MBA Series: Using Your Personal “Brand” to Get Your Points Across
Posted on Sun, Oct 17, 2010 @ 10:45 PM
It is important to remember your audience when writing your business school applications: a busy admissions committee member that may only have a few minutes to spend reading each application. So while you spend hours on end writing, editing, revising, and rewriting your essays, remember that the admissions committees have dozens of applications to read every day, and even the most diligent person may at times miss some points in your essay. That’s why you need to make sure that your application is as easy as possible for the committee members to read, by making sure they can’t miss who you are, and what you can add to the class. The best applications feature four or five aspects of the applicant’s character and experiences that become common themes throughout the application. These themes are easily identifiable to readers, and combine to form your personal “brand.”
Brands are powerful tools, and companies spend millions of dollars to show us why they are important, what they stand for, and their value in our lives. While there are subtler facets to their full corporate identities, companies need to make sure that potential consumers have a complete and unambiguous understanding of a few key characteristics. Oftentimes, we can recognize a company based on a few descriptive traits that the company presents to us (for example: “fun,” “family,” and “fantasy” are indicative traits of Disney). These messages have been engrained in our head through repetition, multiple interactions with the company, or exposure to marketing messages.
Just as companies use their brand to convey the main qualities they represent, candidates also need to make sure the people who read their applications are very clear about the core of their character and experiences. While all applications inevitably cover more than three or four points, giving equal weight to 20 traits waters down the main features that the admissions committee needs to understand. Applicants that successfully “brand” themselves make real choices on what they want to emphasize, for example:
“A behind-the-scenes leader, creative problem-solver, and passionate about international development.”
“A great motivator, cutting-edge thinker on financial markets, and committed to education.”
“Dedicated to environmental causes, a skilled negotiator, a committed mentor, and family-oriented.”
By reinforcing the main three or four traits through repetition; the other aspects of your character and experience will come out naturally.
For more robust guidance on your MBA application essays, check out the Stacy Blackman Consulting Essay Guide Series – school specific guides with essay tips, sample essays, information on what your target schools value and more.
Visit http://www.stacyblackman.com/essay-guides/ to learn more.