Create a brand that appeals to EVERYONE!


I’m sure most of you reading this have probably heard about the importance of personal branding especially when looking for work. Basically, your brand conveys a positive feeling about you that can be both tangible and intangible…think Coca Cola or Mac products. What do you think of when you imagine these brands? Are they: Cool? Hip? Modern? Progressive?

What would a person think of you when they read your resume? Think about it. The key is to create an image or brand with a broad enough appeal that every employer would want you on his or her team. You would fulfill everything on their checklist. So how do you do that?

Take every buzzword possible and inject them into your resume. It really doesn’t matter if it represents who you are; the point is that you get that interview!

Here are a few you can pick from:



Forward thinking










APRIL FOOLS! Don’t do this!!


  1. You don’t want to water down your brand just to appeal to every perspective employer going.
  2. You need to be true to your own strengths and look at companies that share your values.
  3. Sure, by using this technique you’ll get your foot in the door, but in the end both you and the employer will be unhappy when you realize that your “brand” doesn’t fit the company culture.

Here’s a great video on how generic advertisements create an image that is really meaningless because by trying to appeal to everyone many brands end up appealing to no one. Most savvy consumers can see through this falsified image or can they? What do you think? Let us know.

This generic brand ad is the greatest thing about the absolute worst in advertising


Freaky Friday!

This is a great linkedin post by Will Price the CEO of Flite. It’s about looking at your expectations for happiness realistically. It’s easy to let your perspective get skewed through the lenses of negativity or alternatively through “rose-colored” glasses. It’s a great read if you’re finding it hard to keep yourself positive during tough times.

Career Coach, Lavie Margolin writes great blog posts. I really like how they’re straight to the point and give really useful bite size pieces of information with a unique twist.

This one is called “What an Ultimate Fighter can teach us about linkedin profiles”

I came across a talk by Eric Kramer on youtube and in it he outlines a different yet effective approach to the interview process. Instead of looking at an interview like an interrogation you need to treat it more like a sales call in which you’re selling your skills and expertise. Right now I know some of you are probably cringing at the idea of “selling” yourself! I totally understand I was a bit skeptical at first too, but when he talks about how you are effectively “selling” something to someone every day from getting your kids to finish their dinner to convincing your partner to do their chores, it really changed my perspective on the idea.


What’s Your Brand?

I am not an avid Coke drinker by any means but during the holidays I cannot resist purchasing a six pack of those little glass bottles of dark, sweet, caffeinated liquid!  And even though we become inundated with the holiday polar bear commercials, this is not what provokes me into making the purchase, either.

What is it then, you might ask?  Well, it’s the way that those little glass bottles make me feel.  That’s right, drinking soda from glass bottles elicits a feeling of sheer, unadulterated happiness that reminds me of my childhood.

Coca Cola wasn’t even my drink of choice as a kid; it was Cream Soda by The PopShop, for crying out loud!  But, soda in any kind of glass bottle brings me immediately back to the carefree days of my youth when during ‘special occasions, we popped the cap of any icy cold bottle of pop and drank in its syrupy goodness!  So, kudos to Coca Cola and their brilliant job at branding!

Branding is not a product, a logo or a mission statement.  A brand is how a person feels about a product, service or organization.  Strong brands like Apple, Google and Coca Cola are all highly credible, high quality brands that promote a general feeling of trust and security amongst consumers.

Wouldn’t it be nice if you yourself could convey that kind of feeling to an employer?! Well…you CAN!  It’s called Personal Branding.   Start by developing a brief statement that communicates who you are, what you are looking for and how you can benefit an employer.

Often referred to as “the 30 second elevator speech”, this pitch is like a mini commercial about yourself!  Practice this statement often so that it comes across naturally when you are networking or introducing yourself to prospective employers.

Continue to build your brand through a professional resume, a portfolio, and don’t forget your online image!  Be consistent and work to maintain your brand. A strong, clear brand can help you become known for what you are good at and hopefully set you apart from everyone else!

coca cola

“…drinking soda from glass bottles elicits a feeling of sheer, unadulterated happiness that reminds me of my childhood.”

Karen Cake is a student from the Career Consultant Certificate Program at Mohawk College in Hamilton, ON. For more information about the Career Consultant Certificate Program, or how MCACES helps students with Employment Advisement, please contact Lidia Siino, Program Manager at