When I think about 'branding,' it conjures up an image in my mind of a mark or tattoo that implies ownership, as in branding cattle. I also associate it with company slogans or branding of products, such as Ford's "Quality is job one!" or Budweiser's "The King of Beers." Many people make the decision to buy a product because they've bought into the concept created by branding. Their perception is if they buy that product, they know what we can expect to receive in return. Personal branding isn't that much different, if you think about it. Having a brand means communicating what makes you unique, and like product branding, it has been around for a long time.

If there is one thing you can do to improve your chances of getting a job, it would be to develop your own brand statement. Your brand statement may come down to as little as three words. To figure out your brand, you need to take a serious look at your existence, your values, passions and strengths. Self-reflection can be an uncomfortable process, but it should help you to build the confidence you need to create and sell your brand. Joshua Waldman, author of Job Searching with Social Media for Dummies, stated, "Personal branding is the culmination of your actions; it's an image that marks you as a brand. It is you, the entire package, outside and inside, in the sense that you're unique and distinguishable from others." He goes on to state, "Personal branding has a lot to do with the emotion someone feels when he or she thinks about you (something you can't control) but is rooted in self-reflection and integrity (something you can control by regulating your behavior on and offline and by presenting yourself conscientiously)..."

Social media has become the impetus for so many things including personal branding. Nowadays everyone has an online reputation, whether you want one or not. It's better for you to take ownership of your reputation and brand yourself before someone else does. Personal branding isn't just about you making yourself look good online. It is more about being who you say you are and your ability to communicate that message effectively and consistently. When people meet us, they make impressions based on our in-person brand — the way we act, talk, dress and who we think we are. Online brand elements are used to show people who don't know us in person who we really are. So, our online brand presence is perceived by the way we act online, the way we talk online (and how often) and the way we present ourselves. Our online presence needs to be consistent so no matter where someone looks for you, you will always appear in the same light.

Changing your online image, your style of messaging, your look, etc. will differentiate you from other potential job candidates and will show how you are unique or different and what you stand for. That way, if an employer takes a chance on you based on what your brand represents to them, they will know exactly what they can expect to receive in return.

Need assistance? Drop by the Career Services office in Room D1063. The Career Services staff are available to assist you on an individual basis. Visit the office to arrange an appointment or call 519-452-4294. Check out www.fanshawec.ca/careerservices for student and graduate job listings. Join the Career Services Facebook group at tinyurl.com/fanshawecareerservices.