How To Get The Job You Want: Brand Yourself

Craft a Killer Resume By Branding Yourself

Brand yourself in your resume
Resumes have traditionally consisted of a list of professional qualifications and accomplishments. However, branding statements in a resume are becoming more popular with hiring decision-makers than objective statements. Jobseekers today need to establish a brand by targeting their resume for a specific employer. This process should create a career identity and image in addition to showing your authenticity, essence and passion. Several specific techniques exist for creating a brand on your resume, including the headline, branding statement, appearance and message.


Branding within the context of a resume is essentially a promise that you are better than your competitors. It consists of a combination of characteristics that make you unique, including tangible and intangible qualities. Branding develops an image upon which you must deliver to be successful.


Place a headline at the top of your resume identifying the type of job you’re seeking. The following are typical examples of resume headlines:

  • Senior Program Manager
  • Top Sales Professional
  • Marketing Director
  • Senior Executive

Branding Statement

The branding statement in your resume is a punchy statement similar to what you would expect in a commercial. It should immediately tell an employer who you are and what you can offer. A branding statement should also provide your promise of value, including your professional reputation and the qualities that distinguish you from other candidates. Think of a branding statement as a sales pitch for yourself that consists of your personality and professional skills.

Your branding statement therefore should answer the following questions:

  • What are your most significant personality traits?
  • What qualities make you distinctive?
  • What problems have you solved?
  • What have you accomplished?

Use your branding statement at the beginning of your resume and allow it to guide additional branding activities in your resume. You’ll often combine your branding statement with your resume headline. You should also include your branding statement in other career-marketing communications such as your blog and Web site.

Assume for this example that you’re a senior program manager. Your branding statement might say something like the following:

Provides expertise in multiple disciplines such as program management, product development and project management. Consistently delivers solutions that produce bottom-line results.


A resume should have a distinctive appearance which you will use in all of your communications with prospective employers such as business cards, cover letters, portfolios and thank-you letters. The purpose of this practice is to brand you by providing you with a consistent look. Employers should come to associate this look with you.


Weave a consistent message throughout your resume that doesn’t contradict the image you wish to present to an employer. Each word in your resume should support your desired brand.


Want some more ideas/information? Start by taking a look at things from a marketer’s standpoint in John Pelier’s “Inbound Marketing Techniques for Personal Branding