Personal Branding For Dummies E-Book

Susan Chritton

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 567

Veröffentlichungsjahr: 2014

Beschreibung

The simple guide to managing your personal brand, a vital element of success in the professional world

Personal Branding For Dummies, 2^nd Edition, is your guide to creating and maintaining a personal trademark by equating self-impression with other people's perceptions. This updated edition includes new information on expanding your brand through social media, online job boards, and communities, using the tried and true methods that are the foundation of personal branding. Marketing your skills and personality, and showing the rest of the world who you are, gives you a competitive edge. Whether you're looking for your first job, considering changing careers, or just want to be more viable and successful in your current career, this guide provides the step-by-step information you need to develop your personal brand.

Distinguishing yourself from the competition is important in any facet of business, and the rise of personal branding has evolved specifically to help candidates stand out from the global talent pool. Establishing a professional presence with a clear and concise image, reputation, and status is a must, whether you're a new grad or an accomplished executive. Personal marketing has never been more important, and your personal brand should communicate the best you have to offer. Personal Branding For Dummies, 2^nd Edition, leads you step by step through the self-branding process.

• Includes information on how to know the "real" you
• Explains how to develop a target market positioning statement
• Helps you make plans for your personal brand communications
• Instructs you with ways to make your mark on your brand environment

The book also discusses continued brand building, demonstrating your brand, and the 10 things that can sink your brand. A personal brand is more than just a business card and a resume. It should be exquisitely crafted to capture exactly the image you wish to project. Personal Branding For Dummies, 2^nd Edition provides the information, tips, tricks, and techniques you need to do it right.

Leseprobe

Personal Branding For Dummies®

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2014 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2014933737

ISBN 978-1-118-91555-4 (pbk); ISBN 978-1-118-91557-8 (ebk); ISBN 978-1-118-91556-1 (ebk)

Manufactured in the United States of America

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Personal Branding For Dummies

Visit www.dummies.com/cheatsheet/personalbranding to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Foolish Assumptions

Icons Used in This Book

Beyond the Book

Where to Go from Here

Part I: Why Is Personal Branding Important?

Chapter 1: Showing the World Who You Are

Discovering Personal Branding

Know your brand

Communicate your brand

Control your brand ecosystem

Figuring Out Who You Really Are

Shedding others’ ideas and expectations

Getting to know the authentic you

Knowing what you need

Shaping your identity

Considering your life circumstances

Defining your meaning for success

Heeding your call

Owning the Business of You

Spotting your target audience

Identifying your competitors

Synthesizing what you stand for

Communicating Your Brand

Telling your story

Putting your identity in writing

Tapping into social media

Thriving in Your Brand Ecosystem

Polishing your personal image

Connecting with your network

Living your brand at work

Chapter 2: Appreciating the Power of Branding

Eyeing Corporations: Your Initiation into the Purpose of Branding

Realizing why companies invest so heavily in branding

Crafting a positive, unique brand image

Differentiating from competitors

Connecting with customers emotionally

Considering Elements of the Most Successful Corporate Brands

Visual elements: Colors, fonts, and logos

Language elements: Slogans and taglines

Auditory elements: Songs and sounds that stick in your memory

Examining How a Few Famous Brands Create Connections

Disney princesses

Apple

Trader Joe’s

Starbucks

Target

Embracing the Idea of Marketing Yourself

Feeling confident that you can set yourself apart

Seeing your market potential

Investing upfront to reap benefits down the road

Chapter 3: Case Studies in Personal Branding Success

Measuring the Brands of Media and Business Moguls

Oprah Winfrey

Howard Stern

Kathy Ireland

Simon Cowell

Studying How Sports Figures Brand Themselves

Tony LaRussa

Cal Ripken Jr.

Shaquille O’Neal

Creating an Entertaining Brand

Lady Gaga

Meryl Streep

Putting Public Figures in the Spotlight

Kate Middleton: The humble princess

Jimmy Carter

Barack Obama

Brené Brown: The vulnerable brand

Big League Executives: Mirroring a Corporate Brand with a Personal Brand

Steve Jobs: “Think different”

Mark Zuckerberg

Watching Famous Personal Brands Take a Dive (And Sometimes Rebound)

Joe Paterno

Anthony Weiner

Magic Johnson

Martha Stewart

Part II: Knowing Your Brand

Chapter 4: Defining Who You Are

Identifying What Matters to You

Knowing your needs

Defining your values

Focusing on the things you love to do

Determining your place in the world

Outlining your vision: Taking your mission out into the world

Realizing What You’re Naturally Good at: Your Strengths and Uniqueness

Studying your strengths

Remembering your weaknesses

Analyzing your strengths and weaknesses (SWOT)

Spotting your freak factor: What makes you unique

Figuring Out What Else You Bring to the Table

Letting your personality shine

Highlighting your educational accomplishments

Placing a value on your work experience

Realizing what makes you proud

Gaining a 360º View of Yourself

The 360Reach assessment

Conducting a self-analysis

Asking for insights from friends and family

Getting feedback on the job

Reacting when people see you differently than you see yourself

Bridging Who You Are and What You Want

Setting goals to enhance your brand

Investing in yourself

Chapter 5: Spotting Your Target Audience

Recognizing Who You’re Trying to Reach

Imagining your ideal client or workplace

Focusing on potential employers

Using the ACE method

Targeting future customers

Keeping your eyes on the company you work for

Researching Your Targets

Searching for information online

Going straight to the source (if possible)

Attending conferences and trade shows

Aligning Yourself with Your Target Market

Catering to the psychographics and demographics of your market

Appealing both rationally and emotionally

Highlighting your benefits to your market

Creating an emotional bond: Investing in relationships

Developing a Target Market Positioning Statement

Chapter 6: Knowing Your Niche — and Your Competitors

Owning the Business — of You

Identifying the sweet spot in which you want to compete

Owning your niche

Differentiating Your Brand

Finding your potential competitors

Determining how you and your competitors differ

Understanding Contenders for Your Target Market

Comparing, not competing, for the same dollars

Overcoming your fears in the face of competition

Defending your brand

Asking for advice from colleagues

Chapter 7: Crafting Your Personal Brand Profile

Compiling Your Personal Brand Profile

Gathering your stepping stones to success

Creating a personal brand profile table

Developing Your Unique Promise of Value and Personal Brand Statement

Identifying your unique promise of value

Moving from your promise to your personal brand statement

Summing up your personal brand in a tagline

Test-driving your personal brand

Gearing Up for Your Personal Brand Strategy

Figuring out the finances to take your brand to market

Scheduling your successes

Chapter 8: Writing Your Story

Why People Like Stories

Crossing all cultures

Realizing how brains create and use stories

Using Storytelling to Illustrate Your Life

Finding the plot in your story

Creating trust through stories

Keeping gossip out of your brand

Making your story memorable

Crafting Your Personal Commercial

Avoiding common mistakes

Building your personal commercial

Aligning your message with your brand promise

Honing your personal pitch

Practicing Your Pitch

Part III: Communicating Your Brand with the World

Chapter 9: Branding Your Traditional Communication Tools

Setting Yourself Up for Success: Branded Job Search Documents

Showcasing your talents in writing

Meeting a case study: The story of Daniel Perlino, by Kelly Welch

Creating a branded resume