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

Chapter 3. Personal Brand Dimensions—Roles, Standards, and Style

The concept of branding has been around for a long time. By one count, more than 275 books, virtually all business-oriented, have been written on this topic over the last twenty-five years. Although there are many good ideas in that material, it is often difficult to reduce the process to practical, manageable terms.

Dissatisfied with the complexity so often found in other approaches to brand building, Karl's company, Beyond Marketing Thought, has invested over a million dollars to date in market research to validate an alternative—and much simpler—model that is now helping a growing number of businesses effectively define their brands.

In this chapter, we'll adapt the business ...