Your Personal Brand: How to Identify It


Establishing your personal brand is a key to success for your job search. How do you identify yours?

With the changing job market, establishing your personal brand is the latest key to success for your job search. Now that you’ve learned how to create your personal brand and how it sets you apart during your job search, now it’s time to identify what exactly it is.

How do I Identify My Personal Brand?

Believe it or not, you actually already have a personal brand. Hopefully before you updated your resume you inventoried your skills, abilities, accomplishments, values, interests, etc. If not, that is where you want to begin. Your brand is a combination of how you are unique, what you want to do and how the company will benefit from this.

Ask these questions:

  • What am I known for?
  • What is my expertise or what am I an expert at handling?
  • What do I do better than others and enjoy doing?

You can start identifying your brand by noticing the trend in the things you have done for other companies that you enjoyed doing and became known for.

Picture your boss holding a box that contains a problem or situation. The boss is looking at you and your peers and asking himself, “Who is the best person to take care of this problem or situation?” What is the problem or situation in that box where you are the best person to give “it” to?

The “it” should be something you enjoy doing and you should have at least three separate examples that support your claim at being good in this area.


Start to write down ideas that come to you as you review the list of accomplishments you documented. Do not edit the words or ideas; just let them flow.

Once you have jotted your thoughts, verify that they can be supported by at least three separate accomplishments. If what you did was fabulous but you only did it once at one company, that is not your brand.

Then start to form your Personal Brand Statement which is 3-4 lines long. When I am working with clients to identify theirs, I make sure I have a blank MS Word document open so I can type in the various words and use the thesaurus to see if there are better words that more concisely communicate the idea.

Once you have a tight Personal Brand Statement then find the most powerful concepts to create your brief your tag line (no more than around seven words).

Test Your It Out

Now try out your Personal Brand Statement and tag line on someone else to be sure it “works.” Ask the other person if your statement and tag are clear and clearly communicate your audience, your value to the audience, what you want to do, and how you are unique at it.

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