How To Position Your Most Important Brand—YOU!

October 19, 2010

Contributed by Guest Blogger, Jane Maas

Chances are you put a lot of time and energy into positioning your brand. You look for insights; communicate the key benefit to the right target audience; cultivate the "tone and manner." There's really one major objective: to set your brand apart, to make it more desirable than all the rest of the competition out there.

Have you ever thought about treating yourself like a brand? You can create a positioning statement for yourself that has exactly the same goal: to set you apart and help move you up in your organization. A self-positioning statement helps you see more clearly how you want to be perceived.

Here are five guidelines.

  1. Set an Objective for Yourself
    It may be a long-range goal, such as becoming a vice president or the CMO. It may be more immediate - - getting a promotion or a raise. It must be "do-able" (something you can truly achieve, not just a pipe dream). And it should be measurable (decide how long it might take to get that promotion).
  2. Know your Target Audience
    If your goal is career success, then it's likely that your target audience is the company you work for. Your primary target audience is probably your boss or bosses, but don't for a minute neglect that very important secondary audience, your co-workers. Just as a brand needs to fulfill the needs and wants of its consumers, so BRAND YOU needs to help your target audience achieve their own objectives.
  3. What is your Key Benefit?
    Think hard about this, because this benefit must flow from your own abilities. Do you want to be known as the best strategic thinker? The most persuasive presenter?  The big idea generator? Can you "own" this territory within your organization?
  4. Have a Reason-to-Believe.
    The best support you can give is probably a track record. If you haven't already begun to amass some examples, now is the time to get started.
  5. Create an appropriate Tone and Manner.
    Of course, we all have multi-faceted personalities, and you certainly don't want to construct a persona that isn't really you. However, you can put a spotlight on a particular facet that fits with your overall positioning. If you want to be perceived as the idea generator, for example, then you need to appear energized: speak up at brainstorming sessions, applaud other ideas and set forth your own.

If you want to know more about the principles of positioning, the ANA School of Marketing has a number of courses you may want to consider. Check them out at



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