Seven Techniques For Improving Your Brand Image
By Dr. Howard Gauthier
When it comes to promoting yourself for a job, there are two basic methods that have proven most effective. These are: creating brand awareness and making connections within the industry. Brand awareness is the extent to which people within the industry recognize you. Making connections is also known as “networking”. These two promotional techniques are closely related and are both necessary steps for getting hired and advancing within the sports profession.
Brand awareness is an important technique for proper promotion, but it is only as good as your brand image. A brand image is how people within the industry view you. If you have a positive brand image and are well known and liked, you will have a much easier time getting hired. However, if your brand image is tarnished, you will need to overcome these challenges in order for employers to trust in you and want to hire you.
In developing your image, you will want to brand yourself as a competent worker, a hard worker, and an expert. There are seven techniques that you can use that will help to build your brand image. These include:
- Specializing – Becoming an expert in one segment of the industry. In the college sports industry you could specialize in an area such as marketing, fund raising, compliance, etc.
- Personal Branding Statement – Your personal branding statement will help you to focus on the steps you should take to effectively create your brand.
- Join A Professional Association – Being active in a professional association will help you to be exposed to the best practices within the industry, and to meet the other experts within the profession.
- Be Aware Of Your Image – Your image is shaped by your activities, actions and behaviors.
- Writing and Publishing – Through writing and publishing, you will become recognized as an industry leader.
- Public Speaking – As a public speaker you will become known as an expert in your profession
- Conference/Regional Events – By working at conference or regional events, such as an NCAA Tournament, you will be seen as a leader in the industry and you will meet other industry leaders.
Your image and how others within the industry view you is so vitally important. Review each of these techniques and see how they can be included in your activities as you continue to grow in your profession. These are the seven brand image techniques that you will want to pursue in striving to be the best in your industry.
Remember, ultimately the job will go to the candidate who is prepared and who effectively executes the basics of the job interview process. In all you do, you will want to EXECUTE FOR SUCCESS!
Howard Gauthier is an Associate Professor of Athletic Administration at Idaho State University. He is a former collegiate athletic director and collegiate basketball coach. He is also an author of 8 books. Check out his book, Getting Hired In College Sports – 2nd Edition at www.SportsCareersInstitute.com.