Evans on Self Branding
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A person must work quite hard to make sure that he/she is perceived as providing some combination of unique features (product differentiation) and that these features are desired by the target market (prospective employers), thereby creating a unique selling proposition. When a job applicant is unknown, he/she must clearly communicate his/her attributes. When a job applicant is known in the marketplace, he/she must proactively reinforce a positive image and communicate why that person's career is still its ascendency. For a long‐term executive in an industry, once marketplace perceptions are formed, they may be hard for someone to alter.
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