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Me 2.0 Build A Powerful Brand To Achieve Career Success

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The same is true for a successful brand. It's not just a fancy logo that sparks recognition. It's the emotional appeal that it creates. A brand rich with personality and magnetism tugs at our heart, stirs our imagination or tickles our funny bone.



Doing good work and being reliable are worthy characteristics. But let's face it, it's charisma and personality that make a person and their business succeed. That's why I include the ancient power of archetypes in my branding strategy to help my clients create their brand.

What is an archetype? Archetypes are believed to be universal, mythic characters that live within the collective unconscious of people all over the world. By symbolizing our core human desires, archetypes can evoke strong, deep emotions.

There are dozens of different archetypes. I focus on twelve when branding (or rebranding) a business like yours. What's important to know is that each archetype: Innocent, Explorer, Wise One, Hero, Rebel, Alchemist, Jester, Just Me, Romantic, Nurturer, Artist and Ruler has its own meaning, values, personality, likes and dislikes, strengths, sense of mission, and calling.

What does this means for you? By using the ancient power of an archetype when branding your business, you immediately make your marketing easier and incredibly exciting because you'll (finally!) clearly communicate who you are and what you're all about to your audience.

A branding strategy using archetypes allows your audience to dive deep into the heart and soul of who you really are. We see this concept come shining through when highly successful people have turned "who they are" into "a brand we love."

Here are three examples to show you exactly what I mean:

Example 1: Alexandria Brown, the "Ezine Queen"

Can you guess which archetype Ali is? Why, the Ruler of course! And she does it up beautifully! The Ruler archetype is about creating order and hierarchy ("I'm up here on my throne."). If you read any of Ali's sales emails or website, you'll see how she consistently talks about the "keys to the kingdom." Plus she often quotes herself as "the Queen says..." Ali also uses her lifestyle as a marketing tool, talking about her beach house as her castle.

Example 2: Oprah Winfrey. What is Oprah all about? Transformation! Through her makeovers and charitable works, Oprah is focused on taking the raw material of life and turning it into something spectacular. Her archetype is the Alchemist. You'll even find profiles she calls "stories of change" on her Angel Network website. Again, reminding us that change is magical.

Oprah's message is clear and consistent: with enough gumption (and a little wave of a magic wand) ANYONE can live their best life.

Example 3: ME! Kendall SummerHawk. One of my Weekly Marketing Wisdom readers wrote in to me, "Kendall, I always count on you to blaze ahead on the marketing frontier!" Those words were honey to the ears of this Explorer archetype. Like the Alchemist, the Explorer archetype creates change. But it isn't by waving a magic wand; it's by finding (and following) our own unique path and discovering our true sense of our self.

Which is why in my Brand Authenticity program, we focus on how your brand is your Soul's Divine Mission, expressed through your business. This message of individuality and expression is so powerful that this program has nearly sold out in just two weeks. Now that is the power of a branding strategy using archetypes!

Whether branding or rebranding, it's personality that separates the ordinary from the extraordinary. Archetypes give you a highly creative yet clear-cut way to develop a brand rich with emotion and personality. It's a branding strategy that promises to create an authentic brand for YOU.
Me 2.0 Build A Powerful Brand To Achieve Career Success
The marketplace – is IT really that important?

Well, it's not all bad news on the job front in the UK. Research published by the Globalisation and Economic Policy Centre at the University of Nottingham(2) has said that although one in seven private sector jobs are lost in the UK each year, more are being created in their place. The indications are that the private sector work market is extremely fluid.

Dr Peter Wright, associate professor at Nottingham University confirms this notion of a constantly evolving marketplace: “This shows how dynamic the UK employment market is. This also has important implications in terms of training provision, as many workers are likely to need to regularly change or update their skills.”

The growing and transient job market has shifted position in the UK over the past 30 years, away from manufacturing and towards IT based industries – ranging from the financial sector, multi-media applications, even the much-maligned call centre. The opportunity for careers in IT has never been broader, or more accessible.

The widespread adoption of the Internet as a tool for business has seen a surge in ‘over the ‘net' sales. In 2005, 93% of business in the UK with ten or more employees reported that personal computers were being used in day-to-day business (2).

Amongst the largest businesses (those with 1,000 or more employees), the figure was nearly 100%. This demonstrates quite clearly how essential information and communication technology (ICT) has become to the UK and indeed the global economic model.

The same survey by the Office of National Statistics (ONS) found that in 2005 the value of sales over the Internet was £103 billion, accounting for 34% of sales across all kinds of ICT by non-financial sector businesses. If you include the financial sector into that equation, the numbers increase dramatically.

Even industries that you would not normally expect to be heavily influenced by the use of IT, such as wholesale, retail, catering and travel, reported the highest value of sales over the Internet at £49 million, representing £47 out of every £100 of goods sold.

The clear indication amongst all these statistics is that jobs in IT have never been more important to the global economy. Without a solid foundation in the application of ICT technology, a business will be hard pressed to compete on equal terms with its rivals. Which is why IT careers will continue to offer both opportunities for employment in almost any marketplace and a decent salary to boot. The stale, hackneyed vision of ‘speccy techs' in the IT department of any company is now passé. Geek is the new chic.

IT career development

Over one million people are currently employed in the IT sector, and over 150,000 new entrants are needed by a whole range of industries in the UK every year. However, your horizons are not just restricted to the UK. With internationally recognised qualifications crossing borders and country boundaries, the chance to work anywhere in the world has opened up the movement of IT professionals across the globe. The international oil industry, for example, is prepared to pay well for IT professionals who can incorporate their IT training into oil exploration and research into alternative fuels.

If heavy industry is not your particular field, then the more creative industries now rely on those with good IT qualifications and experience to supply them with ever more exciting visual images – on their websites, their advertising and their marketing. Without the benefit of IT, the Internet would be a far less visually stimulating place. Starting salaries in the industry average around £23,000. With higher level qualifications and a willingness to continually update and compliment your training, that figure can rise considerably.

Working life has changed dramatically in the past few years, with more people starting to realise that the possibility of working from home gives them a greater control over their work/home life ratio. Christopher Pissarides, in his keynote address to the Austrian Presidency conference on Innovations in Labour Market Policies(3) concludes that, “…essential labour market reforms include an increase in the flexibility of employment.”

Although he highlights the UK and the Netherlands as being the most pro-active countries in developing a more flexible working environment, the advent of a new age in which IT careers play a dominant role can only help to improve that situation. IT is a multi-faceted career choice that enables people to be particularly selective about how they work and how their career develops. It gives them the opportunity to take back control of their careers.

With the right IT training, which can be incorporated into career development or run parallel to an existing job, the potential marketplace opens up for a candidate. Networking (a particular growth industry as the national boundaries break down between businesses), database administration, web design and programming are all real-time opportunities, once the appropriate training has been applied. A senior web designer can earn as much as £40,000 and, if you cast your net further afield and look to working abroad, can be much higher.

So what can you achieve with an IT career? Take your pick - of locations, of job descriptions, of future career development – whatever you like. The limits are only ones that you impose yourself. The IT industry is far from fully grown, and with the rate of technology development growing rapidly, there is little chance that a newly qualified IT specialist will be entering a shrinking marketplace anytime soon, despite the poor figures from Yahoo!.

In the 18th Century, the Industrial Revolution propelled the world forward into a new age. In the 21st Century, it is safe to assume that the second revolution, the Technological Revolution, has only just started.

(1) HRM Guide 2008 – University of Nottingham

(2) Office of National Statistics, e-Commerce survey

(3) Innovations in Labour Market Policies: Challenges in Times of Globalisation – Vienna, 16-17th February 2006
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About Author
Both Kendall Summerhawk & Karl Parkinson are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Kendall Summerhawk has sinced written about articles on various topics from Marketing Strategies, Internet Marketing and Marketing Strategies. Business coach Kendall SummerHawk, the "Horse Whisperer for Business" delivers savvy ways for entrepreneurs to turn hectic businesses into money-making dreams. To learn more about her book, Brilliance Unbridled and sign up for her 7-part mini workshop go. Kendall Summerhawk's top article generates over 5400 views. to your Favourites.

Karl Parkinson has sinced written about articles on various topics from Dogs, Education and Branding Strategy. Karl Parkinson, Chairman. Computeach - With over 40 years of experience in the Industry, Computeach provides innovative and truly blended learning solutions. Karl Parkinson's top article generates over 5400 views. to your Favourites.
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