Building your brand

Never before has personal branding been so mainstream. The Internet makes it possible for everyone to establish a brand, and if you don’t know what yours is, now is the time to find out.

Experts such as Dan Schawbel, the author of “Me 2.0: Build a Powerful Brand to Achieve Career Success,” define personal branding as how we market ourselves to other people. Your brand should be strong and memorable enough to set you apart and to make a positive impression on people you don’t know.

Show You Can Do the Job “Personal branding serves as career protection in uncertain times,” says Mr. Schawbel. “It’s also a critical tool for reinventing yourself because you can leverage the reputation and skill set you already have to prove you have the ability to do the job you want.”

So how do you create a personal brand? Start by understanding where you are in your career and where you’re going.

How Are You Perceived? “The personal brand is, first and foremost, about the person,” says Mr. Schawbel. “The clearer you are about your destination, the easier it will be to communicate why others should pay attention.”

Become familiar with the tools, including online communities, of your industry, and make sure your presence on all of them is always updated to consistently and accurately reflect your brand, YOU.

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