Branding for Twenty Somethings

Later this week, I will be giving my "What’s Brand Got to Do With It?" workshop to a group of undergraduates at Trinity College in Hartford, CT. Full disclosure–my daughter is a junior there, and as I have listened (OK, eaves-dropped) on the conversations that flew back and forth in my car as I drove Derry and her friends to and from various Mom-sponsored restaurant meals, it was immediately apparent to me that these incredibly talented, bright, successful young women were all alike–incredibly talented, bright, and successful. So how, as they face the daunting prospect of getting internships or (be still, my heart) jobs could they stand out and articulate their immeasurable value to prospective employers?

That’s when the lightbulb went on. Branding is just as important for these young people as it is for those of us who are in fully engaged in our careers or businesses. If you learn how to touch-type in high school, shouldn’t you learn how to present yourself to the world (not to mention how to file your income taxes) in college?

In a New York Times article, "Eight College Seniors Face the Future," senior Missy Kurzweil wrote:

According to professors and advisors, the trick to finding a job lies in networking. But “It’s not what you know, it’s who
you know” is the last thing any college senior wants to hear. We strive
to get our jobs based on merit, not connections, but what do we know?
We’re just kids. How do we exhibit our merit to employers if we can’t
somehow get a foot in the door? So we write letters to alumni and
attend luncheons or career fairs, looking to make personal contacts
that will make us stand out from the crowd. We may not have experience
or perspective on life, but we can offer youth, idealism and boundless
energy.