In today’s media world, employees are judged by the "personal brands" they produce. Branding in advertising is the creation of a symbol or trademark that becomes easily recognizable, and that defines the type of product it promotes. When mentioning Starbucks or Google, everyone probably thinks of the same symbols and qualities about those products.

Branding a product or organization seems easy, but how does that transfer over to the individual? Ellen DeGeneres and Mary-Kate and Ashley Olsen have done it. DeGeneres smacks her name on her clothing and other products, and when you think of her, you think of dancing and comedy. The Olsens leave their names (and their mugs) on their endless array of products, and when you think of them, you think of cute children (and maybe eating disorders or drug use). But can the everyday journalist make a personal brand work?

JSchool alumni who want to create personal brands need to use technology to stand out. Some Scripps graduates create unique online presences. Other former students make themselves stick out in more traditional ways, by becoming more well rounded or by word of mouth. Regardless of the paths they take, they are all on their way to personal branding.

Katie Scarlett Brandt (BSJ ’06) has found a way to make herself a step above her fellow journalists: She’s managing her own Web site. If you Google "Katie Scarlett Brandt," the first result that comes up is her personal Web site, KatieScarlettBrandt.com. She pays $160 per year to a company for the layout and design she uses for her site, where she lists current projects, contact information, and links to her résumé, articles and photos.

“I didn’t think of what I was doing as a brand,” Brandt said. “I had done all the work, and instead of sending attachments, I just put everything on a Web site and sent the link to my Web site.”

When it comes to her personal site, Brandt passes half of the branding test: The site brings an image to mind, but she still needs to work on her name evoking certain characteristics about her persona.

Carrie Benseler (BSJ ’03) has taken a different route to up her marketability. She pursued a master’s degree in marketing and communication after leaving the brick pathways of Ohio University. She said variety in her education has helped her be notable among her colleagues. Her brand may not be something she can view on a Web site, but she showcases her dedication to her work through her furthered education and willingness to try new things.

"I’ve tried to fill in the gaps along the way, so I’ve become this superhero of communications," Benseler said. "If I don't know how to do something, I want to learn it so that I am more well-rounded."

Noted as being noticeably versatile by others, Benseler passes the other half of the branding test: She doesn’t have a particular symbol to represent her brand, but her name still produces features that are exclusive to her.

Aaron Brown (BSJ ’01) has a LinkedIn profile that he uses for "85 percent work" at a public relations agency, where he sees brands on a day-to-day basis. He said those seeking to develop their own identity first need to understand what their brands are. He encourages others to embrace their own personal brands and to not be something that they’re not.

"Every brand is different and unique, and it’s human nature to like or not like a brand," Brown said. "Some people like Coke. Some people like Pepsi."

Identifying himself on a social networking site and relying on word of mouth help Brown pass both sides of the brand test: He has an image people can see, and his name and image bring to mind his original attributes.

The goal of all three alumni is to get people to recognize their names. When their "brands," become familiar, people will be able to tell what kind of people they are and what kind of work they do just by mentioning their names.