Book Reviews

Building Your Personal Brand — New E-Book Available from IEEE-USA

By Paul Lief Rosengren

In his new IEEE-USA e-book, Career Transitioning 101 – Book 4: Tell Me About Yourself, Dr. Robert Danielle focuses on your personal brand: why it is important; its benefits; and how to build and maintain your brand. He provides insights, tools, tips and anecdotes to help you plan, design and create your own brand. As he writes in the introduction, “Your personal brand is a combination of your reputation, and the value you bring to current and future employers,” and “the tool and fuel that helps drive professional growth and career success.”

Danielle feels a strong personal brand allows you to respond confidently (whether at a cocktail party, or in a job interview) to the prompt, “Tell me about yourself.”

The author starts by discussing iconic corporate brands like Nike and McDonald’s and then explains that each of us has a brand — what makes one different and special.  Your brand exists whether you know it, or not; and whether you consciously build one, or just let it happen.

Danielle’s book outlines the many benefits of a strong personal brand such as:

  • Differentiating you from the crowd
  • Giving you more control of your career
  • Establishing you as an expert
  • Increasing your perceived value
  • Attracting new opportunities
  • Turning your “fans” into promoters
  • Providing a career safety net

Danielle suggests using the three Cs of branding when building your personal brand: Clarity, Consistency, Constancy.

  • Clarity Strong brands are concise, powerful and clear.
  • Consistency Brand messaging needs to be consistent everywhere: on social media, your LinkedIn profile, websites, bio and resume, business cards, communications, presentations — even your introductions at meetings. As Danielle notes, “The more consistent the message, the more the message is learned and reinforced.”
  • ConstancyA consistent message is critical, but just as in advertising and marketing, the message must be heard repeatedly by the right people.

The author recommends taking stock of your current brand by talking to trusted peers or  mentors. Further, Danielle advocates doing a personal SWOT analysis. He advises using changes from the typical business SWOT, such as focusing on “areas to improve,” instead of “weaknesses”; and “challenges,” instead of “threats.”

Danielle also encourages readers to google themselves every three to six months. He noted he is regularly surprised by colleagues who google themselves and are stunned by what is there — and what is not. The author argues that if your brand “is underselling your experiences and skills, it’s well worth it to invest some serious thought and energy into crafting your career story.”

He also believes it is critical to understand your target audience and your goal for a personal brand. Danielle proposes that you use your goal as “your North Star, compass, or lighthouse can guide you. Something you can work backward from, to help create the steps needed to get where you’re going.”

Danielle stresses that any personal brand must be exactly that — personal. It should be unique to you and authentic. He concludes, “It’s vital that you truly identify with your brand statement. If you don’t believe it, neither will anyone else.”

Career Transitioning 101—Book 4: Tell Me About Yourself is free for IEEE members at the IEEE-USA Shop, as are other books by Dr. Robert Danielle on issues such as ageism in the workplace, career transitioning, and maximizing opportunities in the workplace. Non-members pay $2.99.

Dr. Robert Danielle is an expert in the areas of career transitioning, leadership development and change management. He currently works as Manager, Learning Solutions for Amazon Mechatronics. He has held strategic roles in the media, technology, government/military, higher education and e-commerce.

Danielle holds a Doctorate in Higher Education and Organizational Change; a Master’s degree in Information Systems Management; and an undergraduate degree in Leadership. He is a certified Performance and Career Coach.


Paul Lief Rosengren

Paul is the coauthor of In the Time of Covid: One Hospital's Struggles and Triumphs. He worked for more than three decades in corporate communications at NBC, PSE&G, BD and in state government. He has a Master’s in Public Policy from The Kennedy School of Government, Harvard; and an undergraduate degree in political science from Dickinson College.

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