When you hear the brand name Ford, Kraft, Coke, Aspirin, or Pampers, etc., your mind automatically creates an image of the company's product because you are familiar with the name. That is one-word branding. When you see MD, CPA, DDS, etc., after a person's name you immediately understand what the person does. But when you see the name of a person you don't know, with no clue about him or her, you have no idea what they do, unless they are a celebrity.
When it comes to writing a personal brand for a resume it can be difficult to convey the message in a way that is, crisp, clear, and understandable without creating a mini-biography. Yet in resumes it's important to quickly enable the reader to understand what you do and to create interest in reading the rest of the resume message.
Because you are probably not well known, it's important to concisely say what you do and add a summary value added statement to piqué the reader's interest. The value statement provides the marketing 'hook' that excites the reader's interest.
"And there's more", he said. The reader also wants to know what you are good at doing. This can be accomplished in a tabulated list of your core competencies. The list should contain the most important skills (key words) required by the position being applied for at a bare minimum. This is necessary for ATS scoring.
Once you have captured the reader's interest in 5 seconds or less you can focus on the accomplishments and results of your work. These details are the primary values you bring to the hiring manager and are the reasons you will be called for an interview. The better able you are at providing quantified business value you bring, the stronger the motivation to interview you.
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