Build Your Brand

The answer is "marketing." Starbucks is one of the best examples of a company that has dominated the technique of branding and successfully selling a product that buyers do not forget.

The ambient music visitors hear when they enter the store. The green straws that top off the cool drinks. The comfy chairs that you love to curl up in. These elements are not mistakes — they're designed to suck you in. They've been carefully crafted in order to bring you back every Monday morning to pay your $5 to enjoy a drink you could easily prepare yourself for a fraction of the price.


Now, how does Starbucks relate to your need to establish your career in law? Oh, my child, it has everything to do with it.

All professionals, especially service-oriented professionals like attorneys, need to cultivate their own specific "brands." This is most crucial when a professional is seeking a job.

Most job seekers know that job hunting is a big competition; whoever presents the most impressive cover letter and resume and has a successful interview wins, right? Yeah, but most people can pull all that together with ease. The elements and qualities that people possess as professionals should set them apart from the crowd...and that's where marketing comes in. Most of landing a job and keeping it depends on how well you project your brand. So figure out what yours is, and start to build it now.

Your brand already exists whether you like it or not. Just ask those who already know you. People who have worked with you at previous jobs or in school have already determined what makes you special or desirable to work with. Some people have reputations for being real workhorses — employees who are always the last to leave the office no matter what. Some may have aggressive go-getter personalities; they like to call people and get things done quickly.

The list goes on, but it's very important that you have a sellable combination of those types of qualities to offer an employer. Mediocre or average just will not cut it, especially in this day and age. Superstars are the only ones who seem constantly to do well as professionals.

It's also a good idea to keep ex-coworkers and associates who support your brand near you to increase future opportunities and references.

After you have looked at yourself and compared your self-image to how others view you, decide how you want that to be exuded during your job search. In your current job, it's very important to keep giving your work and accomplishments your own personal touch. Your "style" of getting things done will help maintain your reputation and build resources for future career endeavors.

Also, make sure you're keeping an inventory of your weekly strides at work so you can add them to your resume and/or cover letter when need be. No matter what the "task" may be, there is usually a way to dress it up or interpret it to your advantage in a resume or cover letter. Just don't discount the great work that you do every day.

When taking stock of what you accomplish each week, also try Googling your name to see what others are finding about you online. Do your best to have a marketable face online and in person at all times.