Sweet Spot in the Big Apple: A Great Lesson in Branding Yourself

This President’s day weekend I had an opportunity to spend a few days in the Big Apple with my family. We’re not from the city, but since my parents are moving to Washington, DC for dad’s job, we thought a quick trip up the East coast would be a lot of fun. Turns out, we were right! New York City is a magical place. The energy coursing up and down those streets is palpable. Whether you’re a true tourist, like me, or a person that works there often like my husband, anyone can find something new, something to enjoy with a city that diverse and interesting.

One of our favorite experiences on this trip was a visit to the Famous Carnegie Deli. The Carnegie Deli should seriously be on everyone’s Bucket List. I mean, this place is amazing! If you like pastrami, corned beef or any type of humongous sandwich- you won’t be disappointed. They have completely perfected cheesecake (my all-time favorite) and they give enormous portions of that too! The walls at the Carnegie Deli are literally lined top to bottom with 8×10 photos of famous celebrities and politicians that have come by the Deli to snag a snack.

Sitting in the Deli, you have to ask yourself how a place that humble (no fancy décor, no master genius marketing plan, just really delicious sandwiches and some rockin’ awesome cheesecake- but this place made it on the “must-see” list for all these famous people and yet appeals to common people too? What’s the secret?

I think the secret is they took a simple product and had some fun with it. They made a pastrami sandwich and a pickle an art form- they made it something to TALK about! I’ve eaten a lot of sandwiches in my years on Earth, but rarely would I call one “remarkable” or “memorable” or “utterly amazing”. The whole experience at the Carnegie Deli in NYC was just that. A great lesson in building your brand–or simply–branding yourself. It didn’t require incredible investment, education or even a lot more effort to build the now World Famous Carnegie Deli. It required resourcefulness, creativity and a little of the good ole American entrepreneurial spirit. That same Branding lesson can help businesses and jobseekers today~

1. ASSESS yourself: What do I do very, very well? What sets ME apart from others? What do I offer that is “remarkable”? I’m sure there is something- and if you think for just a moment it will likely come to you… the thing that everyone always comments on about you…

2. Whatever that quality, skill or attribute is, you need to apply the Carnegie Deli approach to it. PERFECT IT! Take it to the next level of greatness. You see the Carnegie Deli doesn’t offer sushi and probably would only be able to come up with an average steak, if they just had to. But they know that isn’t their sweet spot. Their sweet spot is doing just a few common things( Sandwiches and Desserts) exceptionally well.

3. Focus on CONSISTENCY. If you ask the Master Baker at Carnegie what the secret to his heavenly cheesecake is- he’ll answer that if you cook it too much, it cracks, and if you don’t cook it enough, it’s not the proper texture inside. Consistency gives people results they like and can depend on.

Be consistent in your excellence~ let people depend on you for doing things well in your sweet spot. They’ll talk you up and soon you’ll be famous too!

Lauren Goodson, Founder and President of Cornerstone Recruitment Group and Career Expert Academy http://careerexpertacademy.com  is a nationally renowned expert in Job Search Strategies, Career Coaching and Hiring for the Professional audience. She has helped thousands of job seekers to achieve their potential and grow their career.  Through CareerExpertAcademy.com ,  Lauren has redefined professional job search training by establishing an all-in-one resource for extensive and exceptional expert information.  Be sure to visit http://careerexpertacademy.com for more info. 

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