Personal Branding For Dummies
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Your professional branding statement communicates the essence of who you are in the workplace. Branding is a marketing concept and tool. Your brand reflects your professional reputation — what you’re known for (or would like to be known for). When your reputation is a good one, it includes marketable distinctions like positive characteristics and achievements. It's a way to stand out from the teeming masses of competition for the best jobs.

Breaking the concept into manageable pieces, professional branding statements explain:

  • Your specialty — who you are

  • Your service — what you do

  • Your audience — who you do it for

  • Your best characteristic — what you’re known for

Put all the pieces together, and you end up with something a little like this:

I’m a Computer Technology Manager and Biomedical Engineer keeping the machines running smoothly from desktop to the treatment room. Not for my health, for yours. — Chris Welch

You can use professional branding statements in many ways, including the following:

  • Incorporated into cover letters, online profiles, and other job search messages

  • Printed on the back of business cards

  • Incorporated in elevator speeches (really quick pitches)

  • Spoken in job interviews (“Tell me about yourself”)

  • Used in networking connections

An extra benefit of writing a professional branding statement is that doing so wonderfully concentrates your mind in answering the questions, “Who am I and why am I in this workplace?”

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