After defining your brand the next step naturally is to focus on position. Positioning is often overcomplicated due to a lack of understanding what it really means. Positioning is a state of who you are not necessarily what you do. This will allow you to get into your customers thoughts, while getting a better position for your brand planted firmly in their mind.
For example, the positioning of a big brand like Nike isn’t “sports gear,” which is a statement about what the brand makes and sells. Instead, the positioning of Nike captures how the brand makes customers feel. Instead of “sports gear,” it would be more like “motivates the weekend warrior.” That statement is much more emotional and descriptive of what the brand does for customers and ties directly to the brand’s tagline “Just Do It!”
You can then use your personal brand to create a better understanding of who you are as well as a better position in the minds of potential employers. A positioning statement is an effective way to relay the image you want to an interviewer. This not only sounds confident but shows that you are focused to becoming an asset with their company. This will lead nicely into your “elevator pitch” which will provide more detail on what you will bring to the table. Here’s an example:
For my own elevator pitch, I would describe how I started my career in classic brand management at Johnson & Johnson, learned the fundamentals of branding, then went on to start my own marketing services agency, which I later sold to a much larger organization in order to advance my career. Through the years, I’ve led agencies covering the entire marketing mix and in each case have expanded their capabilities to better serve a growing client mix. I’ve built an extensive array of marketing skills, and many a brand along the way.
You don’t want to cloud your image with a bunch of unnecessary comments. Keeping it short and simple but direct and to the point will drive a lasting image much more than trying to connect on a personal level.
What does your positioning statement and elevator pitch entail that our readers could apply to their next pitch for their own personal brand?
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