Your Brand: Talk Is Cheap. You Have to Prove It!

You may have a brand statement at the top of your resume that simply sings.  It hits all the high notes, describing just what your target employer needs.   Many would assume that a statement that strong would not only get you in the door for an interview, but would blow the doors off!  However, if you can’t back-up your brand statement (also called a resume headline), the statement is meaningless. 

The best way to fortify your brand statement is by showcasing your record of success.  Develop a list of achievements for your resume.  What is a bona fide achievement? Achievements on a resume should be the things of which you are most proud. This is your chance to demonstrate how you went above and beyond the job description. This is what defines you as a professional.  In other words, this is the foundation for your brand. 

How do you build your accomplishment statements?  It is a matter of recalling the highlights of your career.  Brainstorm for examples.  Here are a few reflective questions to help remember those highlights.

• Did you ever identify opportunities for process or policy improvement?
• Were you selected to mentor or train new team members?
• Did you ever uncover, assess, and solve problems?
• Were you chosen for special assignments or task forces?
• Did you ever determine ways to decrease expenses?
• How did you improve efficiency, quality, sales, market share, and profitability?
• Did you earn any awards or honors?

Your statement is the promise of what you offer. The remainder of your resume must prove the validity of your brand promise. If you boast in your statement that you “solve big problems,” your resume should include specific examples of problems that you solve. Take it one step further and quantify the results associated with those achievements.  Your resume achievements will strengthen your brand statement.

The Bottom Line

Talk is cheap.  Demonstrate that your brand is sterling by painting a picture with specific examples of your achievements. Past performance is the best indicator of future success.  These examples of achievements on your resume will give the reader confidence that you brand is sincere.