The Cobbler’s Children Have No Shoes

I’ve been lucky enough to work in the casino industry for a good number of years now, and I’m proud to say that I’ve worked my way through the marketing ranks to a recent corporate Vice President position. It’s been a great experience and I hope that it will continue for a few more years. But as many of us know, sometimes there are periods of time when the ride stops and we have to wait for it to start again. I have found myself in such a period. I guess it’s time to polish up those marketing materials.  Only this time, they’re mine. Yikes!

For years I have revitalize and created brands, but (truly) understanding my personal brand has been quite a new experience. Darn you Dan Shawbel! I’ve found myself at a loss for a positioning statement, a brand promise…all of the things that I’ve created for others for so long. Until I realized, I needed to look to the pillars of brand marketing (or as Mr. Talamo calls them: The Jules Rules). I needed to go through the same steps that I’ve taken when developing relevant casino brands that create great customer connections.

Know Your Target/Market

Just like you can’t be everything to all customers, you can’t say “I’ll take whatever I can get”. You have to understand your strengths and weaknesses and the best target for those strengths. A good recruiter not only builds relationships with their clients, they should know where your skills will play the best.

Brands are Built from the Bottom Up

Your experience and the relationships you build will be what supports that great resume. Even if you’re not on a job hunt, you should understand that the wealth of your experiences will come to play in one way or another.

Operationalize Your Brand

Social Media has become so important in the employment arena. What you put out into the world can deeply impact your options. I’ve always been careful about what I say and post in social media. If I’m not comfortable with something I want to say living on forever, I just don’t say it. But more than anything else, I realized that a focus on the content I am curating is really important. What do I want people to think I can add to their enterprise when they read my tweets or articles I share?

True Brand Programs Share DNA

This is going to take some of you back. For some, this may be new. Remember when Tony Bennett did his VH1 Unplugged gig? It was the perfect program for him because it brought him back to his roots as the consummate crooner. Tony Bennett had always been “unplugged”. So, this wasn’t new for him, but it allowed him to stand before a new audience and propel is latest album to platinum status and to win two Grammy Awards. Standing out through a distinct, discernible difference is crucial. You can’t be everything to everyone. So find your focus.  If you’re not honest to your DNA, your brand may get tested in the short-term, but not bought in the long. Tony Bennett showed us how long that run could be if you’re honest to your DNA.

Make Your Brand Iconic

Find something that is “your thing”: A visual hook, a saying, an interesting piece of technology or anything that makes somebody remember an encounter with you. Think about your background…your story, and always attempt to attach your POV to life experiences. What is your Absolut bottle?

Get help

Brand development is not a DIY project and neither should your job hunt. I finally did get expert, trained help. I was stunned at what they saw in me that I couldn’t put on paper. I guess it’s true that the cobbler’s children have no shoes.

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The Cobbler’s Children Have No Shoes

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