As executives create and revise their résumés, and professional bios, they need to ensure their branding is consistent across each of these elements, adds Macpherson. That said, you don't want each building block to read like a carbon copy of the other, but you want to make sure that the key points you're trying to communicate about your value are consistent across each channel.

"Everywhere people see you, they see the same qualities, same results, same performance," says Macpherson.