Define Your Expertise – Establish Your Supply Chain Management Job Brand
Your brand is the image the market has of you as an supply chain management expert. Whether your job title is procurement, purchasing, buyer, logistics, sourcing, or supply chain, you are known for a specific attribute you bring to the profession. So, you want to brand your professional image in a way that people will remember. When you remember the last step, where you transform career management into managing a business like a CEO, you need to develop a brand.
Branding is a combination of designs, signs, symbols, and words that communicate what your supply chain business is all about. It helps set you apart from everyone else in the market. When someone sees your brand, they instantly know it's you.
A brand is more than just a logo or a motto. It's an overall image for you as an expert in the supply chain management business. A good brand is clear and memorable and consistent across your career portfolio.
Most of all, branding conveys what you want people to think about you as an supply chain management expert. If your expertise is procurement services, your brand should tell people you're trustworthy to find the best value and knowledgeable about the vendors in your market. Some companies might want to transform purchasing into strategic sourcing, so they will choose an expert known for transformation and strategic planning. So you want your brand to communicate entrepreneurialism and vision.
The best way to come up with a brand is to start with the associations you want people to make. Choose a handful of adjectives or short phrases that describe your expert knowledge or, if you’re changing industries, the words used in this new area. Use these to plan your brand identity and your visuals, logo, design elements, web content, packaging, and so on.
Next Steps: Identify the themes of your brand and start planning how you'll communicate them through your marketing materials and products or services.