A Brand is what differentiates a product from its competitors. People that want to drive prestigious cars will select Mercedes Benz, whereas those that prioritise safety will opt for Volvo. Toyota also had the reliability section of the market cornered before all the brouhaha over faulty accelerator pedals. And what a blow that has been for their brand. When you spend years building a brand only to have it called into question for the very aspect it is known for, it can have devastating effects.
In order for job-seekers to differentiate themselves from others, they too need to adopt the mindset of a company and think of themselves like products. Employers are the consumer that will ultimately purchase the individual (or product) and the same consumer psychology applies.
Companies have to be certain they are buying the right product at the right price. When people select between car models, they are aware of each model’s Unique Selling Point (USP) – Just to clarify for those unfamiliar to marketing jargon, the USP is that characteristic(s) that distinguishes you from all the other products on the market.
So if you’re a Gen-Y job-seeker reading this post, let me ask you one thing. If you’re graduating from university, with the same degree , same majors and same grades as thousands of other students, why should a company purchase » Read more: Personal Branding: Think of Yourself Like a Product
