This is a good article on building brand you.. an important endeavour for today's professionals! Roffer believes that the right personal branding will secure people a future rich in fulfillment and success -- even as victims of downsizing. Fast Company sat down with her to discuss her latest book, Make a Name for Yourself, and to learn how to create a personal brand after a layoff. Lose the Guilt Above all, promote your authentic self -- your specialized set of talents and the vital strengths that you bring to the table, inside and outside of a job. Roffer says, "Constructing your brand based on these attributes shows that you offer real value, regardless of the jobs that you've held or lost. You must disassociate with a company's failure. Too many people wrap up their ego in their job title." Read more