{{B}}Personal branding{{/B}}
Today's society is geared increasingly towards the individual, and that means you have to find ways to stand{{U}} (31) {{/U}}from the crowd in order to compete. Developing your personal brand is one way. Branding has moved a long way{{U}} (32) {{/U}}it meant simply building recognisable product names. Brands now represent whole worlds of meaning. And that's just{{U}} (33) {{/U}}you need to do if you want to be visible among the masses.
'We live in a competitive climate, not least in the world of work,' says Helen Trevaskis, identity consultant for brand consultancy Smith and Milton. 'Employers are{{U}} (34) {{/U}}just looking for skills, but for different qualities too. More young people have degrees, and you'll find many other candidates with the{{U}} (35) {{/U}}skills and qualifications as you.' Personal branding is a form of self-presentation, but it must be done naturally, making it more{{U}} (36) {{/U}}just superficial. 'You need to{{U}} (37) {{/U}}a good look at yourself and ask fundamental questions,' says Trevaskis, 'such{{U}} (38) {{/U}}, who am I? What are my strengths and weaknesses? From the answers, decide where you want to be positioned in the world, and precisely{{U}} (39) {{/U}}you want others to see you.'
Over time, you can learn to create your own brand identity to make{{U}} (40) {{/U}}more memorable. It's a particularly useful exercise at times of change in your career.