•
month
This week, you will be creating an elevator speech that you can use to market
yourself to potential employers. A key component to any job search is the ability
to develop your brand. The steps for this assignment are listed below.
Part 1: Craft Your Brand
•
For this assignment, you will need the following documents pulled from your My
Compass to My Career portal.
o Crafting Your Personal Brand Workbook (Links to an external site.)Links to an
external site.
o Crafting Your Personal Brand Worksheet (Links to an external site.)Links to an
external site.
o Elevator Pitch Guide (Links to an external site.)Links to an external site.
( attached separately)
CRAFTING YOUR PERSONAL
BRAND WORKBOOK
CONTENTS
DISCOVERING YOUR PERSONAL BRAND ..................................................................................... 2
WHY BRAND YOURSELF..................................................................................................................... 3
WHERE AND HOW TO COMMUNICATE YOUR BRAND............................................................. 3
HOW TO START BUILDING YOUR BRAND .................................................................................... 5
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Revised 7.17.15
DISCOVERING YOUR PERSONAL BRAND
When it comes to personal branding, job seekers typically encounter two big hurdles: The first is the concept of
knowing how to ‘sell yourself,’ which makes many people uncomfortable; and the second is the fear many job
seekers have of defining themselves so narrowly that they exclude themselves from opportunities. While you may
want to say to an employer, “Just give me a chance – I can do anything!” this is not the most convincing way to
show your enthusiasm and eagerness to learn. That’s where this workbook can help.
Many employers today look to hire individuals who fit their teams in terms of knowledge, experience, skills, and
personality. They know exactly what they need when reviewing candidates, so having a well-crafted and wellpositioned personal brand can help you get noticed in a positive way.
A personal brand is a blend of knowing how your strengths bring value to the position and company for which
you are applying, because you understand the company’s business needs and how that position solves a particular
business problem.
Personal branding is how you communicate the value you bring to a job or a company,
setting you apart from other job seekers.
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Revised 7.17.15
WHY BRAND YOURSELF
Personal branding has become critical in today’s job search as a way to combat an increasingly competitive labor
market and navigate an overwhelming amount of technology. Branding helps you present a concise, consistent
message that helps employers notice you amidst other candidates with similar skills and experience.
BENEFITS OF A PERSONAL BRAND:
Helps you focus on the value you bring to employers and identifies the unique traits you bring to the
workplace.
Delivers an authentic message to hiring managers around your career goals and depicts who you are as
a professional.
Enables employers to see not only the skills you have but also the unique personality and character traits
you have to offer.
Helps you define how your personal vision for the future aligns with the long-term business objectives of
the hiring organization, effectively elevating your status from commonplace commodity to one-of-a-kind
package.
A useful methodology to apply when creating your brand is SOAR, which stands for Strengths, Opportunities,
Aspirations, and Results. Created by career planning experts Jacqueline M. Stavros and Gina Hinrichs, SOAR is
a strategic planning framework that focuses on strengths and seeks to align values and passion with opportunities
in your industry.
The nature of the SOAR strategic process helps you prepare your verbal, written, and visual brand as a living,
evolving, energy-creating part of your job search. The methodology invites you to discuss or journal about what
makes you valuable as a member of the workforce.
“The Thin Book of Soar: Building Strengths-Based Strategy” is available to purchase on www.soar-strategy.com.
WHERE AND HOW TO COMMUNICATE YOUR BRAND
Once you identify your unique value proposition, it’s time to tell the world. It’s important to educate the
employers you want to target with your new personal brand message. Include this brand message within your
cover letters, requests for informational interviews, social networking profiles, and other networking
opportunities. Branding becomes an equal part of your online and offline job search efforts as you interact with
people who can lead you to potential job opportunities.
Verbal and written branding will help you convey how you fit into your industry by sharing your strengths, career
aspirations, and the benefits you offer. By coming up with a concise, relevant message about your key
accomplishments, you’re better able to shape how others perceive you as an applicant. Consistency is key in
delivering your brand message.
WHERE TO TALK AND WRITE ABOUT YOUR BRAND
Improvise verbal branding at networking events and in interviews.
Customize written branding in resumés, cover letters, thank-you notes and follow-up letters, status
updates, social media profiles, and networking outreach messages.
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Revised 7.17.15
THE IMPORTANCE OF YOUR VISUAL BRAND
Visual branding is how you are perceived. Elements of your visual brand start with actions, attitude, and
wardrobe, and extend to include a consistent look and feel throughout all your job search materials, social media
presence, and more.
Everything from your body language, to the color and design of your resumé, to your email signature, to your
photos on your social media profiles play a role in your visual brand. If there are certain channels you wish to
keep private and leave out of your job search, be sure to set your privacy settings appropriately.
TIPS FOR VISUAL BRANDING
Choose a font, heading, formatting style, and professional voice to maintain a consistent look throughout
your materials, including resumés, cover and approach letters, thank-you notes and follow-up letters,
status updates, and networking outreach messages.
Perform a Web search on yourself and do a 360-degree assessment to know how your actions, behavior,
attitude, and wardrobe – both online and in person – are perceived. Hiring managers are probably doing
the same; therefore, if you see things that would prevent you from hiring someone, you should hold
yourself to that same standard.
If your industry is more creative, consider creating a portfolio website, blog, or online resumé. Potential
employers will expect you to show off your creative prowess.
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Revised 7.17.15
HOW TO START BUILDING YOUR BRAND
Answering the questions below will help you create a dynamic, concise, and consistent brand message.
(The following exercise is used courtesy of “The Thin Book of SOAR: Building Strengths-Based Strategy.”)
MY STRENGTHS
If you had to define the word “strength,” you would probably say, “A strength is something I do well.” The truth
is, however, that a strength is an activity that makes you feel strong. Strengths have the qualities of yearning,
restoration, and presence. For this exercise, only choose to list strengths that make you feel energized and eager.
PULL OUT YOUR UNIQUE AND AUTHENTIC STRENGTHS BY PROVIDING 5 ANSWERS EACH:
(Coaching tip: Dig deep, ask: “What else?”)
What work duties give you energy?
Which professional activities do you most look forward to doing?
What are some activities you find yourself yearning to do again or learn more about once you’ve
completed them?
What makes you unique? What makes you the best at what you do?
List 5 of your strengths and skills that get results.
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Revised 7.17.15
What did you accomplish in the past that you are most proud of? How does that reflect your greatest
strength?
MY OPPORTUNITIES
Examining what your target industry, company, or position needs from you helps you focus on how you can bring
value and benefits to your future employer.
DEFINE WHAT MAKES YOU ATTRACTIVE TO EMPLOYERS:
What opportunities for contribution and growth do you see in your industry?
How can you differentiate yourself within your target industry?
What benefits do you bring to a prospective employer? (i.e. How have you made money, saved money,
or saved time for your past employers?)
Identify 3-5 needs of your industry. How can you meet those needs? What pain points do you solve?
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Revised 7.17.15
What challenges do you help your organization overcome?
MY ASPIRATIONS
Exploring your values and aspirations for the future can align your daily mindset, behaviors, and attitudes toward
a compelling vision. Expanding your brand to include what you want to create for yourself and the community
can illustrate to employers what you will bring to the organization beyond skills, knowledge, or experience.
DISCOVER WHAT ALIGNS YOU WITH INSPIRING LEADERS:
What work would be the most compelling for you? (This would be work where you believe you could
make the most difference and feel motivated daily.)
What do you want to do? What kind of long-term difference do you want to make in your industry?
Reflect on your strengths and opportunities, where can you make a difference in this job or industry. How
can you contribute to this job or industry?
How does this job or industry align with your values? (i.e. Who do you want to become? What do you
care deeply about accomplishing or contributing?)
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Revised 7.17.15
MY RESULTS
Giving evidence of your accomplishments is key to showing employers how you can successfully deliver results.
Backing up your brand with ideas on how to generate results shows employers how you bring intelligence and
value to their business.
PINPOINT HOW YOU DELIVER RESULTS:
What are your quantifiable or measurable accomplishments? (i.e. When have you made money, saved
money, contributed to the culture, improved a process, policy or system, taken on additional
responsibility, increased productivity?)
What accomplishments would potential employers be most excited to hear about?
What makes you the best at what you do?
MY IMPACT STATEMENT
Looking back on the information you just generated, jot down what stands out to you. If your brand was a news
story, what would the headline be?
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Revised 7.17.15
EXAMPLE IMPACT STATEMENTS
PMP-certified project manager known for successfully leading multi-million dollar projects internationally.
Copywriter who crafts web content that goes viral.
Global Social Media Strategist driving successful campaigns on a shoestring budget. 800%+ ROI in the
past year.
Tax Accountant CPA specializing in family-owned businesses with revenues of $1 – 5 million.
Sales Trainer who builds high performing sales teams that align with corporate vision.
Impact statements are a great way to advertise your unique and attractive abilities in a memorable way. They can
be used at the top of a resumé, social media profile headline, and capture the reader’s attention in a cover letter.
Some job seekers even include them in an email signature or on a business card.
Use your notes generated above and craft an impact statement that includes your target job title plus a major
impact that differentiates you in your industry.
In New York, DeVry University Operates as DeVry College of New York © 2015 DeVry Educational Development Corp. All rights reserved.
Revised 7.17.15
CRAFTING YOUR BRAND MESSAGE – WORKSHEET
Personal branding will market your value in a clear, consistent, and attractive way and position you strategically
within your industry. Each question in this worksheet will help you work toward the construction of your own
four-part brand message. Examples are included.
1
Start by identifying your three most important strengths. In the context of your target job title (see
examples below). Write a sentence about these three unique abilities and strengths:
EXAMPLES OF STRENGTH-BASED BRANDING SENTENCES:
a. As a sales representative for the hotel industry, I am able to increase revenue by anticipating my clients’
needs before they do.
b. As a dedicated educator, I stimulate curiosity to make learning approachable & rewarding for all students.
c. As a human resources professional and catalyst for positive change, I have a history of engaging board
and staff members to generate new ideas and increase overall performance.
d. As a marketing specialist recognized for 20+ years of success in linking science-based achievements with
market needs, I provide high-performance organizations with significant financial rewards.
2
Add a sentence that connects your strength with an important opportunity in your industry. What
benefit or value do you bring to an organization? Which challenge or pain point do you relieve?
Write a sentence about the problem you solve.
EXAMPLES OF OPPORTUNITY-FOCUSED BRANDING SENTENCES:
a. I turn around stagnant revenues through my commitment to research, relationships, and revenue
enhancement.
b. I implement a unique teaching technique that successfully addresses individualized learning variables by
incorporating visual, written, and hearing applications in all material presentations.
c. I enjoy building and strengthening strategic alliances. I break down barriers and open doors for innovation
and profit with an unwavering focus on the ever-evolving need for cross-functional communication.
d. I am a pioneer in wellness and prevention programs and make a significant impact on disease
management and population health.
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Revised 7.17.15
3
Now, in one sentence, communicate your aspirations for your future. What exactly do you want to
do? Be specific.
EXAMPLES OF ASPIRATIONAL SENTENCES:
a. I am dedicated to implementing long-term revenue streams through research and relationships to meet the
demands of a globally competitive hospitality environment.
b. I am dedicated to co-creating a bright future for each student who enters my classroom.
c. I am passionate about guiding nonprofits, specifically those focused on youth empowerment, to achieve
new heights.
d. I am motivated to create a healthy community to enhance lives.
4
Finally, support all of this with your accomplishments; include the results you’ve produced. Share a
statement or two about what makes you the best at what you do.
EXAMPLES OF RESULTS-FOCUSED SENTENCES:
a. I get results: I unearthed a prospect list which included Fortune 1000 companies and many other valuable
contacts; and I turned cold data into warm leads by tapping into my loyal and trusting relationships with
key accounts and networking contacts. By quickly gaining access to decision makers, our revenue
increased 45 percent during my tenure and our average sales increased 17 percent.
b. I get results: I improved test results by 50 percent and decreased student drop-out rates by 25 percent.
c. I am adept at establishing policies, procedures and technologies that enhance efficiency, financial health,
and service for constituents.
d. I have led strategic and operational breakthroughs in proactive health informatics and communications
technologies, evidence-based prevention and care management products, and cost-effective health care
delivery systems
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Revised 7.17.15
5
Put it all together: Write your Strengths, Opportunities, Aspirations, and Results, or SOAR*,
statement by putting together the previous four sentences. This will create a cohesive, dynamic and
compelling statement that becomes the foundation of your visual and verbal brand:
EXAMPLES OF FINAL PERSONAL BRAND MESSAGES:
a. The Sales Ace Who Sets Records:
As a sales representative for the hotel industry, I am able to increase revenue by anticipating my
clients’ needs before they do. I turn around stagnant revenues through my commitment to research,
relationships, and revenue enhancement. I am dedicated to implementing long-term revenue streams
through research and relationships to meet the demands of a globally-competitive hospitality
environment. I get results: I unearthed a prospect list which included Fortune 1000 companies and
many other valuable contacts; and I turned cold data into warm leads by tapping into my loyal and
trusting relationships with key accounts and networking contacts. By quickly gaining access to
decision makers, our revenue increased 45 percent during my tenure and our average sales increased
17 percent.
b. The Teacher Who Uses Appealing Learning Techniques:
As a dedicated educator, I stimulate curiosity and make learning approachable and rewarding for all
students. I implement a unique teaching technique that successfully addresses individualized learning
variables by incorporating visual, written, and hearing applications in all material presentations. I am
dedicated to co-creating a bright future for each student who enters my classroom. I get results: I
improved test results by 50 percent and decreased student drop-out rates by 25 percent.
c. The Change Agent in Human Affairs:
As a human resources professional and catalyst for positive change, I have a history of engaging
board and staff members to generate new ideas and increase overall performance. I enjoy building
and strengthening strategic alliances. I break down barriers and open doors for innovation and profit
with an unwavering focus on the ever-evolving need for cross-functional communication. I am
passionate about guiding nonprofits, specifically those focused on youth empowerment, to achieve
new heights. I am adept at establishing policies, procedures, and technologies that enhance efficiency,
financial health, and service for constituents.
d. The Super Science Marketing Specialist:
As a marketing specialist recognized for 20+ years of success in linking science-based achievements
with market needs, I provide high-performance organizations with significant financial rewards. I am
a pioneer in wellness and prevention programs and make a significant impact on disease management
and population health. I am motivated to create a healthy community to enhance lives. I get results: I
have led strategic and operational breakthroughs in proactive health informatics and communications
technologies, evidence-based prevention and care management products, and cost-effective health
care delivery systems.
In New York, DeVry University Operates as DeVry College of New York © 2015 DeVry Educational Development Corp. All rights reserved
Revised 7.17.15
The SOAR framework gives you a structure to build a brand that uniquely and attractively positions your passion
and strengths with the needs and opportunities in your industry. By crafting a brand message using this process,
you create congruency with business needs, your ability to deliver on those needs, and shared values and vision to
give you an edge in an increasingly competitive job market.
In New York, DeVry University Operates as DeVry College of New York © 2015 DeVry Educational Development Corp. All rights reserved
Revised 7.17.15
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