Career Transition: Stand Out with Your Personal Brand

Personal branding has become a common buzz word, but what exactly is it and how can you create one? According to Social Media Strategist Joshua Waldman, MBA, and author of “Job Searching with Social Media for Dummies”, personal branding involves the art of communicating what makes you unique. By creating a clear and concise image and reputation on and offline, this provides you with an edge, whether searching for a job, exploring a career change, or planning to be more successful in your current position.

In order to create your personal brand, follow these steps.
1. Define who you are. What are your values, strengths, purpose, vision, and goals?
2. Who is your target audience? Who are you marketing to?
3. Who are your competitors? What sets you apart from them?
4. Write your personal brand statement, essentially your professional mission statement.

If you are unsure of who you are, consider working with a career counselor who can assist you in defining yourself. Some people find journaling to be a helpful tool. Another option is to collect feedback from colleagues, supervisors, friends, and family. One way brandingto collect this information is to utilize the 360°Reach program by William Arruda, a personal branding coach and coauthor of “Career Distinction: Stand Out by Building Your Brand”. This tool is available at Although successful branding is based in what is authentic and genuine about you, your personal brand is actually held in the hearts and minds of those around you. 360°Reach lets you understand these important external perceptions. It enables you to obtain objective and candid feedback about your rational and emotional attributes, strengths, weaknesses, etc.

When you begin to proactively define and communicate your brand, you are in control of it. Don’t allow others to create your brand through their perceptions and reactions. Have you conducted a Google search on yourself to see how you come across to the public? This is important to do earlier rather than later. The goal is to appear as consistent as possible in your social media profiles, along with your online resume and any other information about you that comes up in an internet search. Recruiters, hiring managers, and employers will feel more at ease if your online presence is congruent with who you are and does not raise red flags.

It can be overwhelming to control your brand online, so it may be wise to start with one social media profile at a time. I suggest beginning with your LinkedIn profile. If you already have a LinkedIn profile, be sure it is filled out in a manner that markets who you are, not who you were or who you hope to become. LinkedIn is known to be the #1 website hiring managers use when deciding who to interview and in the end, who to hire.

For more information about personal branding, I recommend Susan Chritton’s book, “Personal Branding for Dummies”.

Andrea KillionAndrea Killion, MS, NCC, MCC
Careerful Counseling Services
Andrea assists clients in successfully achieving rewarding employment. She works with a diverse array of adults from all industries, backgrounds and stages. Whether you are looking for work, trying to figure out what career to pursue, or unsure whether to stay in your current position, Andrea can assist you with these issues and more.

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One Comment on “Career Transition: Stand Out with Your Personal Brand”

  1. rupacoach Says:

    Reblogged this on Resilience Life Coach.


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