"If you don't brand yourself, you can rest assured that others are branding you. And letting others brand you can be risky business. Instead, we should have control, as much as we can, in determining our reputation, our image, and the intangibles, the ephemerals, and the perceptions and ideas that other people have about us".

Here's a partial list of what personal branding can do for you:

• Differentiate yourself from others in similar fields 
• Position yourself clearly in the minds of others
• Focus your message and your mission
• Project credibility
• Develop loyalty
• Make emotional, visceral connections
  Source: Brand You: Why personal branding? By Garr Reynolds

More online Resources:

The Brand Called You , by Tom Peters 
Brand You Survival Kit, by Tom Peters 
Digital Dirt - What Does Google Say About You? 
(Search Engines are commonly being used to conduct background checks on potential employees)

MP3: Recordings of Telesummit: Global 2007 - World You Brand teleseminars (MP3 and access to podcast with iTunes)

State your Achivements

In order to be able to provide a convincing message or writing about your experiences you need to emphasise results achieved

you need to state your achievements in your professional (and sometimes also personal) life. Focus on the impact of your work: what you achieved and how it made a difference. Demonstrate a track record of achievement and growth. Use ACTION VERBS (English & Spanish compilation)  whenever possible.

In order state your achievements, we recommend you use the method "CAR"

• Challenge: define the situatuation
  I.e. I  was responsible of implementing a research project for a new product development group.
• Action: what did YOU personally do to improve the situation? Which steps did you take to address this issue?
  I.e. I developed a team of researchers, conducted research, wrote survey reports, and chaired focus groups.
• Result: what was the result or outcome of your action/s? It is important to quantify it (using money, time, percentatges, amounts,..)
  I.e. All goals and requirements established by the customer were met and product was abandoned saving the company £12 million

You may find more information on how to difine your achievements in the following links:

Résumé Achievement Statements 
Dig Deep for Accomplishments, by Kim Isaacs
CV Achievements - Stress the Benefits!

Action verbs:

Action verbs for job seekers (quintcareers). 
31-06: The Pie Method for Career Success, by Daniel Porot. Pages 57 and 58.

 Your marketing message (elevator pitch)

Imagine you have two minutes to sell yourself to a future employer. You meet a CEO in the elevator, at the aiport, at a party... Are you ready to explain the following in 30 seconds?

• who you are
• what have you done in the past
• why are you interested in company X,
• what value could you bring company X.

41.26. Pitch Yourself: The most effective CV you'll ever write: Stand and sell yourself, by Bill Faust & Michael Faust. (English).  Also Spanish version 41.23. Un CV más ConVincente: aprende a elaborar tu Elevator Pitch.

Developing your Job Search Elevator Pitch, by Scott Brown
10 Steps to Pitch Yourself and Elevate Your Career 
Making your pitch: Only a minute to sell your skills? Have an elevator speech handy, by LauraRaines For ajcjobs
Perfecting Your Pitch, Part One: Assume Short Buildings, By: John Hoult 
Your Elevator Pitch: Going Up?  (do's and don'ts), by HCareers