Branding gets you the job

Branding is really part of your career.

It's the successful part.

It's the practical application of your identity, and your reputation-building mechanism. Through your career, you accumulate brand power and product identity. Branding is how you become the preferred candidate.

To use your brand characteristics effectively, you need to have a good idea of how your various personal brand tools fit and apply to any job application.

Experience is qualified by the needs of the employer. You can figure those out pretty easily. Some jobs, like customer service or sales, spell themselves out in terms of need for experience.

Does the job look like it really needs someone with a lot of practical experience, across a wide range of possible scenarios?

Do you see a job where you can prove you have that experience at a very high level?

Skills are great brand tools, if the job clearly requires a good integrated skill set. This is where the applicant can show real depth of abilities which operate through the whole job environment.

A person who can hit the ground running will always get preference over one who hits the ground and just makes a hole in it.

Knowledge is pricelessly valuable in many professions. It's horrendously expensive to employers to have to find knowledge externally. The value of a knowledgeable employee is much higher from Day One, because that knowledge is part of the decision making process and information systems.

Additional capabilities are never wasted in the right career environment. Their potential value is enormous, both to you and the employer. Take the time to consider where your additional abilities fit in to the job. You may find you have a very interested audience, if you can show a healthy range of other skills with direct applications.

The pity of it is so many people have whole ranges of abilities that they just don't know how to show to interviewers.

Do your homework on your brand. Find out the big marketing points in relation to the jobs you're applying for. Ring the contact person and ask, show some intelligence in your questions. You'll find that you're making another point: you know the job, you know your stuff.