NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / New Zealand

Stand out at work and reap rewards

By Vel Leveson
25 Feb, 2007 04:00 PM5 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Karen Fernandez. Photo / Graeme Sedal

Karen Fernandez. Photo / Graeme Sedal

KEY POINTS:

No matter how good you are at your job, if you don't stand out of the crowd, if you're not known for anything special, you are likely to stay in the same position for years unnoticed and unappreciated. Promotion does not favour the shy and retiring types.

As
regional manager, New Zealand, of Results Coaching Systems Ruth Donde believes you need to make sure you're recognised in a noisy market.

"You need to let people know what you're about. This is for both getting the job you want and being recognised when you're in it,"says Donde.

In short - you need to know how to brand yourself, and one way of doing this is through your resume.

"Let your personality and skills shine through. Be clear on what your skills are and on what makes you different. Understand your target employer. Know the market and be clear about your achievements, these are not just the awards you have received but also outcomes you have achieved at another job, school, or higher education."

Dr Karen Fernandez, senior lecturer at the marketing department of the University of Auckland Business School , says branding yourself is not dissimilar to what corporates do when they brand a project. They look at what's unique about the product, what makes it stand out and they market the product accordingly. When discussing branding yourself, Dr Fernandez talks of sustainable competitive advantage.

For getting the job, Dr Fernandez says: "You need to look at yourself, and work out how you are better than the others who are applying for the same position," she says. "This must be something that is sustainable - not just, for example, knowing a computer programme that the other candidates will be able to learn quickly.

"Perhaps you're open to new ideas - use the advantages that young people have: enthusiasm and energy to learn."

Dr Fernandez uses the example of a student in her department who is very good at finding information. "He's the one who comes up with solutions - he's known as a 'can-do boy'. That's very good branding."

You could market yourself as someone who's diligent, willing to work through the night to get a job done, she says. But remember, once you're in the job, you have to be able to live up to your branding. Dr Fernandez says with any marketing of any product, branding can be extremely important - but it may make consumers buy the product and try it once. If there's no substance to the product, all the branding in the world will do nothing to sell it a second time.

Dr Fernandez stresses that standing out of the crowd for good reasons is what you want, standing out of the crowd for bad behaviour or making a scene is a very bad thing. There are some ways in which you do not want to brand yourself, such as to be seen as the lazy one, the pessimistic one or the groaner. This is a case where bad publicity is merely bad publicity.

"You want to be the one who people go to for a special reason. Maybe you're a whiz at computers, maybe you have good communication skills and share them, maybe you're good at coming up with great ideas. Be known for these things - so people come to you for them. So you're known to be special at something."

She explains that these things not only get people's attention, they also give you confidence.

"I read a lot and fast - I also remember what I read. That is my special skill, so when I know someone's writing a paper, I can contact them and say, I've read such and such which may help you - I send relevant articles to them.

"It's quite an intensive thing to use for branding - but I enjoy doing that, and, yes, people come to me for information. That is something I would like to be respected for."

Dr Fernandez mentions she is also known for her hat. This is something that happened by default after she went to a conference and wore the hat, and from then she has been "the woman with the hat".

"I now am expected to wear the hat every time I go to a conference, I suppose by default I have created branding."

She agrees that the way you dress can help you brand yourself. "The way you dress - your own look, a piece of jewellery, or in my case a hat, could make you distinctive.

"You could be known for your style or even for your car."

However, Dr Fernandez again stresses that branding must never be too superficial.

"In the short term the way you dress can make you stand out, but in the long run it's what you can really give to your workplace that counts."

Donde says that one important aspect of branding is relationship building. "Some organisations are extremely political. Ensure that you shine, but not at the expense of others. Make sure they shine too. Creating strong relationships through networking is vital."

She says there is a programme available in New Zealand called Personal Branding DNA. This is a new technique that some career coaches offer that looks at your past experience, what you have achieved and what you want to achieve.

It also helps you to work out whether your goals are realistic.

Discover more

Opinion

<i>Gill South</i>: Boost your promotion prospects with some strategic thinking

17 Apr 09:30 PM
Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.
Save

    Share this article

Latest from New Zealand

Crime

Man, 23, turns himself in after Auckland market stabbing

22 Jun 08:53 AM
Crime

'Naughty' parolee holding woman at gunpoint left after telling off from toddler

22 Jun 08:00 AM
New Zealand

New Zealander arrested in France charged with attempted murder of political activist

22 Jun 06:37 AM

Help for those helping hardest-hit

sponsored
Advertisement
Advertise with NZME.

Latest from New Zealand

Man, 23, turns himself in after Auckland market stabbing

Man, 23, turns himself in after Auckland market stabbing

22 Jun 08:53 AM

He faces two charges of wounding with intent to cause grievous bodily harm.

'Naughty' parolee holding woman at gunpoint left after telling off from toddler

'Naughty' parolee holding woman at gunpoint left after telling off from toddler

22 Jun 08:00 AM
New Zealander arrested in France charged with attempted murder of political activist

New Zealander arrested in France charged with attempted murder of political activist

22 Jun 06:37 AM
Two critically injured after multi-vehicle crash on key Auckland road

Two critically injured after multi-vehicle crash on key Auckland road

22 Jun 05:50 AM
How a Timaru mum of three budding chefs stretched her grocery shop
sponsored

How a Timaru mum of three budding chefs stretched her grocery shop

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP