Telling Your Career Story

Beginning a job search, whether you want to stay within your industry or are looking to change professions, can be overwhelming to say the least. And, if you are a little more mature in your professional experience, it can feel impossible. Where do you even begin when writing this next chapter of your career?

Start by creating your personal brand.

Branding in the marketing world is the strategic creation and communication of a company’s identity – its values, promises, and visual expression, which build recognition, trust, and emotional connection with an audience. In short, it tells a story of the company and its people.

Creating a resume (and portfolio if your line of work requires it) is an opportunity to do the same thing. Personal branding is the intentional expression of who you are, what you stand for, and the unique value you bring to your new employer. And no, you don’t have to be a designer intricately choosing all the right colors and fonts to get your personal brand across!

This type of branding is about making the most of the limited time you have an employer’s attention to show them who you are and the value you bring. Designing your personal brand can help you stand out authentically and strategically. As an HR professional, I can attest to the fact that many candidates have great skills and experience, but fewer know how to represent themselves as a whole person beyond the resume bullet points.

Key elements of a personal brand include:

Brand Identity – Your Professional Voice & Presence

Identity includes how you communicate, your resume tone, your online presence, and the way you show up for interviews. How you show up indicates how genuinely interested you are in the company and role.

Brand Positioning – Your Differentiators

What are your strengths? Your areas of expertise? How do you stand out in your profession? Separating yourself from other candidates is challenging when you don’t know the qualifications of your competition, so don’t focus on them – focus on you! You know where you excel, and bragging is okay in this instance.

Brand Promise – Your Reliability & Results

Brand promise describes the value you reliably deliver. It’s what others can expect from you in every situation. A promise can include consistency of behavior not only when things go well, but also in stressful or uncertain situations. It can also include your commitment to collaboration, problem-solving, and the results you produce with dependability.

Brand Personality – Your Professional Style

Personality includes the traits, qualities, and emotional characteristics that represent how you show up in your professional life. This is the “personal flavor” of your brand – your natural style, energy, and tone that others experience when working with you. Personality goes far beyond a cover letter and resume, although it starts there.

Brand Experience – How People Feel Working with You

This is the overall impression you give others through your everyday interactions, conversations, and collaboration. It’s how people experience working with you, and it reflects the cumulative effect of your communication style, behaviors, dependability, and the environment you create for others.

Creating a strong personal brand isn’t about reinventing yourself or pretending to be someone you’re not. It’s about gaining clarity on who you already are and what you bring to the table, and clearly communicating that with confidence to potential employers. When you define your strengths, values, and the experience you create for those you work with, you can navigate a career change like a pro.

You can receive an e-copy of my Personal Branding Workbook when you participate in a free 15-minute consultation to explore if personal brand coaching is a good fit for this season of your life.

If you’re sensing it’s time for a job or career change, coaching can help you move intentionally toward the future you want. Let’s get started creating your personal brand and locating the career path that aligns with who you are and where you want to go.

Schedule a Consultation