Personal branding, an emerging trend in career-marketing communication, is variously defined as image, reputation, connection, a promise of the unique value of a product (you), expertise. Randall Hansen, publisher of the career-development Web site Quintessential Careers, writes that “branding is the combination of tangible and intangible characteristics that make a brand unique. Branding is developing an image - with results to match.”

Branding (some call it self-branding when talking about individuals) is essential to career advancement because it helps define who you are, in what ways you are a great performer, and why you should be sought out. Branding is about building a name for yourself, showcasing what sets you apart from others, and describing the added value you bring to a situation. Your brand describes your essence and the significance you bring to employers.

Most job-seekers are not proactive in establishing and building their career brand, hoping instead to let their actions speak for them when seeking promotions or new jobs. But you can make yourself a much more attractive employee or job-seeker by taking the time to master some basic tactics that can help build your career brand. In this book’s introduction, Annette Simmons cautioned that when people wonder who you are, “if you don’t take the time to give a positive answer to that question, they will make up their own answers - usually negative.” The same is true of branding; if you don’t brand yourself, others will for you.

Management guru Tom Peters, writing in his book, The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!, states: “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are the CEOs of our own companies: Me, Inc.” He adds, “You’re not defined by your job title and you’re not confined by your job description.”

Branding, especially personal branding, is primarily storytelling, and another advantage of branding yourself is that your story is unique. “When you learn to put words to your unique story, you can use it and the values you’ve developed to define you in a way that no one can copy,” writes Chris Hiliki in May I Have Your Attention, Please?

Noting that most people are marketers to some extent, author of popular marketing books Seth Godin (Purple Cow, The Big Moo, All Marketers Are Liars), does not believe marketing without story is possible: “Either you’re going to tell stories that move people, or you will become irrelevant,” he writes. Organizational storytelling expert Steve Denning similarly notes that “narrative is increasingly recognized as central in branding,” and when he refers to a “storied product,” he could easily be referencing a job-seeker.

Getting your brand story out there raises your visibility and builds your aura as an attractive candidate for hire. Symbiotically, elevating the world’s awareness of you creates new opportunities for networking. Increasingly, in the Information Age, success can spring not just from who you know, but also from who knows you and your story.

“Personal branding is about differentiation,” writes William Arruda, founding partner and president of the Reach Branding Club. “It’s about using what makes you outstanding to stand out from the myriad others who offer seemingly similar services. There are numerous others who compete for the same jobs and clients. Personal branding helps you stand head and shoulders above the competition by highlighting your unique promise of value.”

---

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.