In today’s workforce, it is rare that you will stay in your same position your entire career. You will move into other positions and even other companies. When you do, your brand will shift along with the move. For example, you start as a customer service representative in the call center. After 3 years, your department’s manager sees that you are really good at your job so you get promoted to customer relationship management (CRM) assistant in the market research division. Although you are in the same department (customer service), you are no longer talking with customers every day. You are now processing customer data to generate effective marketing campaigns. There are a lot of changes here. Not only have you been promoted but your new job is vastly different from your old job. Your professional brand has shifted and you need to reposition yourself for your new job. Below are my tips:
Pivot on your competitive advantage. In branding, competitive advantage is called your brand promise.
You must now discover what you do well on the new job. Using the CRM assistant as an example, your competitive advantage is that you can spot outliers in the data because you’ve spoken with the actual customers. This background knowledge helps you know that certain transactions are not in the correct group.
Over the course of my career, I have repositioned my brand five times (thus far). I have had to reposition my brand when I relocated from Cleveland to DC; promoted from economist to Program Analyst; became CAPM certified; transitioned from the public sector to private sector and, moving from employee to employer. Each time, I have to rely on a new competitive advantage to reposition my brand for greater success.
Identify what to keep, what to let go
Some things in your past career don’t work in your current career. For instance, in the call center, your key metric is reducing churn (telephone attrition). Now that you are the CRM assistant, you are responsible for data integrity. Although keeping people on the phone and making the sales were important as a sales representative, these skills are no longer important now.
Grow your new network without alienating your current network
The important thing here is to look at the overlap. Remember, your network is your net worth. For instance, both the customer service representative and the CRM assistant work in customer service and track customers. Therefore, if the CRM data is showing irregularities then you could still leverage your call center connections to discover why. Whenever I transition jobs or sectors, I always keep in touch with my former bosses and coworkers. You never know when you might need a favor or an unbiased professional opinion.
Hopefully these tips will help you reposition your personal brand because you deserve the best career! Check out more personal branding tips and positive change management strategies at my website is http://positivitychange.com/