Career Distinction
 

Table of Contents

Download a sample chapter from Career Distinction: Stand Out By Building Your Brand (200KB PDF).


Foreword
Preface
Acknowledgments
Chapter 1 Understand the Future of Work
The days of corporate uniforms and pension plans are long gone. And with them, job security. We need to understand what is driving the change to stay ahead of it. By understanding how companies are responding to change, we can proactively manage our careers.
Chapter 2 Adopt the Career Distinction Mindset
To succeed and find fulfillment in your work in this dynamic age, you must change the way you think about your career, as well as treat career management as an ongoing activity. Creating your personal brand helps you do all of this - with the ultimate goal of distinguishing yourself for career success. In this chapter, you will learn the four principles of the Career Distinction mindset.
Chapter 3 Brand Yourself for Career Success
Personal branding is at the intersection of current business and societal trends. It enables you to profit from what separates you from others with similar skills and abilities. We explain the myths and truths of personal branding and introduce you to our proven three-step personal branding process.

Step 1. Extract — Unearth Your Unique Promise of Value
Chapter 4 Know Yourself to Grow Yourself
Unearthing your unique promise of value by getting a clear picture of who you are and what you have to offer is the first step toward succeeding. All of us already have a personal brand that is defined by the perception of others. Yet, many of us cannot clearly articulate what our brands are. This section covers goals, vision, purpose, values, and passions.
Chapter 5 Remember, It's What They Think That Counts
Although your brand is based in authenticity, it is held in the hearts and minds of those around you. Strong brands aren't built in a vacuum. You must seek feedback from others to paint an accurate self-portrait. This section includes exercises for brand attributes, strengths and weaknesses.
Chapter 6 Define Your Brand Community
To fully define your brand you need to pinpoint your target audience and gain an understanding of your competitors and peers. Who needs to know about you so that you can achieve your goals? How can you stand out unless you know among whom you are standing?
Chapter 7 Tell Your Brand Story
Once you know yourself, how you are differentiated from your competitors and what makes you relevant and compelling to your target audience, you can define how you will communicate this unique promise of value to others. We show how to write a brand statement and profile that will be turnkey for your resume, elevator pitch, biography and Web portfolio copy. Your brand statement acts as your roadmap to success. Develop it and refer to it daily. This is an important step in standing out and building a winning executive brand.

Step 2. Express — Communicate Your Brand to Your Target Audience
Chapter 8 Create Your Career-Marketing Tools
A resume alone won't cut it anymore when you are looking for a new job. Successful executives have a current and complete set of career marketing tools ready for anything.
Chapter 9 Express Yourself
You must take charge of your strategy for success. Tips and strategies to create your own communications plan for your career.
Chapter 10 Assess Your Online Identity
If you don't show up in Google, you don't exist. Building a plan to manage your online identity is an essential element of succeeding in the future. Recruiters and hiring managers will be using Google and social networks to find you. You will no longer be hunting for jobs; opportunities will come to those who have solid, clear online profiles. We'll show you how to assess where your brand stands online today.
Chapter 11 Build Your Brand in Bits and Bytes
We provide step-by-step guide to increasing your professional visibility on the Web.

Step 3. Exude — Manage Your Brand Environment
Chapter 12 Be On-Brand in All That You Do
Strong brands ensure that everything that they do and all that surrounds them is supportive to their brand message. What does the technology you use, clothes you wear or the pen you carry communicate about your brand? If you make appointments in your PDA and your personal brand is all about innovative technology, then this would be on-brand. But, if you use a FiloFax, you might want to reconsider.
Chapter 13 Get a Visual Identity
Everything you need to know about building your brand identity - a system of images, colors, fonts, etc. to reinforce your brand attributes. All of your career-marketing communications - web portfolio, blog, business card, letterhead, PowerPoint template, email signature - should be stamped with a consistent design and message.
Chapter 14 Increase Your Career Karma
Like any strong brand, your brand will benefit from having a well-nurtured professional network. Develop plans to build and maintain yours. This is the most important component of your brand environment because your network extends your brand for you. We provide you with tools and ideas for building a strong network of brand ambassadors.
  Summary — Evolve and Resolve
Personal Branding is not a one-time effort. It's an ongoing career-management strategy. Tips and tools to keep your career continually moving in the right direction.
Appendix
Index
About the Authors