Seven Steps to a Rewarding Transitional Career: Getting Work in a Tough Economy

Step One:

Create Your Personal Brand

Wikipedia defines a brand as "a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes... that convey the essence of a company, product or service." It goes on, "Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service. A brand serves to create associations and expectations. the key objective being to create a relationship of trust."

Consumer marketing professionals know how to create a brand. They determine product features that will get the buyer's attention; they want their product to stand out from the crowd. That's exactly what you have to do—be recognized ...