by Rachel Ward, Student Public Relations Writer
Today’s college graduates aren’t just competing with their peers — they’re often competing with professionals decades into their careers. With the average new hire in the United States now 42 years old, universities are working to prepare students for an experience-driven job market.
How Cedarville’s Personal Branding Course Gives Students a Competitive Edge
At Cedarville University, that preparation includes a new personal branding course that helps students define their professional personas and market their skillset before they enter the workforce.
Leadership and Communication Experts Guide Branding Curriculum
This course is taught by Dr. Kary Oberbrunner, Berry chair and assistant professor of entrepreneurship, and Dr. Daniel D. Fultz, professor of communication. It brings together a business and communication framework designed to help students understand their core values, build strategic résumés and publish a book on Amazon by the end of the semester.
The professors share a passion for developing students into competent leaders and innovative professionals. In developing this program, Oberbrunner and Fultz focused on teaching students not to minimize their personal and professional strengths in an effort to be humble but to recognize these strengths as a means of service.
The Role of Personal Branding in Professional Success
“Imagine someone is dying from an injury,” said Fultz, “and somebody is a trained medic, but they think, ‘I can help that person, but I don't want anyone to think I'm arrogant, so I won’t help them.’”
The world needs competent professionals and passionate leaders, but those individuals may go unnoticed if they are unwilling to speak up about their capabilities.
Redefining Branding: Values, Trust and Identity
Some students initially resisted the idea of personal branding, claiming they do not have one. Oberbrunner strongly disagrees.
“When someone calls and you see their name on the caller ID, do you have good thoughts or bad thoughts?” asked Oberbrunner. “That’s your brand. Branding isn’t about limiting yourself to one hobby or identity. It’s about values, trust and consistency, and whether you shape it intentionally or not, it exists.”
Oberbrunner points to biblical examples as models of intentional identity and influence.
“Although it might sound a little out-of-the-box or unfamiliar, Naomi functioned as a brand coach for Ruth, as did Mordecai for Esther,” said Oberbrunner. “Jesus often taught his listeners that his ‘brand’ looked like salt and light so ‘they may see your good deeds and glorify your Father in heaven.’”
Course Materials and Student Outcomes in Branding Education
The course is anchored by two foundational texts: “Own Your Brand, Own Your Career” by Andy Storch and Mike Kim and “Show Up, Filled Up” by Oberbrunner. Through these readings and complementary coursework, students are challenged to become intentional, confident and virtuous servant-leaders in the workplace.
As Cedarville continues its mission to prepare students to be bold, wise and competent professionals, the new personal branding course positions them to enter the workforce with confidence, clarity and purpose — distinguishing themselves in a competitive and evolving job market.
About Cedarville University
Cedarville University, an evangelical Christian institution in southwest Ohio, offers undergraduate and graduate residential and online programs across arts, sciences and professional fields. With 7,265 students, it is among Ohio's largest private universities and is ranked among the nation’s top five evangelical universities in the Wall Street Journal’s 2026 Best Colleges in the U.S. Cedarville is also known for its vibrant Christian community, challenging academics and high graduation and retention rates. Learn more at cedarville.edu.
