Brand You
is a great concept of this time.
In The Brand You, the list of 50
ideas includes a chapter titled "'Inc.' Yourself."
The big idea is to visualize yourself
as a company - with departments, goals, bottom lines, branding, vision
and mission.
This concept tells how to reexamine
career goals, recreate oneself as a brand, transform one's work,
take
advantage of a personal Web site, and market oneself. We offer a selection
of books about brad you concept.
Click to buy or pg down to read
more about personal branding concept introduced in these books.
Brand books and articles:
Download Description
Michael Goldhaber, writing in Wired,
said, "If there is nothing very special about your work, no matter how
hard you apply yourself you won't get noticed and that increasingly means
you won't get paid much either. In times past you could be obscure yet
secure -- now that's much harder."
Again: the white collar job as now
configured is doomed. Soon. ("Downsizing" in the nineties will look like
small change.) So what's the trick? There's only one: distinction. Or as
we call it, turning yourself into a brand...Brand You.
A brand is nothing more than a
sign of distinction. Right? Nike. Starbucks. Martha Stewart. The point
(again): that's not the way we've thought about white collar workers --
ourselves -- over the past century. The "bureaucrat" on the finance
staff is de facto faceless, plugging away, passing papers.
But now, in our view, she is born
again, transformed from bureaucrat to the new star. She works in a professional
service firm and works on projects that she'll be able to brag about years
from now.Step #1 in the model was the organization ...a department turned
into PSF 1.0. Step #2 is the individual ...reborn as Brand You.
In 50 essential points, Tom Peters
shows how to be committed to your craft, choose the right projects, how
to improve networking, why you need to think fun is cool, and why it's
important to piss some people off. He will enable you to turn yourself
into an important and distinctive commodity. In short, he will show
you how to turn yourself into ... Brand You. --This text refers to
the Digital edition.
Book Description
Establishing a Personal Brand and
riding it to personal wealth and professional success is more than a matter
of polished business cards or wearing the right suit, as some branding
mavens would have us believe. Personal Branding is who we are, authentically
and without anything held back, crafted and communicated in a way that
maximizes our influence with the people who can make us successful.
This is the focus of The Brand Called You, the most authoritative resource
to date on what makes Personal Branding effective, the principles behind
the success of any brand, and the strategies any business owner can use
to become the inevitable choice for anyone seeking a product or service.
Book Description
It's the new reality no one wants
to concede - and it's the cold, hard reality behind success in the new
millennium. From the schoolroom to the boardroom, everyone succeeds - or
fails - by the rules of Personal Branding.
Personal Branding isn't the product
of ad agencies or corporations; it's a continuous process that's as old
as society. A Personal Brand - the values, abilities, and personality traits
people associate with each of us - affects our careers, our relationships...
our lives. You have two choices: surrender to the process, or seize control
of it.
The Personal Branding Phenomenon
is about taking control, whether you're an ambitious professional or entrepreneur.
Instead of focusing on the right suit or business card, you'll take a high-level,
clinical look at how and why Personal Branding works - and how to leverage
it to your advantage.
Along the way, you'll discover the
Eight Unbreakable Laws, the core principles behind every great Personal
Brand. By analyzing some of the world's greatest brands, from Madonna to
Tiger Woods, you'll learn what makes them irresistible.
In the end, The Personal Branding
Phenomenon walks you through the development of your own new Personal Brand
- to help you convert human perception into your lifelong competitive edge.
It's the authoritative guide to the art and science of managing personal
identity.
Discover the Power of Personal Branding:
* Not being paid what you're worth?
Improve your brand and supercharge your income potential.
* Ready for advancement? Ensure that
your boss sees the promise of your brand, and reap your rewards.
* Learn to build a brand that's so
influential that when you speak, people act.
* Why branding affects everyone -
from parents to politicians, entrepreneurs to entertainers.
Book Description
From traditional corporations to
the Internet, from top executives to people trying to make a difference
in their communities, branding has become one of the most important concepts
in professional and personal marketing today. In this groundbreaking work,
bestselling author Stedman Graham shows readers how to use branding --
the technique employed by major advertisers to distinguish their products
-- for their own benefit.
By evaluating and emphasizing
our strengths, we can create a unique and positive image -- our very own
brand -- instantly recognizable not only by those who already know
us, but also by everyone we encounter in our daily life. Unlike books devoted
solely to the "self" in self-help, Build Your Own Life Brand! encourages
readers to take the success they obtain from a strong Life Brand and use
it to enrich the lives of others.
A respected businessman, community
leader, and author of the bestselling books You Can Make It Happen and
Teens Can Make It Happen, Graham here gives readers a system for:
-
Recognizing and developing their individual
brand assets -- their talents, knowledge, and personal characteristics
-
Building and expanding upon those strengths
-
Identifying the "target markets" of
each area of life -- who and what should be focused on in their work, relationships,
and communities
-
Bringing more value into those markets
as well as their own lives
With each lesson, Graham introduces
real examples (from unsung waitresses to sports heroes) of men and women
who have built successful Life Brands -- standouts who help to improve
their workplace, relationships, and community.
Providing entertaining and pointed
insights on personal branding styles and specific instructions for developing
a Brand of your own, Build Your Own Life Brand! is sure to be recognized
as a life-altering work not only for those who read it but also for the
many lives those readers affect.
Book Description
One of America’s leading brand strategists
shares her step-by-step program for creating an unforgettable identity
in today’s marketplace.
For any woman who has ever gone
to work in the morning and thought "there must be more," branding expert
Robin Fisher Roffer reveals the eight surefire steps for developing
a unique, personal brand strategy for success by identifying your extraordinary
attributes, thinking about your values and passions, and learning how to
use them to build a successful and fulfilling professional life. Whether
you’re starting out in the workforce, beginning your own business, changing
careers, or tying to make it in the corporate world, Roffer will help you
to uncover a focused direction for your career that celebrates you.
Amazon.com
Brand Yourself compellingly advocates
combining today's hottest business concept with the biggest trends in business
demographics. Geared toward anyone switching careers, running a small business,
or just striving to advance in a current job, the book--by veteran career
coaches and marketing consultants David Andrusia and Rick Haskins--argues
persuasively that one must carefully create a personal brand and aggressively
market it like soup or mouthwash in order to get ahead in these ultracompetitive
times. "Branding is such a powerful tool in selling products that it makes
perfect sense that we as individuals should brand ourselves," they write,
"thereby creating a strong, positive sense of ourselves and our services
that is different and better than what our peers have to offer." They begin
with an extensive but clearly articulated "career self-evaluation and brand
assessment" to facilitate development of a "Personal Branding Statement"
that is specifically shaped by your skills and personality traits in addition
to marketplace needs. They then focus on "packaging your brand" with the
right name, collateral material, and even office space, and "making yourself
known" through properly framed written matter and personal contacts. Concluding
chapters offer specific suggestions on attaining promotions and changing
careers, as well as using the concept in other special circumstances. --Howard
Rothman
Book Description
Brands are typically associated
with products and businesses, but David McNally and Karl Speak suggest
the same concept can be applied to individuals and relationships, with
powerful results. Be Your Own Brand shows how personal branding, like product
branding, creates a special type of relationship fueled by a strong belief
system and tied to an emotional connection. The authors help readers understand
the importance of relationships as the currency for success in their personal
and business lives. They present specific tools for success that include
simple principles that define the characteristics of a branded relationship;
a clear model that defines one’s unique personal brand; and a way to distill
the essence of that brand into a meaningful and actionable "brand promise."
This blueprint for "personal branding" will help all readers achieve maximum
career success — quickly and permanently — without personal compromise
or selling out
From the Inside Flap
Living Your Personal Brand – The
Key to Enduring Individual and Business Success
Brand building is typically identified
with businesses, but personal and professional relationships can also be
seen—and managed—by these practical and proven techniques. It’s not enough
to simply paste on a superficial veneer. Brands, like special relationships,
are real and make a difference. Just as the greatest business brands succeed
through authenticity, your personal brand must reflect a sense of purpose,
vision and values that truly embodies the real you.
David McNally and Karl Speak will
show you how to create just such a personal brand. Using powerful techniques
refined in the heat of business competition, they’ll guide you in defining
and building a personal brand that is strong because it is distinctive,
relevant, and consistent. A strong personal brand will enrich you personally
as well as professionally. This book provides:
• An in-depth understanding of the
principles of successful brand building—in any context
• Practical tools to build and manage
powerful relationships in all aspects of your life
• Strategies for aligning your personal
brand values with your employer’s brand values and making brand building
a successful endeavor for you and the organization
• Advanced personal brand management
techniques to help you stay on course as you continually refine and improve
your unique personal brand.
Personal brand management will help
you become more successful by building special relationships that allow
you to get credit for who you really are and what you believe in. By daring
to be your own brand you get to be more of who you are, not less – the
most authentic strategy for success throughout your life.
“Be Your Own Brand gets right to
the heart of how people can become a powerful, creative force in their
own lives.”
—Bill Rutherford, Chief Financial
Officer, Eastern Group, Hospital Corporation of America
Be Your Own Brand David McNally and
Karl Speak start from the premise that a brand is a relationship, not a
statement. And a personal brand is a special type of relationship, fueled
by a strong belief system and tied to an emotional connection. Companies
and products with strong brands are always the most successful in their
industries. Strong, enduring personal relationships are every bit as sound
and satisfying. Using the proven principles of successful brand building,
McNally and Speak will show you how to build the kind of enduring, resilient
relationships that can drive personal as well as professional success.
In an accessible style, Be Your Own
Brand presents a new and compelling brand-development model—“personal brand
management”—to help you succeed by building on your own unique values and
beliefs. These “branded” relationships will let you be more of who you
are, not less, in all facets of your life. And Be Your Own Brand will help
you create relationships that, like the best brands in the world of business,
truly stand the test of time. This innovative brand development approach
will also benefit companies and organizations of all types by harnessing
the power of the individual to ignite the collective brand building power
inside the organization.
David McNally is a best selling author,
an internationally acclaimed speaker, and an award-winning film producer.
He is the author of the bestselling Even Eagles Need a Push: Learning to
Soar in a Changing World and The Eagle’s Secret: Success Strategies for
Thriving at Work and in Life. He has spoken before such organizations as
Merrill Lynch, The Washington Post, Unisys, Dun & Bradstreet, Honeywell,
American Express Financial, State Farm Insurance, and Amway.
Karl D. Speak is president of Beyond
Marketing Thought, a global brand management consulting firm. In addition
to his many consulting assignments, his Executive Branding Workshops™,
seminars, and keynotes help take the mystique out of brand management issues
for audiences representing every size, scale, and type of business. He
writes regularly for magazines ranging from Design Management Journal to
the Journal of Health Care Marketing. He has taught in MBA programs from
the University of Minnesota to London’s renowned University of Westminster.
His client list includes industry leaders like Target Corporation, Wall
Street Journal, Stanley Tool Works, Skandia, Pillsbury, FedEx, US Bancorp
Piper Jaffray, Sony, American Express, Cargill, Sara Lee, 3M, Honeywell.
BrandingTheNet
- By Dan Janal
Dan Janal, marketing legend, leads you on a
step-by-step program of personal branding. He teaches at U Cal-Berkeley
and launched America Online’s initial ad campaign, so he knows his stuff.
Learn how to avoid hype and instead earn your customers’ longstanding trust.
How
Speakers Can Use Humor as a "Branding" Technique
by
Patricia Fripp, CSP, CPAE
Humor
is probably not the primary purpose of your presentation, but it can be
a powerful tool for making points and grabbing audience attention. Recently,
I chatted with humor expert John Cantu about how to make humor a part of
your professional image. "Used wisely," John told me, "humor can build
a 'brand image' for you and your topic." Here are five techniques John
shared with me that you can use to create you own humor brand.
1.
USE A SIGNATURE CATCH-PHRASE - Most people recognize the following phrases
or slogans and automatically think of the creators when they hear:
"I
don't get no respect."
"The
Top Ten List"
"You
might be a redneck if . . ."
"Where's
the beef?"
These
phrases are "owned" by Rodney Dangerfield, David Letterman, and Jeff Foxworthy
in that order. Come up with something memorable, and people will remember
you every time they hear the words in everyday life.
2.
USE A SIGNATURE STORY - A definitive example is Jeanne Robertson's account
of her baton-twirling debacle in the Miss America talent competition. No
one can think of Jeanne and not remember this hilarious story. (Jeanne
is past President of the National Speakers Assn. and a top humorist.)
3.
USE A TAG LINE - Frank King's tag line is "Make a living, not a difference."
King brags that his material has "no message whatsoever," unlike most humorists
who justify their talks with the themes "Humor is the best medicine" or
`We should all learn to laugh at ourselves." King says, "You want a message?
Check your voice mail." He does standup comedy with not the slightest attempt
to give a message.
4.
CREATE A CHARACTER - Some speakers create a character outside their real
self. Two of the best known humor `character' brands of popular NSA humorists
are J. Terryl Bechtol's "Bubba" and George Campbell's "Joe Malarkey."
Bubba
is your stock "good ol' boy." Bechtol told me, "People don't realize I
have three degrees. When I was doing training workshops based on my education,
I was starving. And then I became a goober and got rich."
"Joe
Malarkey, the Worst Motivational Speaker in America' is a classic. George
Campbell's promo says, "Joe touches on affirmations, goal-setting, subliminal
tapes, relationship skills, and dress-for-success techniques." I will go
on record that the Joe Malarkey character is simply the most perfect stage
persona/presentation ever created. I have seen many top comics live --
Jackie Mason, Jay Leno, Woody Allen (in his standup days), David Brenner,
Dana Carvey, Paula Poundstone, Sandra Bernhardt, etc. -- and Joe Malarkey
is flawless. Campbell's material, stage presence, and delivery are just
breathtakingly perfectly blended.
5.
ADOPT A UNIQUE FORMAT - For example, past NSA President Mike McKinley,
who speaks on business, motivation, and leadership, has a very funny presentation
illustrated with photos of real signs. He uses them as a humor device throughout
his talk. While others quote funny signs, the idea of using slides of real-world
signs to make serious points about marketing now belongs to McKinley. Anyone
adopting this framework, even on another topic, will be recognized as an
imitator.
Larry
Winget owns the brand of `prop' humor. With his outrageous collection of
eye wear and a toilet plunger on his cue ball head, he calls himself "The
King of Stuff." Winget's website describes his offerings as, "--a unique
blend of humor, motivation, and content, all wrapped around the theme of
your meeting! He can also deliver an outstanding seminar providing easy-to-implement
ideas on a number of topics." (I tell my comedian pals, "Larry Winget is
a businessman's Gallagher.")
So,
if you're a speaker, consider these five options for creating your own
humor brand.
(629
words)
Patricia
Fripp CSP, CPAE is a San Francisco-based executive speech coach and
professional speaker on Change, Customer Service, Promoting Business, and
Communication Skills. She is the author of Get What You Want!, Make
It, So You Don't Have to Fake It!, and Past-President of the National
Speakers Association.
PFripp@Fripp.com,
1-800 634 3035, http://www.fripp.com
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Get
Slightly Famous: Become a Celebrity in Your Field and Attract More Business
with Less Effort
The best clients and customers are
those who seek you out because they have already heard of you. Get Slightly
Famous shows how to build visibility and credibility by positioning yourself
as a valuable resource and mini-celebrity within your target market.
This book provides a practical toolbox
of strategies for:
• getting consistent media attention
• using speaking engagements to
cultivate your target market
• becoming a center of influence
within your industry
• leveraging the Internet to its
full potential
• creating ancillary "info-products"
that supplement your income and build public awareness
The
Brand Called You by: Steven Van Yoder
Every company has a reputation. Everyone
you meet will form an opinion about your company, even if they have not
done business with you yet. The challenge is to manage your reputation
so that the opinion that people have of you is positive. This is what creates
a brand.
Brands have a number of strategic
functions, enabling you to:
- Differentiate yourself from your competition
- Position your focused message in the
hearts and minds of your target customers
- Persist and be consistent in your marketing
efforts
- Customize your services to reflect your
personal brand
- Deliver your message clearly and quickly
- Project credibility
- Strike an emotional chord
- Create strong user loyalty
For small businesses, branding is not
about slick advertisements. Small-business branding is about getting your
target market to see you as the preferred choice. Building a slightly famous
brand is not just about what you do; it's about what you do differently
from everyone else.
Building Your Brand
A brand is a promise of the value
your clients will receive. In an amazingly complex and competing world--where
itís increasingly hard to know whatís real and whatís
not--having your customers not only acknowledge but support the promise
of your brand is the key to building a thriving business.
To become a brand, you've got to
become relentlessly focused on what you do that adds value. Do you deliver
your work on time, every time? Do you anticipate and solve problems before
they become crises? Do your clients save money and headaches just by having
you on the team? Do you complete projects within the allotted budget?
Branding integrates customer service,
sales promotion, public relations, direct mail, newsletters, discounts,
event sponsorship, word of mouth and other communications tactics to present
a unified message about the company, its products or services.
Your brand will integrate all your
marketing around a core idea and vision. As a result, you will find it
easier to sell yourself, because your message will be uniform and powerful.
Every business needs to evaluate its brand identity against the following
criteria:
Relevance to the Market
A brand must stand for something
that is meaningful to members of a target market. Your brand encompasses
the total experience of doing business with you.
Consistency of Behavior
Customers must be able to depend
on the brand to deliver the same experience every time. Because your market
experiences your values through your brand, the only way they will truly
become loyal to your brand is through your dedication and consistency.
Relationship-Building
A brand is not a logo or an advertising
strategy. "The strength of any brand is in the relationship it has between
a company and its customers. The stronger the relationship, the more business
they will do, and the more likely it is that customers will refer them
to their friends and business associates.
Loyalty to the Customer Is Returned
The test of a brand is, in fact,
the strength of loyalty it generates. If you have a strong relationship
with your target audience, then you have a strong brand and a strong business.
Reputation Is Priceless
The only way to be successful in
business is by establishing a good reputation, and a brand can help you
do that. Your reputation works as your strongest marketer by communicating
the relationship you have with people who've done business with you, and
your target market in general.
Good brands stand the test of time.
To develop a brand that will last a lifetime, go beyond what you do right
now. Think long term. Look at Coke, Ford and General Electric. No matter
what they sell or how they change over time, they can rely on their brand
equity build on a foundation of customer trust to take them deep into their
customerís trust quotient and keep them there.
If you establish a place of trust
and relevance in prospects' minds, you're already in the door. The more
people believe in your brand, the more it will spread throughout your niche
market without your pushing. If your brand is clear, distinctive, and easily
understood, and expresses a unique, compelling benefit that people believe
in, it will bring you all the business you can handle.
About The Author
Steven Van Yoder is author of Get
Slightly Famous: Become a Celebrity in Your Field and Attract More Business
with Less Effort. Visit http://www.getslightlyfamous.com
to read the book and learn about 'slightly' famous teleclasses, workshops,
and marketing materials to help small businesses and solo professionals
attract more business.
Copyright 2003, Steven Van Yoder.
All rights reserved. Get Slightly Famous is a trademark of Steven Van Yoder.
steven@getslightlyfamous.com
Courtesy of
http://www.ArticleCity.com/
TEN EXERCISES ON PERSONAL BRANDING
Gary Ryan Blair
1. What specific qualities and characteristics
make you different, even better than anyone else?
2. What is the "feature-benefit
model" that you offer?
3. What do you do that adds remarkable,
distinguishable, value?
4. What do you want to be famous
for?
5. What have you accomplished that
you can unabashedly brag about?
6. How can you package yourself
to stand out from the crowd?
7. Write your personal code of ethics.
The words you select will provide others with a detailed understanding
of the fiber of your personal brand.
8. Think of a unique name, or tag
line that would help you to differentiate yourself.
9. What can you do to make
yourself look better? Consider issues of dress, punctuality, manners, grammar,
etc.
10. Brainstorm for ways to
expand your network of contacts.
Gary Ryan Blair is President
of The GoalsGuy. A visionary and
gifted conceptual thinker, Gary is highly regarded as a speaker, consultant,
strategic planner, and coach to leading companies throughout the globe.
Visit The GoalsGuy
Shop for all of your goal setting and life planning needs.
-BrandingTheNet
- By Dan Janal
-
Get
Slightly Famous: Become a Celebrity in Your Field and Attract More Business
with Less Effort
