is known for slow, thick, rich ketchup. Do you remember any of the following?

Tagline: “Worth the Wait”

Ad copy: “Slowest ketchup in the West” (See it on youtube.com)

Ad theme song: “Anticipation” by Carly Simon

The packaging is now designed to accommodate this well-established attribute. Heinz changed the orientation of the bottle such that it is stored upside down. Still rich and thick, but now—no waiting.

Keep in mind that Heinz is not going after everyone who likes ketchup. Their target market is consumers who prefer thicker, heartier ketchup. If you like soupy or runny ketchup, you’re not reaching for the Heinz.

It is important to understand that “distinguishing yourself” does not mean you are the only person in your organization, or marketplace, with these attributes or characteristics. Heinz is not the only thick, hearty ketchup on the shelf. They were just first to be distinguished in that manner and now they own the brand distinction of being “the slow ketchup,” or the “thicker ketchup.”

So, in branding yourself, you are simply pointing out how you want to be characterized…what makes you different and special. Join Certified Image Professional Marva Goldsmith for an engaging look at personal branding. Learn how the three P’s of personal branding can affect your professional development.

Marva Goldsmith is a certified image professional and brand coach. She is the author of two workbooks on personal branding; Branding You, Inc. and Branding Yourself After Age 50.

An Abstract from 20/20 Employment Branding

Abstract from 20/20 Employment Branding, by Jason C. Blais, JobsInNH.com:

Employment Brand Defined

In this session, we'll talk about creating and leveraging a "brand" to increase your recruiting success. We'll identify the strategies that are used in marketing and advertising to attract customers, and apply them to the goals of attracting the best possible candidates. So, instead of building a consumer brand focused on selling your products to customers, your goal is to develop an effective employment brand focused on promoting your business to attract the best possible candidates for your culture.

Effective Brands

WHAT Does a Body Good?
You're in Good Hands with WHICH COMPANY?
Like a Good Neighbor WHICH COMPANY is There?
WHAT are Forever?

Each of the examples above speaks to a simple and effective consumer brand. They have a distinct message that can be conveyed in very short statements, and through marketing, they have impacted the way we feel about their products. Milk is good for you. Allstate has great coverage. State Farm is your local insurance provider who is there when you need them. Want a gift that will last a lifetime... you guessed it- De Beers diamonds ARE forever.

When an employer can establish, communicate, and reinforce an effective employment brand, they will realize an increased stream of applicants better suited to their work environment, which in turn leads to an increase in employee retention. Many key factors that influence an employee's decision to stay with an employer.

A brand can generally be defined as the sum of all characteristics and distinguishable features associated with a good or service – its unique personality. Brands are comprised of logos, images, slogans, and features of the good or service, along with all the supporting communication and promotion of these items. Simply put, a consumer brand should be built around the customer experience; therefore, an employment brand needs to be built around your employee's experience.

Identifying Your Unique Employment Brand

Establishing an effective brand in the consumer market requires a company to understand what drives consumer behavior. Likewise, in order to establish an effective employment brand, a company must understand what drives employee behavior.

One essential and oft-ignored necessity of branding is identifying the current reality of your situation, not what you wish your situation was. If the branding is not absolutely true and consistent with your business today, it will not be effective and will not last. In fact, a false brand will have negative effects, and cause resentment among your current employees. For example, you can't promote excellent opportunities for advancement if you don't make a regular practice of promoting from within...

Jason will be presenting a full workshop on developing an employment brand- from creating the brand identity to measuring brand penetration. You can register for this workshop at the official website, here.