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The Complete Idiot's Guide to Branding Yourself by Sherry Beck Paprocki, Ray Paprocki

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Chapter 5
Brand Identity: Starting with Your Resumé
In This Chapter
• Using your brand identity to create your resumé
• Designing the best visual cues
• Creating your portfolio
• Writing a cover letter
Your personal brand identity is the visual and verbal way you present yourself. Consider, for example, the well-known brand of Ben & Jerry’s Ice Cream. It’s easy to recognize Ben & Jerry’s in the ice-cream freezer at your local grocery store because its visual packaging stands out. As Ben & Jerry’s established its visual identity, the company chose an image of a spotted Jersey cow. That image, as well as the unique verbal cues used in naming their products—consider Cherry Garcia ice cream named after the late Grateful Dead guitarist Jerry Garcia—have ...

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