Originally published in 2008. Updated in 2025 as part of the Personal Branding Blog relaunch under Brown Brothers Media.
This post is the last of a four-part series dedicated to your personal branding toolkit. A toolkit is a set of marketing materials that represents your brand and supports your career goals.
Your personal branding toolkit
1) Business cards
2) Portfolios
3) Resumes
4) Cover letters
Let’s face it, most job seekers are too lazy to include a cover letter as part of their marketing kit, in addition to a simple resume. Recruiters know this, which means writing a cover letter is essential to proving to them you are that much more serious about the position.
People feel that they should apply to hundreds of jobs by using the same resume, without a cover letter. The reality is that both resumes and cover letters must be custom to the job you’re applying for.
Right now you’re thinking “that’s way too much work.” The answer is that you need to have a focused job search instead of a resume blast. Today, I want to go over best practices for cover letters.
The perfect format
A well-structured cover letter makes it easy for the reader to follow and leaves a professional impression before they even read a single sentence. Formatting isn’t just about aesthetics — it communicates attention to detail and respect for the process. Follow this layout to ensure your cover letter looks clean, consistent, and business-ready both in print and digital form.
Your contact information and the date
Your contact information should appear at the top of the letter so the hiring manager can reach you easily. Include only the essentials: your name, phone number, professional email address, and location (city and state are enough if you’re applying digitally). If relevant, you can also add a link to your LinkedIn profile or personal website.
Adding the date helps keep your correspondence professional and time-specific. It shows organization and gives context to when the application was sent — particularly important if your letter is printed, forwarded, or referenced later in the hiring process.
Example:
Name
Address
Phone Number
Email Address
Date
Employer contact information
Including the employer’s details demonstrates that your letter is customized and not a generic copy sent to multiple companies. It also helps your letter look polished and business-formal. Research the correct name, title, and company address before sending; even small errors can undermine your credibility.
Example:
Name
Title
Company
Address
City, State, Zip Code
Salutation
The greeting sets the tone for the rest of your letter. Whenever possible, address the recipient by name; this instantly makes your message more personal and direct. If the contact name isn’t listed in the job description, take a moment to look it up on the company website or LinkedIn. Avoid generic openings like “To Whom It May Concern,” which can feel impersonal.
Example:
Dear Mr./Ms. [Last Name]:
Body of cover letter
The purpose of the body of the cover letter is to position yourself as the top candidate for the job. Also, it explains why you want to work for the company, in that specific position and why you are unique relative to other applicants.
First paragraph
This paragraph calls for a few concise sentences talking about why you are writing the letter in the first place (your intention).
Start strong. Explain who you are, what position you’re applying for, and why you’re interested in the company. Also, you will want to say how you learned about the position and include the person who referred you within the company. Show enthusiasm and confidence without overexplaining.
Middle paragraphs
This is the ultimate section for highlighting your personal brand. Now it’s time to discuss what makes you unique and incredible. Show as much passion and love for the position you’re applying for and what you bring to the table, in terms of work experience, skills and personality.
The successful candidates always match their brand to the targeted position, to make the cover letter unique to that hiring manager. You’ve already read the job description, so look at a cover letter is a way for you to convince the employer that you can fill their need. Try to support each statement you make with a piece of evidence. Use several shorter paragraphs or bullets rather than one large block of text.
Final paragraph
End with purpose. Reiterate your interest, thank them for their time, and include a clear next step, such as “I would appreciate the opportunity to discuss how I can contribute to your team.”
Signature
Use a professional closing such as “Sincerely” or “Best regards.” If sending digitally, include a typed signature with your full name, phone number, and one relevant link (such as your website or portfolio).
3 tips to standout
1) Pick a distinct template.
Just like resumes, schools are notorious for passing out standard templates for cover letters. I have no problem with students and professionals using standard templates, as long as they MAKE IT THEIR OWN. What I mean by this is that, you need to take a basic cover letter and make it yours. It should have design elements that match your resume, portfolio and business card. Be smart about what font you use as well. Try not to use Arial and Times New “boring” Roman. To be different is to be successful.
2) Include your personality.
Picture yourself as a recruiter looking at entire personal branding kits day in and day out. They are restless and bored! Just knowing this is a signal that you should bring your cover letter to life. Instead of sounding like a broken record or a textbook, write like you talk. You want recruiters to get a better sense of who you are, so they make the right decision and no ones time is wasted.
3) Less is more.
If recruiters spend less than a minute on a resume, then a cover letter is 30 seconds or less. If you’re worried, then think about it this way; recruiters read fast! You need to hammer in the fact that you are different and you are the perfect match for the position. Just saying how great you are isn’t that important to them. You have to solve their problem, which is finding the best candidate to fill their open position.
Conclusion
A well-crafted cover letter does more than introduce you. It bridges the gap between your résumé and the real you. It’s your chance to bring your story to life, show alignment with the company’s values, and demonstrate the professionalism behind your brand.
Approach it with thought and intention, and it will serve as one of the most persuasive tools in your personal branding toolkit.
This article is part of Personal Branding Blog’s Legacy Series — highlighting timeless insights from our archive. Learn more about our story here.
