Even in the Worlds Oldest Profession, Branding is Important

Even in the Worlds Oldest Profession, Branding is Important I recently watched a piece on 20/20 about an Internet site called Seeking Arrangement that positions itself as a money dating site where   singles   can find wealthy money daters for mutually beneficial relationships. HmmI dont think I need to check Wikipedia to realize that this is code for prostitution.But Brandon Wade, creator and CEO of the site says that money dating is not the same as prostitution. “Money dating is a way for daters to screen potential partners on the basis of their financial compatibility”.   Huh? Whatever window dressing you apply, its prostitution. Women, mostly twenty-something students, single moms, and struggling actresses, are offering sex and companionship for money and in return, the older men who are wealthy enough to pay them their $1,500K and up monthly stipends get the illusion that someone more than half their age actually worships them.But I have to give Mr. Wade credit because it looks like he has created quite a powerful brand. For the men (referred to as the sugar daddies), the brand represents wealth, power, and sex; for the women (the sugar babies), the brand represents financial security. And these are perhaps the most powerful brand attributes there are.So by now you are probably wondering what the career lesson is here. I think the takeaway is that every product and every person needs a powerful brand and people to support, embrace, and even evangelize that brand. The personal attributes of the brand need to appeal to the base needs of your audience. So for the job seeker, the career brand must convey immediate value to the employer and satisfy the core needs and emotions of the hiring authority. And it must support your passion for what you do. There is no doubt that Mr. Wade has achieved this on his site. How could you re-brand yourself to achieve your own professional, mutually beneficial relationship with an employer?