NEW JERSEY, January 7, 2002: When they see the apple, they recognize the reliability of Rocephin. When they see the bulldog, they understand the tenacity of Biaxin. But what about when they see your name in the trade press -- what to they think about that name? That image? That identity?

This week, PositionInk takes a look at the concept on which this company is based...

Just like an Rx brand, you have a brand identity. And in order for that brand to succeed, you have to be the marketing director for You -- the brand.

Tom Peters, acclaimed author of The Search For Excellence, speaker, and self-proclaimed career "imagineer," recommends that each of us employ marketing strategies and tactics to help differentiate ourselves, continue to build our careers, and build the brand called You.

"The brand is a promise of the value you'll receive," writes Peters. And when you realize that you represent a brand -- your own brand -- you must build it the way you would any pharmaceutical brand

Peters suggests we should begin by asking ourselves: "What is it that makes me different? If your answer wouldn't light up the eyes of a prospective client or command a vote of confidence from a satisfied past client, or -- worst of all -- if it doesn't grab you, then it's time to [start] developing yourself as a brand."

Peters says to write down a features/benefits list, then pick the one skill, talent, or attribute that you posess that makes you remarkable, that adds the greatest value, that you are most proud of. Then ask: what do I want to be famous for?

Whatever the answers are, says Peters, to achieve them you need to employ a few strategies. As in brand building, you'll want to gain visibility for yourself in the areas in which you want to excel. Volunteer for projects that allow you to showcase your skills. Or you can try taking a continuing education class at a community college. Offer to write a column in an industry news paper or journal that lets you share your perspective or area of expertise.

The important thing is, says Peters, "everything matters when it comes to building the brand called you. Everything from the way you handle phone conversations to the email messages you send to the way you conduct business in a meeting is part of the larger message you're sending about your brand."

Peter suggests that you can build your brand by influencing your company -- and your role in its success: "Is your team having a hard time organizing productive meetings? Volunteer to write the agenda for the next meeting. You're contributing to the team, and you get to decide what's on and off the agenda. When it's time to write a post-project report, does everyone on your team head for the door? Beg for the chance to write the report -- because the hands that tap the keyboard get to write or at least shape the organization's history."

The key is to continue developing yourself. "The projects you lead, the networks you develop, the customers you delight, the braggables you create generate credit for the firm. As long as you're learning, growing, building relationships, and delivering great results, it's good for you and it's great for the company."

Finally, Peters says, there are four essentials to managing the brand called You. "First, you've got to be a great teammate and a supportive colleague. Second, you've got to be an exceptional expert at something that has real value. Third, you've got to be a broad-gauged visionary -- a leader, a teacher, a farsighted "imagineer." Fourth, you've got to be a businessperson -- you've got to be obsessed with pragmatic outcomes."

Tom Peters has a CD-ROM, "Tom Peters' Career Survival Guide" published by Houghton Mifflin interactive. His ground-breaking book, The Search For Excellence, reached its 20th anniversary. Click here to read "True Confessions," an article he wrote which appeared in last month's Fast Company magazine.

PositionInk is a weekly column that addresses issues relevant to pharmaceutical marketing. If you want to contribute an article, or suggest one, please call 908-507-7379. Or email to info@rxme.com.

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