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What is Personal Branding and Why is is Important?

Date: 16 Oct 2008
Member: Greg Cruikshank


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A brand is the collection of ideas and images that convey the essence of a company, product, or service. Brands enable consumers to differentiate a company's products and services from those of its competitors. Corporations spend billions of dollars each.
What does that have to do with your career as a scientist? Using the same branding principles companies do, can help you better position yourself against your competition and decrease the time required to meet your career goals. Your personal brand is the collection of characteristics and accomplishments that make you stand out from your colleagues. This personal brand is a combination of how others perceive you and how you perceive yourself. As with corporate brands, a strong personal brand will increase your value in the eyes of employers.

What is the first step in developing your personal brand? Make a list of the qualities and characteristics that distinguish you from your colleagues. What have you done that makes you stand out from the crowd? What are your greatest strengths?

In the next posting, we will discuss how to use your list to start developing a strong personal brand.

Last Updated on 09 Dec 2008

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