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Personal Brand Is Important In a Resume

Updated on October 26, 2016
Patty Inglish, MS profile image

Ms. Inglish is an award-winning Employment & Training pro with regional records and tens of thousands placed into gainful employment.

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Your Personal Brand

You can make your resume information and formatting stand out from all the rest submitted for a job by exerting a solid, superior, recognizable personal brand.

Donald Trump was a master of branding, at least for several years, in industries ranging from real estate and beauty pageants to bottled water (Trump Ice). Swimmer Michael Phelps is a better example these days. His individual brand tells us that he is a winner and a person who overcomes obstacles to achieve astounding results where others might fail. Follow these examples in a way that is appropriate to your career in your own life.

Your individual brand should shine through strongly in your resume, which is actually a commercial for your talents and benefits to new employers.

People that watch your personal brand commercial in your resume and cover letter include HR representative, resume screeners on the higher levels of clerical staff, hiring officers, supervisors, department managers, company owners, and personnel recruiters that sift through and scan thousands of resumes each day.

Many of these resumes are loosely written, even by some professional resume writers, lack any kind of pattern that would show a clear personal brand.

An Effective Brand Stands Apart.

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The Look of Formatting is Important

Professional resume writers are frequently charging $100 and more per page and crowding everything onto a single page so closely as to be unreadable at 8-9 pt. font size and no figure-ground contrast (print vs. white space). This is not good for branding.

I recently read one such resume in which the worker's education was crowded into the end of the contact information as an afterthought. The margins were only 0.3 inches wide and an electronic resume scanner, with the unfortunate result of a definite discard, would have missed vital information.

The employer is purchasing your time when he or she hires you for a job and you begin working for a company. These hiring authorities want the most for their dollar paid and a uniquely crafted brand, clearly shown in your resume, will help to ensure them that they will receive the top value from your potential contribution to their companies.

Personal Presentation is a Brand

It is a presentation that reaches out and grabs the reader by the shoulders in a captivating engagement.

It tells the reader how much more you can do for his or her company than the other they are considering for a job.

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What Makes Your Brand?

  1. Good manners under-girded by self-confidence, self-respect, and a high quality product to offer employers (see number 4 below).
  2. Forthrightness and discretion. This includes the ability to refrain from engaging with detractors that have secondary motivations in mind and those that may wish to ingratiate themselves to you for secondary gain.
  3. Overall proactive personal behaviors and character: Consistency in all settings. You are the same high-quality person no matter where you go or who you are among (unless you are undercover in law enforcement), that being a clearly defined set of values and attitudes, with allowance for areas to be adjusted and improved with experience.
  4. A good product to offer employers: Skill sets that are clear and improving with time: e.g., logic, thinking, problem solving, pattern discernment, concentration, memory, ability to see details and the bigger picture; clear communications; ability to use technology and to adapt to new ideas and tech advances; friendliness without gullibility, malleability, or inclinations to gossip. Also included are practical work experience and transferable skills, adequate education either through formal programs or through daily learning, the ability to do a job well, the willingness and desire to advance in position, and others you may be able to identify. You must be productive and help change an employing company by increasing their business income or number of clients served in a positive manner in the non-profit world, etc.

Timetable for Branding

Learning and creating your brand are life long activities that do not stop. You may have several levels of branding throughout your career.

That could be over 100 years for some individuals (I know of a 100-year-old waitress that called in a short local radio broadcast from the diner for years - I already understand that this is not the norm.). Continuous improvement is a vital goal in the world of work in the 21st century.

Your own brand will become better established, of a higher quality, and more recognizable over time as you learn, incorporate new information and experience, and mature. This does not mean simply aging, however, or simply putting in time on a job.

You must increase your value to employers by helping them attain goals and, yes, to make more money in the for-profit world of work and business. These attributes must be clear in your resume. This requirement is the reason that resumes must focus on achievements and targeted required skills, rather than on job descriptions and on listing the duties of a job.

© 2008 Patty Inglish

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    • Patty Inglish, MS profile image
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      Patty Inglish 5 years ago from North America

      It must feel like an impossible situation and as you say, don't give up.

    • dmop profile image

      dmop 5 years ago from Cambridge City, IN

      I rework my resume a bit for every job and feel that I have a very strong and apparent personal brand, but somehow keep getting overlooked. I try to remember what I looked for when I was doing the hiring, and try to make my resume stand out, though it hasn't been helping these last several months during the job search. As I wrote about in a recent Hub I keep hearing over qualified or not qualified. I will keep at it though as I have never been one to give up easily.

    • Patty Inglish, MS profile image
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      Patty Inglish 5 years ago from North America

      Branding is really important in order to stand out from the crowd. Thanks for your comments, Cyndi10 and Kathleen!

    • profile image

      Kathleen Kerswig 5 years ago

      Great hub! Voted up. People don't always realize how important it is to develop that Personal Brand. Nowadays, I think it's one of the most important things to focus on. The struggle can come when a person doesn't really know who they are or if they define themselves as so many different things that they are confused and disconcerted. That's one of the main issues I run into with clients I am coaching. They never thought about these things before.

      Thanks for sharing this!

    • Cyndi10 profile image

      Cynthia B Turner 5 years ago from Georgia

      This if full of such relevant information. People overlook the need for a personal brand, regardless of what profession we are in. It's not just for celebrities. I never considered how to actively make that brand apparent in a resume. Glad you wrote this. Sharing.

    • TheLadders profile image

      TheLadders 7 years ago from New York

      Hi, Patty. You’re absolutely right that a resume is an advertisement for your personal brand, and it should be tailored as carefully to your audience as any other ad. Your tip #4 for “What Makes Up a Personal Brand?" is full of useful information about the sort of “product features” a hiring manager will want to see advertised. I look forward to continuing to see your contributions.

    • profile image

      Scott Scanlon 8 years ago

      great article and overview will check out one and two of the series.

    • Patty Inglish, MS profile image
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      Patty Inglish 9 years ago from North America

      Thank you Thank you! I'm glad to have a brand that is recognizable. It took me long enough in life! Earth Angel will be forever successful in all ways, and blessed. Thank you for having a strong brand and letting it shine adn become larger by increments daily.

    • Earth Angel profile image

      Earth Angel 9 years ago

      I LOVE the Patty Inglish, MS brand!! And everything about it!! Another GREAT Hub Patty!! I soooooooooo agree about branding!! It's what I do with Earth Angel every single day without stop!! Thank you so much for all your contribute to the wonderful world of HubPages!! Blessings to you and yours Patty!! Earth Angel!!

    • Patty Inglish, MS profile image
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      Patty Inglish 9 years ago from North America

      yarntales - I found your blog and I like ti!

      highwaystar - thanks for suggesting the personal stories. That will work nicely!

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      highwaystar 9 years ago

      Patty you've added a great power-packed punch, you definitely need to stand out from the crowd...also need to express your abilities as a solutions person, best way is to demonstrate this in personal stories...talk about how you've successfully achieved results and tie this in with the company!

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      yarntales 9 years ago from NY

      Great article! You have me convinced I need to develop a brand. I happen to be job hunting at the moment so this is a very timely hub for me. I will be back to read more of your work.