Be Your Own Brand
Achieve More of What You Want by Being More of Who You Are
(Sprache: Englisch)
In this second edition of their classic book on personal brand, David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to...
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In this second edition of their classic book on personal brand, David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships.McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life particularly the one with your employer and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world.
Lese-Probe zu „Be Your Own Brand “
INTRODUCTIONBeing More of Who You Are
Everyone has a brand, and anyone can be a strong brand. It doesn t involve changing your personality you can be an introvert or extrovert. And it s definitely not about trying to be something you re not. The difference between one personal brand and another is that the person with a strong brand utilizes his or her special qualities to make a difference in the lives of others. Read that last sentence again, because it is the foundation upon which a strong personal brand is built. Using one s values and distinctive qualities to make a difference for others is the core ethos of strong, thriving personal brands.
Using marketing techniques merely to create a high profile for oneself is not the point and won t make you a stronger brand. When you make a discernable difference in the life of another, you make a lasting impression and your brand receives credit a deposit in the trust bank. Every meaningful impression adds more credits that build toward the establishment of a trusting relationship. Since the ability to build trusting relationships is a key component of professional and personal success, people with strong personal brands are able to achieve more of what they want by being more of who they are.
One cannot underestimate the importance of authenticity, nor can one overestimate the power of alignment in striving to become a stronger brand. The challenge to building a stronger brand is to have the courage to operate authentically, to strive to find alignment with others, and to be creative in applying one s special qualities to make a difference as often as possible. Passing along these and other lessons learned is our motivation for revising Be Your Own Brand.
In the first edition of Be Your Own Brand we successfully provided the first book that lays out a pragmatic framework for an individual to implement the principles of personal brand. Since writing the first edition, we observed two important trends
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that have made a big impact on personal brand: The first was the rapid growth and acceptance of personal brand as a professional development framework. The many books written about personal brand that followed Be Your Own Brand some in substance and others in title only have helped expand its use. The second trend is social media. The introduction and omnipresence of social media has created a tool that enables individuals to build a stronger personal brand in a way hardly imagined when we published the first edition.
After the book was published in 2002, we set out on our separate paths to apply the concepts of personal brand in our different businesses.
Karl, as the principal of Brand Tool Box, Ltd., applied the concepts of personal brand in his capacity as a corporate brand strategist. The pragmatic framework of personal brand allowed Karl to create a useful and powerful foundation for internal brand building. At the core of this corporate brand-building innovation is a framework to align the personal brands of employees with the brand of their corporate employer.
David, as a renowned business speaker and executive coach, employed the framework of personal brand in his business, which is built on inspiring others to thrive through living a purposeful life. David s work in encouraging and coaching individuals to create powerful alignment of their personal brand with the contribution expected of them by their employers resulted in significantly higher employee engagement and commitment to key corporate strategies.
After traveling in our separate circles for years, we got together and compared notes. We observed that people with strong personal brands had a rich network of resources functional and emotional that powered the achievement of their goals. Our belief was reinforced that the formula
After the book was published in 2002, we set out on our separate paths to apply the concepts of personal brand in our different businesses.
Karl, as the principal of Brand Tool Box, Ltd., applied the concepts of personal brand in his capacity as a corporate brand strategist. The pragmatic framework of personal brand allowed Karl to create a useful and powerful foundation for internal brand building. At the core of this corporate brand-building innovation is a framework to align the personal brands of employees with the brand of their corporate employer.
David, as a renowned business speaker and executive coach, employed the framework of personal brand in his business, which is built on inspiring others to thrive through living a purposeful life. David s work in encouraging and coaching individuals to create powerful alignment of their personal brand with the contribution expected of them by their employers resulted in significantly higher employee engagement and commitment to key corporate strategies.
After traveling in our separate circles for years, we got together and compared notes. We observed that people with strong personal brands had a rich network of resources functional and emotional that powered the achievement of their goals. Our belief was reinforced that the formula
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Inhaltsverzeichnis zu „Be Your Own Brand “
AcknowledgmentsIntroduction Being More of Who You Are
Chapter One Personal Brand: The Perception That You Made a Difference
Chapter Two A Strong Personal Brand Delivers on Three Important Expectations
Chapter Three Your Personal Brand is Perceived From Three Different Dimensions
Chapter Four Authenticity: The Cornerstone to Building a Strong Brand
Chapter Five Creating Your Brand Platform: Dimensions and Ethos
Chapter Six A Promise to Be More of Who You Are
Chapter Seven How Strong is Your Personal Brand Today?
Chapter Eight Aligning to Become a Stronger Brand
Chapter Nine Personal Brand Building Has Gone Social
Chapter Ten The Courage to Live Your Brand
Works Cited
Index
About the Authors
Autoren-Porträt von David McNally, Karl D. Speak
David McNally is a best selling author, an internationally acclaimed speaker, and an award-winning film producer. He is the author of the bestselling Even Eagles Need a Push: Learning to Soar in a Changing World and The Eagle s Secret: Success Strategies for Thriving at Work and in Life. He has spoken before such organizations as Merrill Lynch, The Washington Post, Unisys, Dun & Bradstreet, Honeywell, American Express Financial, State Farm Insurance, and Amway.Karl D. Speak is president of Beyond Marketing Thought, a global brand management consulting firm. In addition to his many consulting assignments, his Executive Branding Workshops , seminars, and keynotes help take the mystique out of brand management issues for audiences representing every size, scale, and type of business. He writes regularly for magazines ranging from Design Management Journal to the Journal of Health Care Marketing. He has taught in MBA programs from the University of Minnesota to London s renowned University of Westminster. His client list includes industry leaders like Target Corporation, Wall Street Journal, Stanley Tool Works, Skandia, Pillsbury, FedEx, US Bancorp Piper Jaffray, Sony, American Express, Cargill, Sara Lee, 3M, Honeywell.
Bibliographische Angaben
- Autoren: David McNally , Karl D. Speak
- 2011, 2nd. upd. and exp. Ed., 168 Seiten, 7 Abbildungen, Maße: 13,9 x 21,7 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Professional
- ISBN-10: 1605098108
- ISBN-13: 9781605098104
- Erscheinungsdatum: 04.03.2011
Sprache:
Englisch
Pressezitat
Squarely delivers where other books have left off by creating a genuine self-understanding and a strong picture of the person you are and want to become to create real, sustainable personal change. Stephen Weiss, former President, EDMC Online Higher Education, and former President and COO, Capella Education Company
A strong personal brand is paramount for effective leadership. Be Your Own Brand is a powerful and practical guide for building deep and meaningful relationships.
Perry Cantarutti, Senior Vice President, Europe, Middle East, and Africa, Delta Air Lines
Be Your Own Brand, when applied within a business organization, has the power to accelerate the pace of organizational brand development tremendously.
Taras K. Rebet, President, Western Europe, Otto Bock HealthCare GmbH
From this book you ll experience deep introspection and discover your own brand, which will surely ignite personal and professional growth.
Heather Backstrom, Employee Development Manager, Moog, Inc. Aircraft Group
Be Your Own Brand explores the notion of a personal brand not as some kind of scripted performance but as the most genuine and natural affirmation of individual strengths and distinctiveness.
Matthew Damon, President, Nilan Johnson Lewis
The explicit and implicit connection between one s personal brand and the brand of the company or organization for whom one works is convincingly presented in this book. Its message that our brands allow us to become more of who we are, reflecting what we stand for and how we convey that to others is as true for individuals as it is for organizations.
Katrinka Smith Sloan, COO, LeadingAge
After reading Be Your Own Brand, I only wish that I would have read this book when I started my career as a brand professional sixteen years ago. It s a must-read book for people who wish to achieve their highest level in life. I am currently lecturing in an
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international university, and this book is mandatory for all my students.
Dino Martin, Brand Consultant and Associate Faculty Member, Binus University, Jakarta, Indonesia
The one sales effectiveness book every sales and marketing executive should have on the bookshelf, Be Your Own Brand speaks to today s most urgent business issue: your people are your brand. I found every page to be full of great ideas and powerful insights.
E. Patrick Gallagher, Director, Learning and Development, FindLaw, a Thomson Reuters Company
Virtually everyone in business can become a more effective leader by putting into practice the power of positive perceptions presented in this book. In addition, the authors take on authenticity and making a difference can add a new, powerful perspective to any coach s leadership development activities.
Karen Gifford, President, Gifford Management and Leadership Coaching
Everyone has a brand. This book will teach you how to translate your purpose, vision, and values into a strong personal and professional brand. The book leads you on a journey that will help you understand the power of your personal brand and nurture its evolution throughout your career.
Agnes Ring, Vice President, Bonestroo
In the financial services industry, a strong personal brand is essential for career success and personal fulfillment. McNally and Speak have written an invaluable guide for helping financial advisors craft such a brand for themselves and their enterprise.
Michael J. Haglin, Division Vice President, Thrivent Financial for Lutherans
Be Your Own Brand demonstrates how the principles of marketing can also serve as the foundation of authentic leadership. The authors ability to draw upon the common understanding of branding to create a parable about self-awareness and effective leadership makes Be Your Own Brand essential reading for every manager looking to make a difference.
Durwin A. Long, PhD, Assistant Dean, Executive and Professional Development, Opus College of Business, University of St. Thomas
As a senior executive in a growing company, I saw firsthand how the personal brand concepts in Be Your Own Brand were instrumental in helping employees find a strong connection between their work and the value we provided to our customers. The focus on making a difference in the revised version of Be Your Own Brand will undoubtedly make these proven concepts of personal brand an even more powerful customer-centric employee engagement tool.
John Super, President, Advance Path
In the financial services business, the personal brand of each advisor has a big impact on client loyalty. When the personal brand of an advisor is aligned with the company s brand, both become stronger together. The innovative personal brand concepts in Be Your Own Brand will help advisors build a stronger personal brand.
Wick Manley, Senior Vice President, AgStar Financial Services
As this book says, the brand on the outside is only as good as the brand on the inside. Based on the personal brand concepts in Be Your Own Brand, the brand training program we created with Karl helps our associates align their personal brands with our enterprise brand.
Mark Berryman Hier, Second Vice President, Communications and Research, Securian Financial Group, Inc.
Dino Martin, Brand Consultant and Associate Faculty Member, Binus University, Jakarta, Indonesia
The one sales effectiveness book every sales and marketing executive should have on the bookshelf, Be Your Own Brand speaks to today s most urgent business issue: your people are your brand. I found every page to be full of great ideas and powerful insights.
E. Patrick Gallagher, Director, Learning and Development, FindLaw, a Thomson Reuters Company
Virtually everyone in business can become a more effective leader by putting into practice the power of positive perceptions presented in this book. In addition, the authors take on authenticity and making a difference can add a new, powerful perspective to any coach s leadership development activities.
Karen Gifford, President, Gifford Management and Leadership Coaching
Everyone has a brand. This book will teach you how to translate your purpose, vision, and values into a strong personal and professional brand. The book leads you on a journey that will help you understand the power of your personal brand and nurture its evolution throughout your career.
Agnes Ring, Vice President, Bonestroo
In the financial services industry, a strong personal brand is essential for career success and personal fulfillment. McNally and Speak have written an invaluable guide for helping financial advisors craft such a brand for themselves and their enterprise.
Michael J. Haglin, Division Vice President, Thrivent Financial for Lutherans
Be Your Own Brand demonstrates how the principles of marketing can also serve as the foundation of authentic leadership. The authors ability to draw upon the common understanding of branding to create a parable about self-awareness and effective leadership makes Be Your Own Brand essential reading for every manager looking to make a difference.
Durwin A. Long, PhD, Assistant Dean, Executive and Professional Development, Opus College of Business, University of St. Thomas
As a senior executive in a growing company, I saw firsthand how the personal brand concepts in Be Your Own Brand were instrumental in helping employees find a strong connection between their work and the value we provided to our customers. The focus on making a difference in the revised version of Be Your Own Brand will undoubtedly make these proven concepts of personal brand an even more powerful customer-centric employee engagement tool.
John Super, President, Advance Path
In the financial services business, the personal brand of each advisor has a big impact on client loyalty. When the personal brand of an advisor is aligned with the company s brand, both become stronger together. The innovative personal brand concepts in Be Your Own Brand will help advisors build a stronger personal brand.
Wick Manley, Senior Vice President, AgStar Financial Services
As this book says, the brand on the outside is only as good as the brand on the inside. Based on the personal brand concepts in Be Your Own Brand, the brand training program we created with Karl helps our associates align their personal brands with our enterprise brand.
Mark Berryman Hier, Second Vice President, Communications and Research, Securian Financial Group, Inc.
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