Your Cover Letter: What is Your Brand? I had the good fortune to recently watch recruitment expert, Pauline O’Brien, Director from Global Recruitment at ISS, present on “Marketing Your Magic” where she offered tips on writing your CV and letter of application. During this informative presentation, Pauline spoke of the importance of defining yourself in your cover letter, in other words: highlighting your strengths, your unique attributes, your values, your purpose, your story. This is Your Brand. You want to articulate what you’re good at, what you stand for, and what you can deliver on - in short, what makes you YOU. She aptly quoted Michelle Obama: 

“If you don’t get out there and define yourself, 

you’ll be quickly and inaccurately defined by others.”