You Are a Brand: In Person and Online, How Smart People Brand Themselves For Business Success
"An excellent and welcome addition to the all-too-small library on the subject."—Tom Peters, author of In Search of Excellence
Stealing strategies directly from the playbook of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach. By the author of Breakthrough Branding.
be able to indulge your passions. You’ll also find that when you accept who you are, others will, too. Make Your Brand a Standout Having a different idea for your brand is powerful. It will position you apart from the crowd. There are many people competing with you, for your job, your opportunity, your money, your _______. That’s why your self-brand must make you stand out from your competitors in the minds of your prospects. Brand managers spend a lot of time delineating differences:
Premium Whether we like it or not, it’s human nature to notice good-looking things. Even newborns react differently to an attractive face compared to an unattractive one. And as we grow older, our eyes lock on to the beautiful people in a group, studies show. Lovely things have a way of breaking through. Two economists proved the beauty premium with a study based on a mock labor market in which students were employers and job seekers. The “job” was solving mazes. Some “employers” considered
other professional network groups don’t have, so get involved in alumni networking groups in your town or over the Internet. Networking groups: Explore different groups until you find ones that are the right fit. These groups can be daunting if they are large, so consider going with a friend and breaking up to network separately. Then come back together again from time to time. Master the art of the elevator speech that we discussed in chapter 9. Gender- or ethnicity-based networking groups:
than waiting for someone to introduce you, go up to a group or an individual and introduce yourself. Most people will be wearing name tags, so it will be easy to break the ice by referring to their organizations or companies. And individuals who are standing alone will no doubt love you for it. Likewise, back home you can create events like a small dinner gathering at a local restaurant to bring together diverse people in your network. Help someone first: Make the first move to help the new
world to enhance your identity and communicate your USP. You are the storyteller of your own life and you can create a compelling brand story that helps empower your success or not. Branding also means developing a marketing plan for reaching your goals, tactics to get from A to B (and through all the other letters of the alphabet, depending on your goals). And it means engaging your target audience (your “customers”) without seeming self-promotional and obnoxious and getting your work in front