By Tony Atherton
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Extra info for 30 Minutes to Market Yourself (30 Minutes)
To Market Yourself You already have a `brand' whether you want one or not because branding exists in other people's views of you. You need to be aware of how people have branded you or `see you' and, if necessary, influence them to rebrand you in a different way. Branding can be a serious career problem after a company merger or a change of job. `Old' staff quickly form impressions of what `new' people are like: they are branded. There is a feeling of `us and them' which lingers for a long time because of the different original cultures.
There is a feeling of `us and them' which lingers for a long time because of the different original cultures. As two organizations merge occasions inevitably arise when managers have to select staff for a new project or post. When they favour staff from their old company, even if trying not to, that is branding. You may say they are simply choosing those they know best or know they can trust. Fine, but that is branding. Here are some examples of people who are easily branded: students, young people, the over-50s; ex-forces personnel and ex-civil servants; headquarters staff; field staff.
Before we look at the methods you can use to promote yourself it will be as well to know who you are aiming at. Target audience There are two broad types of target audience: those you reach with a scatter-gun and those you reach with a sniper rifle. Television advertising is a scatter-gun approach. It reaches a large number of unknown people even though aimed at specific groups such as children or adults. Your scatter-gun could include writing articles for specific magazines or journals and giving a presentation at a conference.
30 Minutes to Market Yourself (30 Minutes) by Tony Atherton