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Tell Me About Yourself by Katharine Hansen

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CHAPTER 8

TELLING STORIES TOCOMMUNICATE YOURPERSONAL BRAND

Personal branding, an emerging trend in career-marketing communication, is variously defined as image, reputation, connection, a promise of the unique value of a product (you), and expertise. Randall Hansen, publisher of the career-development Web site Quintessential Careers, writes that “branding is the combination of tangible and intangible characteristics that make a brand unique. Branding is developing an image—with results to match.”

Branding (some call it self-branding when talking about individuals) is essential to career advancement because it helps define who you are, in what ways you are a great performer, and why you should be sought out. Branding is about building a name for ...

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