Managing Brand YOU
words, if a company pays no real attention to the space its
brands occupy, then it will have abdicated the positioning job
and relegated its space in the marketplace to chance (or the con-
sumer) and possibly worse, to its competitors. In summary, po-
sitioning results in a credible and unique image of the product
in the minds of customers. It communicates a promise that is de-
livered through actual experience. So, doesn’t it make sense to use
this same technique to establish a new personal brand identity
that will capture and captivate its target as well?
Brands that follow this process are committed to occupying a
unique, differentiated position, or space, in the marketplace. Those
targeted spaces are a result of fact-based decisions and pragmatic
approach, similar to the way you must deﬁne the space you want
your personal brand to occupy. If you are successful, you will be a
well-positioned brand in the eyes of your target audience, and you
will command higher price points and enjoy “brand insistence.”
Yes, you, too, can achieve higher levels of recognition, responsi-
bility, and respect by building a well-positioned Brand YOU. Suc-
cessful brands establish an emotional bond with the consumer that
is stronger than merely the practical, that offers more than the on-
the-surface beneﬁts. Successful brands touch people’s emotions
and tap into their deepest values. Likewise, your personal brand can
establish emotional bonds that will serve you well into the future.
Successful brands establish an emotional bond
that is stronger than merely the practical.
Successful brands touch people’s emotions
and tap into their deepest values.