Corporate and You!...= BRAND PROMISE!

What do you have in common with Coca-Cola, Walmart, AND Nike???
Well it more than you think!...seriously, not just some distant connection like you both manage goods and inventory or that you shop there.
I'm talking about something at the heart of these companies: a Brand Promise!
A Brand Promise is essentially a promise that you or a company make to your customer or who you are working for which you are expected to deliver on. Breaking a brand promise can scar the reputation of an entity for live!
Let's start with Corporate America:

1) Walmart. Walmart's brand promise is to provide the customer with EVERYDAY, LOW prices.
2) Coca-Cola. Coke's brand promise is to provide the customer with easy access to coca-cola and provide for a great tasting cool beverage.
3) Nike. Nike's brand promise would be to provide the customer with the BEST athletic gear possible.

...okay, so you get the point....but how do and could YOU have a brand promise. You're probably not a large reputable seller like these companies but your brand promise would probably come in the form of your services to a company. You are telling a company what YOU will offer to the company. It's basically your catch-phrase appealing to their potential need for hiring.

Here's an example:
MY BRAND PROMISE: Delivering careful and detailed examination of data
and data analysis in work; preparing well communicated technical reports;
making keen observations about work and group dynamics.

So basically, you are telling a company you are guaranteed to deliver on this work. If you have a proven brand promise like Coca-Cola, Walmart, and Nike, YOUR STOCK (like a company) will rise and corporations/companies/industry will either be looking to hire you or will be very/more persuasive to bring you on board to their company.

It's easy to make up any Brand Promise you like (which is like bait to a fish) but failing, or more like continuing to fail....usually one "hiccup" is not very serious but chronic conditions are critical, can forever demote you.

The one big ticket company in my mind that is still in business (pun at Enron) is actually Internet Explorer or IE. Back in its early days, IE was a new brand to the market. Nobody really knew much about the internet and they were discovering. However soon, some several years later around the millenium or sooner, IE had SEVERE Security and stability issues. It was an easy gateway for internet hackers, malware and adware to infiltrate users computers. The customers obviously saw that IE had broke it's promise to provide customers with an enjoyable, fun, fast, and safe utility for browsing. I just learned recently that IE came out with a SUPER fast brower (IE 9) for windows 7. It's supposed to be a HUGE TICKET ITEM. However, customers are still unsure about IE and they are simply just sticking with either Mozilla or Google Chrome, even though IE 9 should rip those two alternative browsers away. This is because IE failed to keep its brand promise. It was just one big screw up that they fixed up; it is and until recently been having major stability issues and underscores in security safeguarding.

Make an impressionable Brand Promise that is built entirely on what you do and who you are, or as well what you know you can do from experience. If you can then show a first few professionals that you uphold the principles you've set out in your brand promise, you will gain instant credibility and getting that job will be a lot easier. Tell the hiring manager your brand promise, back it up with professionals names for companies and people you've worked with and your career path should stay golden (as long as you continue to uphold your promise!!!)!!!!