Branding and Positioning

Al Ries recommends to focus. For consumer goods or for yourself, building a brand is essential.

In an overcommunicated society (a marketplace with lots of fresh out developers and talented business analysts), you have to find a place in the prospect's mind (the recruiter). Find the position where you can be Nr 1 (or Nr2). Take a look at Positioning, http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/0071373586.

The Laws of Branding gives valuable hints on how to build a strong brand. What holds for goods also holds for you and your career. http://www.amazon.com/The-22-Immutable-Laws-Branding/dp/0060007737