chapter 4
Use your roadmap to stand out
People talk about personal brand and even write books about it, but I think we should talk aboutour human brand instead and this chapter will help you discover it. A human brand is very different from corporate branding. Using Guinness as an example, we think of the product’s identity, its market positioning and its core message. When I talk about creating your human brand I mean understanding your core strengths, building on them, knowing what makes you stand out and telling your story to inspire the people around you. This includes how you’re perceived at work and in interviews for a promotion or a new job. It’s all very well having a human brand, but if people are not seeing or believing it, then you ...
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