You may well say, "Branding is all well and good, but what do I do when many people share my brand?" It's tricky. For instance, every IT manager and her sister want their brand to be that they view IT as a business partner and really understand the business side of IT. That is what employers are looking for, and many IT job seekers mean it when they say they understand the business side.

But how do you come across as really meaning it? Here's one way. By stories. One resume client had grown up in a family business and absorbed business through his pores. So finding a way to get that information into a cover letter was a good idea. It gives added credibility to his "IT plus business savvy" brand. Also, he wanted to be presented as a business executive with a passion for IT. So, he is distinguishing himself on the passion scale, on the unusual emphasis of business before IT, and on his roots making him who he is. It works for him. The reader is going to "get it" that this is an authentic brand.

So, when competing in a crowded employment market where it's too easy to be a clone of everyone else, think about story, think about emphasis, and think about passion. Give them a reason to remember YOU.

By Jean Cummings and courtesy of CareerHub.com. The Career Hub blog connects job seekers with experts in career counseling, resume writing, personal branding and recruiting.