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Personal Branding is a relatively new term, mostly developed out of the continued strong trend of online social networking. Internet profiles propagate a view of a person or employee that carries a message or branding statement. Much attention has been paid to developing a strong personal brand that concisely conveys a targeted, positive, and effective message.

Brand experts advise professionals to think of themselves as "brands," in much the same manner as corporations. Brands carry a distinctive message that conveys values, competencies, and a strong call-to-action. Recently high unemployment numbers have also called attention to the importance of standing out among a typically high volume of applicants. Having a strong online brand and social networking presence is a way of differentiating oneself.