Building your brand is NOT easy – it seems as though I’m refining my story every day, and especially after this weekend’s PMINJ Career Seminar – a common thread seemed to appear that I didn’t realize so clearly from my career background. But you’ve got to build the STORY first.
So you’re working on your pitch for a job search? Well, look at what goes into building a brand mascot. I learned about this case study in my graduate Management course at MSU. And when I was looking for an analogy to get to the “ROOT” of the problem…it became quite clear to me that “ROOT BEER” was how I would share it with you.
You only see “Dog,” Mug rootbeer’s mascot, but to make his image crystal clear, a lot of planning went into helping use him to build a brand. Pepsi enlisted Character to develop the identity. I think one of the most valuable statements in the article is “…Critters – if properly conceived and presented – can help make an emotional bond with consumers , a goal particularly prized in these days of disaffection and disconnection.” Imagine that – people are disconnected… How can we help them form an emotional bond? BUILD THE STORY. That’s how I see a connection with a job search.
In my own career, I found that performing on stage, your audience only sees the tip of the ice berg, and not what goes into building the story behind the scenes, or planning the event.
I hope you find this story as relevant as I do for your job search, as I am in right now – looking for a job in project management as a new PMP. And with a background in marketing, what better way to make an analogy than through a story about branding one cool “Dog,” – from one pretty cool “Cat.”