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I Just Graduated - What Should I Brand Myself As?

Dear J.T. & Dale: I’ve been hearing a lot about the need for workers to develop their personal brand in order to get ahead professionally. I just graduated from college and have never really worked in a professional environment … so how can I possibly “brand” myself? — Seth

J.T.: You are right — this is a hot topic, and something workers of all ages and experience levels need to consider. These days, you need to know how to differentiate yourself in the workplace — young people especially.

Dale: I recently interviewed the head of human resources for Proctor & Gamble, the company that is the greatest creator of brands, and I asked him about his “personal brand.” Guess what? It was clear that he had never given it a thought. So, does that mean a “brand” doesn’t matter? No. Because really a brand is just what you’re known for. And even if you’re just starting out, you can help shape the impression you make.

J.T.: You can use the values, strengths and interests developed in your school experience as your foundation. There’s a great resource that can come in handy: it’s www.personalbrandingblog.com, a site dedicated to the subject of creating a personal brand, run by Dan Schawbel, who developed the personal branding methodology after recognizing its importance when looking for his first job. He ended up with the company he worked for creating a job just for him.

Dale: You start by asking yourself what you’d like to be known for — creativity? mastery of technical data? — and then you find ways to reinforce and communicate that specialty. If you’re skillful, you help your employer create a job that lets you do more of what you love doing.

Jeanine “J.T.” Tanner O’Donnell is a professional development specialist and founder of the consulting firm jtodonnell.com. Dale Dauten’s latest book is “(Great) Employees Only: How Gifted Bosses Hire and De-Hire Their Way to Success” (John Wiley & Sons). Please visit them at jtanddale.com, where you can send questions via e-mail, or write to them in care of King Features Syndicate, 300 W. 57th St, 15th Floor, New York, NY 10019. © 2008 by King Features Syndicate, Inc.