There has been great debate over the years about the concept of career branding and what a brand may or may not do to gain the leverage necessary in a competitive hiring market for communications professionals. Some communications pros are of the school of thought that a good career path and a résumé packed with solid companies should speak for itself. But in today's marketplace, becoming your own chief branding officer is an imperative, whether you're seeking a new role or simply looking to advance in your current organization.