Professional Brand
Your professional brand is your reputation in the market – it’s the overall experience of working with you. It is the association that people make when they hear your name – what they say about you when you are not in the room. Just like any company’s brand, your own brand should reflect the first thoughts you want to come to mind when colleagues, clients and prospective employers hear your name. In this regard, it's helpful to think of your brand as a “one who” statement. For example, “She’s the one who writes excellent briefs.”
Your personal narrative, on the other hand, is your story – a brief explanation of what you’ve done, what you offer now and what you’d like to accomplish.
Think Expansively About Your Brand: Don't Sell Yourself Short
Many people, especially lawyers, tend to look too narrowly at their own experiences when thinking about their brand and describing their skills.
Job descriptions are just guides (akin to an employer’s “wish list”), so avoid the common trap of looking at a job description and thinking, “I’m not an expert in some of the areas mentioned, so I won’t bother applying.” This compartmentalized, risk-averse approach is antithetical to the way most employers think. Most employers expect that their employees can leave their comfort zones and grow, relying on readily transferable (even if not perfectly matched) skills. If you have 50-75% of the skills listed in the job description, you should apply for the job, and your application materials should reflect an expansive view of your skill set. Once you’re in the room with someone (or speaking during a telephone interview), you can reinforce this view and convince an employer of your value. The bottom line is that, while there may be many reasons not to accept a job offer, there are far fewer reasons not to apply.
Use the Professional Brand Board linked below to help you reflect on and articulate your professional brand.