Career Conversions. Life Changing Career Choices

Brand Yourself; Create Personal Brand Identity

As we continue on in our series of the 10 Keys TO Becoming a Career Conqueror, I want to take a break and elaborate about creating your personal brand identity for your job search.  Here we will create a USP; Universal Selling Proposition.  The USP can be used as you pursue a new job or to promote yourself or product as you develop your 30 second sound bite.  The USP is a statement of who you help, or what you do, the solution you provide to your client/customer/employer/prospective employer and the benefits your client…experiences when they get their problem solved.

There are 3 simple steps:

  1. Who is your ideal client/customer/employer/prospective employer?  Make a mental or physical list and think about what they all have in common.  For example, my ideal client is a mid-career professional.
  2. What is the symptom (problem) to you most often solve? In my example, my clients often are not happy with their current positions and are not sure of what the next step is.  Maybe they need help on how to get a promotion or a whole new career.  The symptom is they primarily are looking for a job they love.
  3. What do they want to solve their problem?  In other words, what is the real benefit? Typically my clients want to meet their financial goals, find fulfillment, enhance their lifestyle and feel confident about a future career path.

So if you pull this all together this Universal Selling Proposition or introduction to your 30 second sound bite looks like this:  “I coach mid-career professionals find a job/career path they love that allows them to reach their financial goals, find fulfillment, experience an enhanced lifestyle and feel confident about their future career paths.”

The more easily you can communicate who you are, what you do and how you can add value the more your employer/prospective employer/client will be able to identity with you.  Also by planning this out and knowing it yourself you can speak more confidently.  Who doesn’t want to engage with someone who is very confident that s/he can solve their problems?  Does this all make sense to you and do you think you can implement this in your dialogue?


Trish Dervin, CCMC Career Transition Coach

636-778-9090   [email protected]

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