LaughlinOutLoud

In a recent speech at the ME conference in New York, Dana Anderson (the senior VP of marketing strategy and communications at Kraft) discussed the Rule of Two. For those of you who are unfamiliar with this dating guideline, the Rule of Two states that you can only date someone who is two points above you or two points below you. So, for example, if Susie Smith is a 7 she can date anyone from a 5 to a 9. Anderson uses the Rule of Two and applies it to being a great client but I’m going to apply it to being a great brand.

Let’s say you’re a brand trying to win over the right consumer. If your brand is viewed as a 4 what are the odds that the 10 you’re aiming to attract will want to choose you?

The key is to start by thoroughly answering one question. Exactly who is it you want to attract? The best part of dating (in my opinion) is getting to know and love the person you’re with. In a brand/consumer relationship it’s no different.

As Rick Mathieson points out in his book The On-Demand Brand, “Success is not about understanding technology, it’s about understanding your customers – and then capitalizing on that insight across the digital platforms that make sense for your audience, in ways that will resonate most.” The same is true for any platform – not just digital. You need to know your audience in order to know how to attract them.

It’s important to get beyond the basics of key demographics. Get beyond the first date questions. On a real first date you may ask questions like: Where did you go to school? What was your major? Where did you grow up? On a first brand/consumer date, questions are likely to include: Are you male or female? What age range do you fall in? What’s you’re average income?

But you’ll need to know more than that before you get into a long-term relationship, right? So line up dates two, three…and fifteen. Dig deeper. Knowing your consumer inside and out will help you position your brand in a way that is attractive to them. As our website says, “Your brand is single. It walks into the marketplace. What does it do?” It’s time to go bag yourself a 10.

It’s a scary time to graduate. I get that. A year and a half ago I graduated from the University of Minnesota with a degree in professional strategic communications and a dream job in mind: working at an established, award-winning agency in the Midwest.

A brief stint at a coffee shop post-graduation left me a bit dissatisfied, but a career launch at a publishing company and a lot of persistence eventually landed me at Laughlin. So how did I score my dream job? Here are my tips for standing out and making sure that even if you’re not always gaining a job out of your search…you’re gaining something.

1) Don’t be afraid to go the untraditional route.
After endless online applications left me high and dry, I decided to go directly to the source. When I saw a job opening at Laughlin that I was qualified for, I contacted Joyce O’Brien (who had posted the position) via LinkedIn. Instead of just being thrown together with an abundance of online applicants, making direct contact can help you stand out and make you look ambitious. Don’t be afraid to use social media outlets to help you connect during your job search.

2) Realize that an interview is more than a job opportunity.
Interviews are opportunities to learn from someone who is sitting in the seat you wish you were in. Set up informational interviews with individuals at organizations you admire. Ask questions. Learn. When you get an interview for your dream job, be sure to prepare questions in advance. Even if you don’t get the job you should still leave with some knowledge.

3) Make yourself memorable.
Set yourself apart from other interviewees by leaving behind a tangible memento. That way when the company is reviewing candidates, they have something to remember you by that shows off your personality and ability.

4) Follow up with a thank you.
It seems so simple, yet so many people forget to do it. Whether it was a job interview or an informational interview, you should always follow up with a personalized thank you. It can be in the form of an e-mail, a handwritten note, or something a bit more creative (check out this cookie thank you from a recent Laughlin job applicant).

5) Be reasonable.
Recent grads have the tendency to want instant gratification. You know where you want to be and you want to be there now. But things take time and not every interview will lead to your dream job. Don’t be too hard on yourself. Your career is a journey and you might have to work at a coffee shop before you get your big break.

Interestingly enough, these five simple tips for the job-hunting grad can also be applied to brand building.

1) Don’t be afraid to go the untraditional route.
Don’t be afraid to try out social media. It’s an ever expanding realm and a great way to reach and engage an audience. However, don’t fall into the trap of throwing out information into the abyss of the internet because everyone else is doing it. Make sure to have focus, strategy and purpose behind your social media usage to ensure that you see the results you want to see.

2) Realize that brand building is more than a business boosting opportunity.
Realize that as you build your brand you have the opportunity to learn. To learn about how your brand is being perceived, about your target audience, about your competitors. The more you know the more successful you’ll be at positioning and building yourself.

3) Make yourself memorable.
You have to have a message associated with your brand that continues to resonate with the audience even after they’ve seen your commercial or visited your Facebook page. A leave behind, take home message that keeps bringing the consumer back.

4) Follow up with a thank you.
Not necessarily literally. But it’s important to show your customers some appreciation and to reward them for their loyalty.

5) Be reasonable.
Brand building takes time and effort. Don’t expect overnight results. Be patient, do your homework and flex those creative muscles.

So whether you’re a recent grad, a brand builder, or both…tuck these five versatile rules into your back pocket and go get ‘em!