Ask Dr. Job’s chief contributor, Sandra Pesmen, is a member of the Chicago Journalism Hall of Fame and author of “DR. JOB’s Complete Career Guide.”

Winner of several journalism awards, Pesmen is a graduate of the University of Illinois Media College at Urbana, and is listed in several Who’s Who editions. She also has been Corporate Features Editor of Crain Communications Inc., founding Features Editor of Crain’s Chicago Business and a reporter/features writer for The Chicago Daily News.

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Starting New Business?

Q. I am starting a small business from my home and although others are selling the same type of product I think I can do it better because I had a very good sales record at the company I worked at many years before I was laid off. I'm hoping I can stand out from the crowd of competition and wonder if you have suggestions.

Ans. Scott Ginsberg does. The live wire that wrote -Able: 35 Strategies for Increasing the Probability of Success in Business and in Life, (Self published $19.95 ) claims your personal brand is the price of admission. He says branding is identity. It's what you're known for knowing. It's who you are, and the best, highest version of yourself-in relation to others. Get that message to those new customers and you'll make a sale.

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Job Hunting During Holiday Season