Saturday, December 5, 2009

Creating Your Brand Statement: Putting it all together

In previous posts about the importance of a personal brand, we concentrated on how to create a personal brand using web tools such as Facebook, LinkedIn, and Twitter. Now it’s time to create your own personal brand statement. A brand statement will help your cover letter or resume stand out from thousands of others! In the next several blog postings, I will share information with you taken from leading personal branding expert and career advancement coach, Robert Allen Paul, and his “Company Of One” presentation at Buena Vista University. I would recommend his valuable message to every student. (Part I: Your Brand Part II: Core Competencies Part III: Brand Attributes Part IV: Brand Identity Part V: Brand Promise
Part VI: Brand Vision Part VII: Brand Loyalty + Brand Equity Part VIII: Brand Statement); Part IX: Putting It All Together:

Putting it all together…
If you want to create a cover letter that actually compels prospective employers to open and review your resume, you can apply the principles you’ve learned, incorporate the brand components you’ve developed, and try something like this:

Dear Mr. Roberts:

You don’t know me. We’ve never met. But your niece, Jenny Jenson, thinks we should. As a junior at Acme University, I’ve begun exploring career opportunities and requesting informational interviews. Jenny really respects your experience, so I’m reaching out to request your guidance.

Over the past twenty years, I’ve developed a talent for concise, critical thinking. I’m inquisitive, strategic and self-motivated, so I believe I can offer the right company an opportunity to maximize project results with a minimum of supervision.

My objective is to eventually earn a role as the chief marketing analyst for a category-leading packaged goods company. Jenny and I think that sounds a lot like Central Foods, so I’m wondering: Am I on the right track?

If you could spare thirty minutes anytime on March 9 or 10, I would sincerely appreciate it. Unless I hear from you beforehand, I’ll call during the week of February 27 to discover your interest.

Thank you for your consideration.

In case you haven’t realized it yet, Robert Allen Paul’s “Company Of One” is not just another “you can be whoever you want to be and succeed” program. It’s a “you can be exactly who you are and succeed” program. It doesn’t take a genius. It doesn’t take a marketing degree. All it takes is a clear understanding of who you really are, what you really do, how you do it differently from everyone else, and the benefits of that difference to your customers.

You are already unique. You are already a power to be reckoned with.

You are a Company Of One.

Robert Allen Paul has graciously shared his contact information with me to post in this blog. If you would like more information, or sample letters, send an email (linked below), and mention my name, Denise Beebe. You can also purchase his book, or the e-version of his book that contains a workbook through his website, linked above.

Robert Allan Paul
PresidentCOO, Inc
8242 Turtle Creek Boulevard
Minneapolis, MN 55375

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