Be Your Own Brand A Breakthrough Formula for Standing Out from the Crowd

by McNally, David

• ISBN13: 9781605098104
• ISBN10: 1605098108
• Edition: 2nd
• Format: Paperback
• Copyright: 2011-01-03
• Publisher: Berrett-Koehler Publishers

Summary

This bestselling work describes how the art and science of brand building is typically identified with businesses, products, and services, but that personal and professional relationships can also be seen -- and managed -- in this very practical and effective light. The authors present "personal brand management" as a real-life professional development tool that creates and reinforces strong, enduring relationships fueled by each individual's core values and beliefs. McNally and Speak show how to conceive, convey, and manage a distinctive, relevant, and consistent personal brand-an accurate reflection of who you really are. This revised edition leverages its past success (brand equity) to take advantage of the increased acceptance of personal brand as a personal and career development framework and for creating a competitive edge. Drawing on eight additional years of research and experience, the authors offer new information emphasizing the importance of relationship alignment; differentiating between a brand and a strong brand, and showing how social networks have impacted the branding process and how to use social networking to build a strong brand.

Author Biography

David McNally has enjoyed an extensive international business career and is among an elite group of recipients—only 186—of the Council of Peers Award for Excellence (CPAE) Speaker Hall of Fame by the National Speakers Association (NSA). David is also a bestselling author 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."

 

Karl D. Speak consults and speaks on brand management issues with companies and organizations globally. At the foundation of his experience and knowledge are his activities connected with Beyond Marketing Thought, the company he founded in 1984. Under Karl's direction, Beyond Marketing Thought, now rebranded as Brand Tool Box, has broadened its consulting practice to include a flourishing training business with a wide range of corporate clients, such as Honeywell, Target Corporation, American Airlines, Federal Express, ING, IBM, US Bank, Pillsbury Company, AT&T, Motorola, Skandia, The Scotts Company, The Wall Street Journal, 3M, and Sony. Karl holds a Masters Degree in Economics from the University of Minnesota.

Table of Contents

Acknowledgments	p. vii
Introduction: Being More of Who You Are	p. 1
Personal Brand Basics
Personal Brand: The Perception That You Made a Difference	p. 7
A Strong Personal Brand Delivers on Three Important Expectations	p. 17
Your Personal Brand Is Perceived from Three Different Dimensions	p. 30
Designing Your Personal Brand of Making a Difference
Authenticity: The Cornerstone to Building a Strong Brand	p. 47
Creating Your Brand Platform: Dimensions and Ethos	p. 62
A Promise to Be More of Who You Are	p. 74
How Strong Is Your Personal Brand Today?	p. 85
Using the Power of Alignment to Build a Strong Personal Brand
Aligning to Become a Stronger Brand	p. 101
Personal Brand Building Has Gone Social	p. 114
The Courage to Live Your Brand	p. 123
Works Cited	p. 135
Index	p. 137
About the Authors	p. 142
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