What is "Personal Branding" and why is it important in your resume?

Personal branding is not just the latest catchphrase - it’s actually how you can show your professional personality.

“Personal branding is not about you. Its about putting your stamp on the value you deliver to others”— William Arruda, Personal Branding Guru.

Branding is more than just having a logo on your resume or a slick website. It’s about differentiation. What sets you apart from your colleagues or competitors? In a job search, it’s what sets you apart from other candidates.

Just as a business uses branding to show who they are, what they offer and what they stand for, a personal brand can do the same thing for you, portraying to an employer the value you can bring to a role and company.

So as part of your resume strategy, define your trajectory and implement your brand through all elements of your job search process by:

  • Identifying what is you do really well.

  • What are you complimented for often?

  • What are your best and brightest accomplishments?

  • What are you a specialist in?

  • What challenges get you excited to take them on?

  • What's the number 1 thing you bring to the table?

  • What makes you different from the next person?

  • Why should an employer hire you?

  • What is it that you value?

  • What are your strengths?

Once you have identified who you are and what you stand for, you can sprinkle your personal brand throughout your resume. And while you can include colours, graphics and logos to build your personal brand, it is more about fusing who you are through all aspects of your resume.

One way to instantly achieve this is to include key job titles or expertise descriptors that align with the role you are applying for next to your name.

John Doe - Transparent Leader | High-Performance Collaboration | Morale Optimisation

Jane Doe - Project Leader | Innovation Champion | Process Improvement Expert

In your Professional Summary, use words or notions tied to career goals and positive feedback you have received. Create a sharp and aligned statement that incorporates your personality and target work environment. For example, if you are known at work for being an engaged leader and are interested in working for an impactful company, include that language in your summary.

Create a Career Highlights section to showcase major accomplishments that reinforce the titles and summary statement you have written. You can even create an individual tagline to use in your professional documents and your LinkedIn, summary and page banners, other social media, blog posts, email signatures, and any other touchpoints.

Hot tip: It’s worth cleaning up your social media accounts and then start aligning with your brand when networking or commenting on posts.

By embracing personal branding and providing these insights to a future employer, it will set you apart from other candidates and grow your confidence, self-motivation, and relationships.

"The keys to brand success are self-definition, transparency, authenticity and accountability." Simon Mainwaring

Remember to be authentic and uphold your brand. We all know that you will be Googled or looked up on LinkedIn, so make sure what they find aligns with who you’ve said you are.

So what are you waiting for? Show up with how you add value and see if it makes a difference to your job search.

Need help? Please shoot me an email at

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