Just
like you should try and impress a hiring manager with your resume, your cover letter can make you either
stand out from the pack of
other candidates or bury your chances of being invited for an interview.
It's how you will
stand out from other candidates visually and it can be accomplished through the resume format / design you choose, the colors you use within the resume (yes, even your personal brand has a color) and through the graphics you choose to use on your resume —
like pie charts, line graphs, and more.