When I ask clients to name their strengths, they often point to broad qualities or skill sets, such as, leadership, communication skills, and flexibility. Too often that’s where they stop. The trick to good personal branding, networking, interviewing, and resume writing is to take this kind of strength and project it to the different audiences you interact with. For example, a senior sales professional and an office manager both need good communication skills, but they are different. Sales representatives present, negotiate, and train to sell. Office managers negotiate to buy products and train employees in job skills. They might also lead meetings. Whenever you are promoting yourself as a professional, think about the person or group you are addressing. What do they need to know about you? What is their biggest concern? Give them what they need to know, and they will give you the kind of respect that opens doors.