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.