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Excerpt from Chapter 2
Think and Act Differently From the Herd to Become a Brand Apart
Analyze S.W.O.T.
Most marketers begin their brand audit with the S.W.O.T. (Strengths-Weaknesses-Opportunities-Threats) analysis. It is a handy way to analyze a brand and is just plain common sense too.
The S.W.O.T. session is an intensive look at your strengths and weaknesses in a real world framework. It will help you focus on your strengths and deflect your weaknesses. It will help you zero in on opportunities and threats in your professional horizon, even uncover hidden information.
As a self brand strategist, you always have to be relevant and find new opportunities. Too much of the time we have so many rules or just keep plodding ahead that we don’t see the opportunity. Doing a S.W.O.T. session periodically will keep you on track.
“Strengths” and “Weaknesses,” the first two areas, deal with you. Think of strengths as assets that could be links to your success. Assets are areas to build on. You’ll find that once you have your assets and strengths lined up it will give you a focus on how to sell yourself.
Weaknesses are areas to avoid since you are not on solid ground there. However, some weaknesses, such as communication skills and networking, may be areas to target for development, as they are integral to your life strategy.
When you do the S.W.O.T. in the brainstormer, include everything that could be considered a strength or an asset. Remember, practically anything can be an asset. Start with skills, experience and accomplishments. What parts of your job are fun to do?
Then, expand the list to include personality traits. Expand it further to include anyone you have known or even met, and anything that you have explored or been interested in. Often the “hidden” assets or self-taught skills that come up through probing can hold the key.
Imagine the Future
The “Opportunities” and “Threats” in the S.W.O.T. deal with things that could affect you in the future. What is going on that could dramatically change things? What is not working well? Business is dynamic, so there is always movement and change. Change always creates new opportunities and new threats.
For example, if you’re in school, you need to start anticipating the job market in the fields you are exploring. Some areas will offer tons of growth and financial rewards, others will be tough slogging. In the 90’s Wall Street and high technology were the hot spots, and many people rode that wave to fame and fortune. You need to find the best wave to ride for your future.
If you’re in a job, you need to keep tabs on what is taking place that could threaten your livelihood in the future, whether it’s the economy, your industry, or your company. And you want to keep your sights on the new opportunities that any change will bring about. The S.W.O.T. will help you find the link between a market opportunity and your strengths and desires.
The S.W.O.T. can be helpful in analyzing a new job or company you’re considering, too. A high percentage of people who switch jobs don’t succeed in them.
It’s important to do your homework before you get romanced in the job interview process. The culture has to be a good fit with you. How healthy is the company or group you’ll be joining? Some managers hire people to prop up a department or division that is already on life support. Unfortunately, they neglect to warn the job candidate that the position is really a turn-around situation. Too many people find out the hard way.
The brainstormer below will help you get started in doing a S.W.O.T. analysis on yourself.
Brainstormer
Doing the S.W.O.T.
Step 1. Strengths: Write down anything that you are good at and love to do. Write down what your boss, clients or colleagues gives you high marks on (may or may not be true) but it’s how you’re perceived (currently).
Step 2. Weaknesses: Write down what you’re terrible at and hate to do, or what your boss and friends criticize you for.
Step 3. Opportunities: This is wide open. Write down anything that could be an opportunity for you. A key is to look for unmet or unsatisfied needs that you could capitalize on in your company or in the business you are building.
Step 4. Threats: Write down what keeps you awake at night, whether real or imagined, about yourself, your career or business.
Extra Credit: Circle the top two or three critical factors in each category. Look for the intersection of a new market opportunity and your strengths and assets. Brainstorm the possibilities. Write it down in cursive.
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