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Celebrating Success: Small Business Case Studies
Case Study #2: Personal Branding Pays Off
April Ambrose had identified the next step in her career path: a great job with a national environmental non-profit. Her current job had allowed her to blossom professionally, but it bordered on being a labor of love. The salary did not reflect her contribution, since the organization was just too small to be able to pay her much.
The challenge: Every job applicant is an undifferentiated commodity unless she can express what makes her unique and the preferred choice. April wanted the job and a salary that reflected her strong qualifications.
The process: It's difficult to be objective about ourselves. We took a business-like approach to the brand called April Ambrose, and determined what made her valuable to her audience – in this case, an organization. Samantha coached April to advocate on behalf of her brand, anticipate objections and maintain the upper hand in negotiations. In the end, it was April's own determination and courage that got her through the process successfully.
The results: "Samantha helped me to communicate my value and abilities during the job negotiation process that resulted in a tripling of my previous salary and landing my most ideal job. The suggestions she gave empowered me to request my worth and feel confident in my talents." – April Ambrose, Arkansas Climate Awareness Project