Is there a danger of sounding like a 'Jack of all Trades' if you are a Generalist, not a Specialist, in the IT sector?

This is the question posed by many clients recently, who are concerned that the lack of traction in the job market is due to a broad remit rather than a specific focus area. 

I coach clients to overcome this barrier by: 

> Clarifying their value

> Identifying 3-4 career themes

> Create a clear brand positioning statement

> Uncover value and differentiator, turning into a recognised authority

> Validate branding 

> Build confidence and Refine Brand Messaging

> Create an action plan to take the new branding to market

If you are a generalist, not a specialist, how have you overcome this to create a compelling brand that sells you to the market?