September 2003
Intermediate to advanced
148 pages
3h 18m
English
book
Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd
by David McNally, Karl D Speak
Content preview from Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd
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Chapter 2. Personal Brand Characteristics—Distinctive, Relevant, and Consistent
To make personal branding work for you, you need to understand how a business brand works. The principles and ideas developed and successfully used in business over many years are readily adaptable to building a personal brand.
For starters, since your brand is a perception maintained in someone else's mind, how others see you is the central issue. A strong brand, corporate or personal, needs to be so clearly defined that its intended audience can quickly grasp what it stands for. For a business, the audience is its customers. For a personal brand, it is those with whom we have (or want to have) relationships.
Three key components combine to determine the strength ...
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