Think of Coca Cola. Do you have a picture of a can of Coca Cola clearly in your mind? What do you see? Red and white/silver aluminum can with distinctive lettering. Now picture a glass of Coke, just an ordinary glass with a dark colored beverage inside. It could be Coke, but it could also be Pepsi; it could even be root beer.

If the ‘resume’ of Coca Cola just talked about a carbonated soft drink in general terms, and didn’t relay the unique taste, the secret formula that creates the taste, the color of the can and distinctive script that identifies the Cola Cola brand, the general public would murmur a collective sigh of ‘ho-hum.’ There are many carbonated soft drinks on the market today, why should they try Coca Cola?
Hiring managers might feel the same way about an executive candidate if the candidate is not strategically showcasing his or her unique talents and skills in the resume. Executives need to clearly communicate their brand—the impressive things they have done and the unique person they are. As a Certified Professional Brand Strategist I believe a successful resume has everything to do with branding. Understanding a candidate’s personal brand is key to helping them get the job they want because it distinguishes them from the competition. A good branding statement in a resume should include exclusive value, attributes, and competitive advantage blended with a successful work history.
How do you create a branding statement? Tell your story in a succinct way that captures your value. Let’s go back to Coca Cola for a minute. Their brand has developed from marketing a single product to multiple products, and as important—the ethics and standards that the business represents. With your brand, companies and hiring managers are buying the standards you have set and consistently delivered. Paint a picture in the mind of the reader with your success stories.
Three additional benefits to creating your brand by telling your story:

  1. Leverage the information in an interview. These same stories can carry a candidate through some of the most challenging interview questions, because they already have the answers (or a portion thereof) in their back pocket. They have a story to tell that can help them present as a solution to a company’s problem.
  2. Social media profiles. Candidates can use an executive branding statement as a basis for a social media profile. It should not be exactly the same as in the resume, however, can be the starting point for creation of a strong online profile.
  3. Professional bio. The foundation of a professional bio can be seeded from the executive branding statement.

A good stand-alone brand statement is quite versatile. Creating an executive brand will increase your market value.

About Louise GarverLouise Garver

Louise Garver, coach with BlueSteps Executive Career Services (BECS), has guided executives across industries and disciplines to land their ideal position in less time while maximizing their compensation. She would be happy to share this vital information with you! Energize your search and learn how to navigate easily the complex job market with her step-by-step online and offline job search system.

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