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Instant MBA by Nicholas Bate

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35. Build your brand

You have a brand whether you like it or not. It’s what people say about you when you’re not there…

Here’s how to create the brand which is truly you, the brand you want.

Defining your brand

Your brand consists of the things people say about you when you are not present. Have a go at trying to encapsulate that now: imagine that you are not in the room and your name comes up for discussion. What might be said about you? Try capturing a few key words, maybe a sound bite or two. Perhaps things like reliable, creative, a bit of a problem attitude, ambitious, a loner? Try longer phrases: ‘We should certainly be making more use of her’ or ‘I’d like to use him more, but he’s a real liability with clients’. What would they say? Deep ...

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