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Developing personal brand identity By Clinton Wither Branding is what marketers rely on to get us, the consumer, to buy their products. Individuals can take that mentality, though, and apply basic principles toward furthering their career. Whether a person is seeking a corporate job, freelance assignment or developing his or her own business, branding sets a designer ahead of the pack. Carol Katz, the director of recruitment at Warner Brothers said, “Establishing a brand and becoming known in your field are key. This has always been true for creative jobs, and now it holds true for people in almost every line of work.” Artists and designers, above anyone, should be aware of visual impact. A strong, consistent self-promotion scheme helps to establish a designer’s own personal brand and packages, in a way, talent, skill and creativity. When developing an effective self-promotion piece for maximum visual impact, start with a list of personal attributes, styles, ideas and personality. Create a package. A successful self-promotion piece should highlight at least five examples of work. A résumé and business card also should be included. Every piece of material should have the designer’s contact information. Develop the visuals. Remember that a self-promotion package should represent a designer’s skill and creative talent. Creating imagery that is unrelated to the goals or talent will confuse potential employers and clients. Begin with sketches and mockups. There are books about self-promotion available that offer excellent examples. Stay consistent. The chosen design should be easily adapted to letterhead, business card, portfolio, Web site, etc. Consistency is a key element is creating a recognizable brand. Keep it current. As the designer’s portfolio and personal image evolves, so should the self-promotion and branding materials. Maintaining a successful brand and self-promotion package relies on time, energy and creative skill. Selling talent and attributes effectively leads to a distinct, recognizable image among employers and clients. Withers is media producer for Dept. 61. |
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