Just like a brand, we each bring a core strength as a marketing leader. There are four general core strengths to build Brand Careers around; running the business, marketing execution, strategic thinking or managing people. You should be managing your marketing career around your core strength.
Do you know your core strength?
Let’s take it a step further. Here’s a game you can play to force your thinking. Look below at the diagram. You have four chips. Put one on the highest strength, two on the medium and force one to be at the lowest.
If you still say, “I’m pretty good at all 4” then push yourself, I might not believe you. No one is equally great at all four. You have to know your strength. As you make your next move, each choice may lead you to 4 different career choices.
If you love running the business, focus your career in product management, private equity or new industries. When you love marketing execution, explore switching to an agency role, an innovation leader or a media expert. If you are a strategic thinker, move into consulting, be a professor or go into a global role. Finally, when your strength is people leadership, keep moving up to a general management role, explore the entrepreneur world or become a personal coach.
When your strength is running the business
You are naturally a business leader, who enjoys the thrill of hitting the numbers– financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/ extrovert, intuition, thinking, judgment). This is the “field general” who brings the intuitive logic and quick judgment to decisions quickly to capitalize on the business opportunity.
You like product innovation side more than advertising. Moreover, you are fundamentally sound in the core elements of running a business—forecasting, analytics, finance, distribution—working each functional areas for the benefit of the products. You may have gaps in creativity or people leadership, but you are comfortable giving freedom to your agencies or team to handle the creative execution.
My recommendation is to stay within Product Management as long as you can. If you find roadblocks in your current industry, consider new verticals before you venture into new career choices. You should consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship, where you can leverage your core strength of running a business.
If you are looking to figure out your Myers-Briggs score, here’s a great link to get started.
When your biggest strength is Marketing Execution
When you are the type of Brand Leader, who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. You believe facts can guide you but never decide for you. Also, you are high on perception, allowing ambiguous ideas to breathe before closing down on them. Moreover, you respect the creative process and creative people. You are intuitive in deciding what a good or bad idea is. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader. Moreover, you likely see answers before questions and frustrated by delays.
Staying in the Marketing area, you may end up limited in moving beyond an execution role. You may be frustrated in positions that would limit your creativity. Stepping into a Director level role could set you up for failure. Look to grab a subject-matter-expert role in internal advertising, media, innovation role or merchandising.
Going forward beyond Marketing, consider switching to the Agency side or Consult on subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths.
When you are naturally a strategic thinker
You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would indicate that managing and directing the work of others is not your strength.
If you stay within the marketing industry, you would be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at Marketing Execution or builds a strong team of business leaders beneath you.
Going outside, you would enjoy Consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize.
When your biggest strength is leading people
You find a natural strength in leading others. You are skilled in getting the most from someone’s potential. Also, you are good at conflict resolution, providing feedback, inspiring/motivation and career management of others. You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or marketing execution.
If you find yourself better at management than marketing, pursue a general management role. Become a leader of leaders. Look for a cross-functional shift in sales or operations to gain various perspectives of the business to enable you to take on a general management role in the future.
After you hit your peak within the corporate world, consider careers such as executive coaching where the focus remains on guiding people.
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.
We help brands find growth
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
We make Brand Leaders smarter
We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at email@example.com or call me at 416 885 3911