Home' Trinidad and Tobago Guardian : September 16th 2014 Contents B3
Tuesday, September 16, 2014 www.guardian.co.tt Guardian
Your professional brand is communicated
throughout your resume, but especially with
opening and closing brand statements.
The first place you begin to establish a pro-
fessional brand is with your target job title -
where you consciously decide on the job that
best allows you to package your skill-sets and
create a professional brand.
TARGET JOB TITLE AND BRAND STATEMENT
Your target job title and brand statement
following it give the reader a focus on your
resume s purpose and goal.
The brand statement is a short phrase fol-
lowing the target job title that defines what
you will bring to this job.
It says in effect, "These are the benefits my
presence on your payroll will bring to your
team and your company."
Notice how the following brand statements
focus on the benefits brought to the job, but
do not take up space identifying the specifics
of how this was done. Professional brand state-
ments often start with an action verb such as
"Poised to" "Delivering," "Dedicated to," "
Bringing" " Positioned to" "Constructing."
• Pharmaceutical Sales Management
Poised to outperform in pharmaceutical
software sales repeating records of
achievement with major pharmaceutical
• Senior Operations/Plant
Dedicated to continuous improvement ~
Lean Six Sigma ~ Start-up & turnaround
operations ~ Mergers & change
management ~ Process & productivity
optimization ~ Logistics & supply chain
• Mechanical/Design/Structural Engineer
Delivering high volume of complex
structural and design projects for global
• Account Management/Client
Reliably achieving performance
improvement and compliance within
Financial Services Industry
• Marketing Communications
Consistently delivering successful strategic
marketing, media relations & special events
• Administrative/Office Support Professional
Ready, willing, and competent, detail-oriented
problem-solver, consistently forges effective working
relationships with the public
• Senior Engineering Executive
Bringing sound technical skills, strong business
acumen, and real management skill to technical
projects and personnel in a fast-paced environment.
CONSISTENT BRAND MESSAGING
You will integrate the building blocks of your brand,
your professional strengths, into the resume as you
write it. When you review and edit the complete resume,
check that all the messaging supports the central concepts
of your brand:
• Performance Profile
• Performance/Career Highlights
• Professional Experience
CLOSING BRAND STATEMENT
As we discussed earlier, you will occasionally see a
resume close with a third party endorsement:
"I ve never worked with a more ethical and consci-
entious auditor" Petra Tompkins, Controller.
Such an endorsement acts as a closing brand state-
ment: a bold statement clarifying the value of the product
(that s you, the brand).
It s a great way to end a resume. If you have just the
right kind of supportable quote, use it.
You can achieve an equally powerful effect with a
final comment of your own, a comment that relates to
your professional brand and is written in the first person
to make it conversational and differentiate it from the
voice of the rest of your resume.
Most resumes are written in the third person, allowing
you to talk about yourself with the semblance of objec-
Moving into the first person for a final comment at
the resume s end acts both as an exclamation point and
a matching "bookend" for the brand statement at the
beginning. For example:
"I understand customer service to be the company s
face to the world, and treat every customer interaction
as critical to our success; leadership by example and
conscientious performance management underlies my
department s consistent customer satisfaction ratings."
A TRUE AND TRUTHFUL BRAND
You have to be able to deliver on the brand you create.
It must be based on your possession of the technical
skills of your profession, those transferable skills and
learned behaviours that you take with you from job to
job, and the core values that imprint your approach to
It is all too easy to over-promise, and while the
employer might be initially attracted by the pizzazz of
your resume, whether or not you live up to its value
proposition decides the length and quality of the rela-
If a box of cereal doesn t live up to the brand s hype,
you simply don t buy it again; but sell yourself into the
wrong job with exaggerations or outright lies and it is
likely to cost you that job, plus the possibility of collateral
career damage that can follow you for years.
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