"Bravo Kristina! Great summary of personal branding.
I am a personal brand coach (and self-proclaimed brand evangelist). I am the author of Branding Yourself After Age 50, a book that was recently presented at the National AARP convention. I wish there were another phrase to use instead of personal branding, so that there would be less resistance to the idea of self-promotion. I started my career 28 years ago as an electrical engineer and really understand the reluctance to embrace this concept.
There are a couple of areas that should be emphasized: Personal Branding is about being authentic. Identifying (1) your vision—what do you really want to do? (2) What makes you different and special?—If you pursue an area of interest (vision) what is it about yourself that separates you from all of the other people competing for the same opportunity? (3) What is your value proposition or unique selling proposition? Personal branding will help you to clarify and communicate what makes you different and special in order to guide your business and career decisions. So when you go to the interview, you are clear about what you want. You are not just pursuing meaningless work – but something that you have genuine interest in and talent/skills to perform. You are able to engage the interviewer because not only are you interested in the work, you have value that you can add to the position (unique attributes) and (major point) you understand how the value that you add will make their business better.
Always remember, the question that the interviewer really wants you to answer is “what’s in it for me (my company)? How can you help my company improve the bottom line—especially in this economic climate?"
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