Creating a personal brand is not much different than what companies and corporations do to create their own branding.
The purpose of a brand is to quickly begin to gain the hearts and minds of customers. As a job seeker, it’s the same goal only your customers are potential employers.
In recent years, resume writers have begun to morph the traditional opening objective statement at the top of a resume into more of a Brand Essence Statement (BES). It’s like an elevator pitch – a concise proclamation that explains three things: (1) Your Who and Why, (2) Your Impact, and (3) Your Proof.
Your Who and Why
This statement could stand alone as your mission if need be. If you had one sentence to explain who you are as a professional and why you do what you do, this would be it.
Example 1: Someone Staying within Clinical Work
“Passionate dental hygiene clinician, driven to deliver the highest standard of care to patients of all ages and conditions.”
Example 2: Someone Transitioning (sales in this case)
“Confident dental sales marketer, committed to giving each client unyielding levels of follow-through and attentive service.”
Your Impact
This statement explains the rational and emotional impact you seek to make as a professional. This is the difference you make in the lives of those you serve – your solution to their problem.
Example 1: Someone Staying within Clinical Work
“Valued for ability to help patients make healthy decisions, address challenges with therapy, and live a quality life.”
Example 2: Someone Transitioning (sales in this case)
“Appreciated for insightful consultative client solutions that drive revenues, reveal cost savings, and manifest an undeniable return on investment.”
Your Proof
This final statement is designed to demonstrate or prove you have achieved. Your resume, interviews, and references should seek to provide the details that back this statement up. So while by itself does not give any metrics, it should allude to the fact that you are ready to present those.
Example 1: Someone Staying within Clinical Work
“Recognized by colleagues for exceptional attention to detail, meticulous care, and a compassionate heart that listens.”
Example 2: Someone Transitioning (sales in this case)
“Achieved many personal and professional milestones through academics, business objectives, and client success stories.”
When you put these three powerful statements together, you have successfully launched your brand. Beyond that, it’s time to walk the talk – put the brand into action. Thus, brand consistency becomes integral to your brand.
These aren’t just words to make you sound smart. They are values. And while no one is perfect – even to their own values – we still should be working toward them. These values should be what people say about you when you leave the room. They should be echoed when people leave feedback or testimonials, certainly as your references begin to describe to others who you are – your brand essence.
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Doug Perry is an expert resume writer and job search coach. He and his wife, Tracie, who is a dental hygienist, created GetHiredRDH in response to the challenging dental hygiene job market and have helped thousands of dental hygienists through tips and individual services. If you need individual, click here to contact Doug.
