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Identifying your personal brand

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Before you polish your résumé, set up a LinkedIn profile or order business cards, you need to identify your personal brand – and a job coach can help you with that.

“Your personal brand is who you are,” says Rhonda Peterson, a career transition coach from Columbus, OH. “It’s what makes you stand out from the crowd, what makes you unique.”

Peterson helps clients figure out where they are today (strengths, skills, experience) so she can help them leverage their expertise, transferable skills and passion to get them to their next position. “Knowing your personal brand helps you make a good match,” says Peterson. And this applies whether you’re employed or unemployed.

“When you’re in a job, you are reinforcing your personal brand, which can be effective in helping you keep the job you already have,” says Peterson. “When you’re unemployed, your personal brand is your story. It helps you remember that the job-search process is a two-way street. It has to be a good fit for you and the employer.”

Once you’ve identified your personal brand, market it consistently across all professional channels, advises Peterson. A good place to start is your résumé, your LinkedIn profile and your business cards.

Besides one-on-one coaching, Peterson also offers a six-hour workshop series that helps attendees:

  • Identify and market their personal brands
  • Understand how to make clear decisions and leverage transferable skills

The cost of the workshop is $200 and includes a workbook and a 45-minute coaching session. For more information, visit Stepping Stone Transitions.




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