Verfügbarkeit: Personal branding for dummies

Personal branding for dummies:

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Bibliographische Detailangaben
1. Verfasser:	Chritton, Susan (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Hoboken, N.J. [u.a.] Wiley 2012
Schriftenreihe:	For dummies
Schlagworte:	Branding (Marketing)
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XX, 340 S. graph. Darst. 20 cm
ISBN:	1118117921 9781118117927

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Titel: Personal branding for dummies Autor: Chritton, Susan Jahr: 2012 Table of Contents Introduction................................................................. 1 About This Book..............................................................................................1 Conventions Used in This Book.....................................................................2 Foolish Assumptions.......................................................................................3 How This Book Is Organized..........................................................................3 Part I: Why Is Personal Branding Important?.....................................4 Part II: Knowing Your Brand.................................................................4 Part III: Communicating Your Brand with the World........................4 Part IV: Controlling Your Brand Ecosystem.......................................5 Part V: The Part of Tens........................................................................5 Icons Used in This Book.................................................................................6 Where to Go from Here...................................................................................6 Part 1: Why Is Personal Branding Important).................7 Chapter 1: Showing the World Who You Are......................9 Discovering Personal Branding...................................................................10 Know your brand.................................................................................10 Communicate your brand...................................................................11 Control your brand ecosystem..........................................................12 Figuring Out Who You Really Are................................................................12 Shedding others ideas and expectations.........................................13 Getting to know the authentic you....................................................13 Knowing what you need......................................................................14 Shaping your identity..........................................................................14 Considering your life circumstances.................................................15 Heeding your call.................................................................................15 Owning the Business of You........................................................................17 Spotting your target audience............................................................17 Identifying your competitors..............................................................18 Synthesizing what you stand for........................................................18 Communicating Your Brand.........................................................................19 Telling your story................................................................................19 Putting your identity in writing..........................................................20 Tapping in to social media.................................................................21 Thriving in Your Brand Ecosystem.............................................................22 Polishing your personal image...........................................................22 Connecting with your network...........................................................23 Living your brand at work..................................................................24 Chapter 2: Appreciating the Power of Branding..................27 Eyeing Corporations: Your Initiation into the Purpose of Branding.......28 Realizing why companies invest so heavily in branding................28 Crafting a positive, unique brand image...........................................29 Differentiating from competitors.......................................................30 Connecting with customers emotionally..........................................31 Considering Elements of the Most Successful Corporate Brands...........31 Visual elements: Logos, colors, and fonts........................................31 Language elements: Slogans and taglines.........................................32 Auditory elements: Songs and sounds that stick in your memory.... 33 Examining How a Few Famous Brands Create Connections....................34 Disney princesses................................................................................34 Apple.....................................................................................................36 Trader Joe s..........................................................................................36 Starbucks..............................................................................................37 Target....................................................................................................37 Embracing the Idea of Marketing Yourself.................................................37 Feeling confident that you can set yourself apart...........................38 Seeing your market potential.............................................................38 Investing up front to reap benefits down the road..........................39 Chapter 3: Case Studies in Personal Branding Success...........41 Measuring the Brands of Media and Business Moguls.............................42 Oprah Winfrey......................................................................................42 Howard Stern........................................................................................42 Kathy Ireland........................................................................................43 Simon Cowell........................................................................................44 Studying How Sports Figures Brand Themselves......................................44 Tony LaRussa.......................................................................................44 CalRipkin..............................................................................................45 Shaquille O Neal...................................................................................45 Creating an Entertaining Brand...................................................................46 Lady Gaga..............................................................................................46 Meryl Streep.........................................................................................46 Putting Public Figures in the Spotlight.......................................................47 Kate Middleton, the humble princess...............................................47 Jimmy Carter........................................................................................47 BarackObama......................................................................................48 BigLeague Executives: Mirroring a Corporate Brand with a Personal Brand....................................................................48 Steve Jobs: Think different ..............................................................49 Mark Zuckerberg..................................................................................51 Watching Famous Personal Brands Take a Dive (and Sometimes Rebound).......................................................................51 JoePaterno...........................................................................................52 Anthony Weiner...................................................................................52 Magic Johnson......................................................................................52 Martha Stewart.....................................................................................53 Part II: Knowing Your Brand.......................................55 Chapter 4: Defining Who You Are...............................57 Identifying What Matters to You.................................................................57 Knowing your needs............................................................................58 Defining your values............................................................................60 Focusing on the things you love to do..............................................62 Determining your place in the world................................................65 Outlining your vision: Taking your mission out into the world.....67 Realizing What You re Naturally Good At: Your Strengths and Uniqueness..............................................................68 Studying your strengths......................................................................69 Remembering your weaknesses.........................................................71 Analyzing your strengths and weaknesses (SWOT)............................72 Spotting your freak factor: What makes you unique.......................72 Figuring Out What Else You Bring to the Table.........................................74 Letting your personality shine...........................................................74 Highlighting your educational accomplishments............................76 Placing a value on your work experience.........................................77 Realizing what makes you proud.......................................................78 Gaining a 360° View of Yourself...................................................................79 The360Reach assessment..................................................................80 Conducting a self-analysis..................................................................81 Asking for insights from friends and family.....................................81 Getting feedback on the job...............................................................82 Reacting when people see you differently than you see yourself.... 82 Bridging Who You Are and What You Want..............................................82 Setting goals to enhance your brand................................................83 Investing in yourself............................................................................87 Chapter 5: Spotting Your Target Audience.......................89 Recognizing Who You re Trying to Reach..................................................89 Imagining your ideal client or workplace.........................................90 Focusing on potential employers......................................................91 Using the ACE Method........................................................................93 Targeting future customers................................................................94 Keeping your eyes on the company you work for...........................95 Researching Your Targets............................................................................96 Searching for information online.......................................................97 Going straight to the source (if possible).........................................97 Attending conferences and trade shows..........................................98 Aligning Yourself with Your Target Market...............................................98 Catering to the psychographics and demographics of your market..................................................................................99 Appealing both rationally and emotionally......................................99 Highlighting your benefits to your market.....................................100 Creating an emotional bond: Investing in relationships...............100 Developing a Target Market Positioning Statement................................101 Chapter 6: Knowing Your Niche - and Your Competitors.........103 Owning the Business - of You..................................................................103 Identifying the sweet spot in which you want to compete...........104 Owning your niche.............................................................................105 Differentiating Your Brand.........................................................................107 Finding your potential competitors.................................................107 Determining how you and your competitors differ.......................108 Understanding Contenders for Your Target Market...............................110 Comparing, not competing, for the same dollars..........................111 Overcoming your fears in the face of competition........................112 Defending your brand.......................................................................112 Asking for advice from colleagues...................................................113 Chapter 7: Crafting Your Personal Brand Profile.................115 Compiling Your Personal Brand Profile....................................................115 Gathering your stepping stones to success...................................116 Creating a personal brand profile table..........................................117 Developing Your Unique Promise of Value and Personal Brand Statement......................................................................117 Identifying your unique promise of value.......................................117 Moving from your promise to your personal brand statement.....119 Summing up your personal brand in a tagline...............................121 Test-driving your personal brand....................................................123 Gearing Up for Your Personal Brand Strategy.........................................124 Figuring out the finances to take your brand to market...............124 Scheduling your successes...............................................................125 Chapter 8: Writing Your Story.................................127 Why People Like Stories.............................................................................127 Crossing all cultures..........................................................................128 Realizing how brains create and use stories..................................129 Using Storytelling to Illustrate Your Life..................................................130 Finding the plot in your story..........................................................131 Creating trust through stories.........................................................132 Keeping gossip out of your brand...................................................133 Making your story memorable.........................................................134 Crafting Your Personal Commercial.........................................................134 Avoiding common mistakes.............................................................134 Building your personal commercial................................................136 Aligning your message with your brand promise..........................137 Honing your personal pitch..............................................................137 Practicing Your Pitch..................................................................................138 Part III: Communicating Your Brand With the World...141 Chapter 9: Branding Your Traditional Communication Tools......143 Setting Yourself Up for Success: Branded Job Search Documents.......143 Showcasing your talents in writing.................................................144 Meeting a case study: The story of Daniel Perlino by Kelly Welch................................................................................145 Creating a branded resume..............................................................146 Penning your branded biography....................................................147 Writing letters of introduction.........................................................152 Compiling a printed portfolio...........................................................153 Taking Your Message Public......................................................................156 Reaching a wider audience with articles........................................156 Mastering public speaking and presentations...............................157 Developing your personal brand on television..............................158 Chapter 10: Communicating Your Brand Online..................163 Determining Your Online Message............................................................163 Attracting Your Audience to a Profile Hub...............................................164 Setting Up a Website...................................................................................165 Decisions, decision: Create your own site or hire a pro?.............166 When you decide to do it on your own........................................167 Becoming a Blogger.....................................................................................167 Considering the merits of blogging.................................................168 Creating an online ecosystem..........................................................169 Getting started...................................................................................170 Sharing your wisdom.........................................................................171 Repurposing your blog content.......................................................172 Showcasing Your Personal Brand on Linkedln........................................173 Controlling first impressions............................................................174 Optimizing your snapshot: Headline and photo............................174 Filling in the other basic information on the profile..........................176 Links: Using custom anchor text.....................................................177 Gathering recommendations............................................................177 Crafting the summary section..........................................................178 Stating your specialties.....................................................................178 Completing a Linkedln profile worksheet.......................................178 Considering a case study: Daniel Perlino s Linkedln profile........180 Bonding with Facebook: Key Factors for Building Your Reputation.... 181 Considering your big-picture strategy............................................182 Optimizing what everyone can see..................................................182 Deciding on your privacy settings...................................................183 Populating your Facebook profile....................................................183 Sharing your personal brand story one post at a time.................185 Getting Connected with Google+...............................................................185 Tweeting on Twitter....................................................................................186 Extending your Twitter reach..........................................................187 Following back your followers.........................................................188 Creating a Twitter list........................................................................188 Finding out who has unfollowed you..............................................189 Publishing an Electronic Newsletter (Or Not).........................................190 Selecting a newsletter tool................................................................190 Designing your newsletter s look and feel......................................191 Posting Videos.............................................................................................192 Podcasting....................................................................................................193 Measuring Your Online Reputation...........................................................193 Combating a Regretful Online Identity.....................................................194 Chapter 11: Planning Your Personal Brand Communications......197 Laying the Groundwork for Your Communications Strategy................198 Figuring out your area of expertise.................................................199 Filling in your slices...........................................................................200 Setting the Strategy.....................................................................................201 Considering a sample communications plan.................................202 Building word-of-mouth support.....................................................204 Achieving the Three Cs...............................................................................204 Clarity: Crafting a clear message.....................................................204 Consistency: Presenting the same message every time...............205 Constancy: Designing a plan so that people hear your message frequently...............................................................205 Establishing Yourself as an Expert............................................................206 Using your niche to find your uniqueness......................................207 Staying authentic...............................................................................207 Preparing a personal press release.................................................208 Creating an Experience for Your Audience..............................................210 Part IV: Controlling Your Brand Ecosystem.................211 Chapter 12: Fashioning Your Image to Match Your Personal Brand .. .213 Realizing How Much Appearances Matter...............................................213 Have You Got the Look? Focusing on Clothes and Grooming...............215 Career dressing for men....................................................................216 Career dressing for women..............................................................217 Grooming tips.....................................................................................219 Styles for your body type.................................................................220 Branding Your Attributes to Look Like You.............................................221 Choosing clothes based on your personal brand characteristics... 221 Aligning your style with your work goals.......................................222 Recognizing That You Are Always on Display.........................................223 Getting your body language to be on message..............................223 Voicing your brand............................................................................225 Having Headshots and Other Photos Taken............................................227 Quiz: Your Image Is Showing......................................................................228 Answers...............................................................................................230 Scores..................................................................................................231 Chapter 13: Your Visual Identity: Making Your Mark on Your Brand Environment..............................233 Writing an Effective Design Brief...............................................................233 Leading with Your Personal Logo.............................................................235 Choosing Fonts for Your Personal Brand.................................................236 Creating a Color Palette..............................................................................237 Spotting color in the corporate world............................................238 Choosing colors that suit you..........................................................239 Considering the meanings of colors................................................239 Using your color(s) everywhere......................................................240 Selecting Images That Tell Your Story......................................................240 Building Your Brand Identity System........................................................241 Creating business cards....................................................................241 Generating stationery........................................................................242 Designing brochures.........................................................................243 Printing postcards.............................................................................243 Preparing PowerPoint slides............................................................244 Applying Your Visual Identity Online and with Media...........................244 Securing the right online addresses................................................244 Piecing together your e-mail signature...........................................245 Carrying your identity into your website.......................................245 Personalizing your social media sites.............................................246 Building a video library.....................................................................246 Branding Your Workspace.........................................................................247 Aligning your office environment to fit your brand.......................248 Personalizing your workspace.........................................................248 Messaging your business tools........................................................249 Chapter 14: Focusing on Special Populations...................251 College Students: Getting on Brand Straight Out of the Gate................251 Young Professionals: Conveying Energy and Professionalism..............252 The Middle Years: Strategizing for Success.............................................253 Branding a Second Career..........................................................................254 Executives: Presenting Confidence and Control...........................................257 Service Professionals: Selling Your Personal Brand to Each Client......257 Entrepreneurs: Connecting Personal Brand with Your Business Plan.....259 Women: Highlighting Strengths.................................................................260 Community Volunteers: Merging Mission and Meaning with Community.......................................................................261 Having a Personal Brand around the World............................................263 Relocating abroad: Doing initial research......................................265 Assimilating your style across cultures..........................................265 Giving the appearance of being global............................................267 Crafting your international bio........................................................268 Chapter 15: Building and Nurturing Your Network...............271 Defining Your Brand Community...............................................................271 Identifying who you know.................................................................272 Getting out of your comfort zone....................................................273 Nurturing your contacts...................................................................275 Choosing a networking group..........................................................276 Starting the Conversation...........................................................................277 Hitting the Conference Circuit...................................................................278 Making the most of a conference.....................................................278 Giving out business cards.................................................................279 Working your brand into the conversation....................................280 Using Social Media to Build Your Network..............................................280 Minding your manners online..........................................................280 Establishing your professional network on Linkedln....................281 Supporting your efforts on Facebook..............................................282 Extending your reach on Twitter.....................................................282 Networking within Your Workplace..........................................................282 Playing politics...................................................................................283 Being meeting savvy..........................................................................283 Amassing Referrals That Can Sell Your Brand.........................................284 Building your brand ambassadors..................................................284 Believing in reciprocal action...........................................................285 Expanding Your Network with a Mentor s Help......................................285 Chapter 16: Personal Branding in the Workplace................287 Moving Toward a Personal Branding Mindset on the Job.....................288 Casting for the Hollywood gig model..............................................289 Engaging in lifelong learning.............................................................291 Adjusting your loyalties....................................................................291 Exercising your personal brand career strategy...........................293 Identifying your boss(es)..................................................................294 Choosing your own job title.............................................................294 Thriving in a competency-based world..........................................295 Selling Your Brand to Your Internal Market: Your Boss and Coworkers......................................................................295 Building credibility............................................................................296 Building a strong relationship with your boss...............................296 Aligning Your Brand with the Company s Brand....................................297 Intertwining your brand with your company.................................297 Being authentic in what you do.......................................................298 Finding the ideal situation................................................................299 Standing Out in a Likeable Way.................................................................300 Should You Stay or Should You Go?.........................................................301 Redesigning your current job...........................................................301 Highlighting your personal brand when negotiating....................302 Succeeding During the First 90 Days of a New Job.................................303 Part V: The Part of Tens............................................305 Chapter 17: Ten Key Benefits of Personal Branding..............307 Granting Permission to Be Yourself..........................................................307 Gaining Confidence......................................................................................307 Building Credibility.....................................................................................308 Showcasing Your Specialty........................................................................308 Leaving Your Mark......................................................................................308 Connecting You to Your Target Audience...............................................309 Distinguishing Yourself from the Competition........................................309 Getting the Support You Need...................................................................310 Focusing Your Energy.................................................................................310 Letting Yourself Be Lazy.............................................................................310 Chapter 18: Ten Ways You Can Sink Your Brand.................311 Letting It Go Stale: Taking Your Brand for Granted................................311 Neglecting Consistency...............................................................................311 Speaking Before You Think........................................................................312 Exhibiting Bad Behavior.............................................................................312 Being Unresponsive.....................................................................................313 Ignoring the Politics....................................................................................313 Having an Unprofessional Online Image...................................................313 Not Telling the Truth..................................................................................314 Being Inauthentic: Looking Like a Phony.................................................314 Losing Focus.................................................................................................314 Chapter 19: Ten Ways to Demonstrate Your Brand...............315 Being Authentic in All That You Do..........................................................315 Standing for Something...............................................................................316 Having Consistency in Your Communications........................................316 Building Character Online: Creating a Signature Look...........................316 Leveraging Linkedln....................................................................................317 Going Viral on Twitter.................................................................................317 Facebooking the Right Friends..................................................................317 Marketing Your Materials and Business Cards........................................318 Engaging in Community Involvement.......................................................318 Highlighting Your Brand Daily...................................................................319 Chapter 20: Ten Things You Can Do to Continue to Build Your Brand..........................................321 Implementing Your Personal Brand Strategy Plan..................................321 Staying Relevant..........................................................................................322 Continuing to Evaluate the Competition..................................................322 Producing Genuine Value...........................................................................322 Working on High-Profile Projects..............................................................323 Setting New Goals........................................................................................323 Aligning Your Time with Your Brand........................................................323 Keeping Up with Technology.....................................................................323 Nurturing Your Network.............................................................................324 Be a Confidence Emitter.............................................................................324 Index.......................................................................325
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author	Chritton, Susan
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discipline	Psychologie Wirtschaftswissenschaften
format	Book
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spelling	Chritton, Susan Verfasser (DE-588)1025685024 aut Personal branding for dummies by Susan Chritton Hoboken, N.J. [u.a.] Wiley 2012 XX, 340 S. graph. Darst. 20 cm txt rdacontent n rdamedia nc rdacarrier For dummies Branding (Marketing) Erscheint auch als Online-Ausgabe, EPUB 978-1-118-23818-9 Erscheint auch als Online-Ausgabe, MOBI 978-1-118-26262-7 Erscheint auch als Online-Ausgabe, PDF 978-1-118-22453-3 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025218152&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Chritton, Susan Personal branding for dummies
title	Personal branding for dummies
title_auth	Personal branding for dummies
title_exact_search	Personal branding for dummies
title_full	Personal branding for dummies by Susan Chritton
title_fullStr	Personal branding for dummies by Susan Chritton
title_full_unstemmed	Personal branding for dummies by Susan Chritton
title_short	Personal branding for dummies
title_sort	personal branding for dummies
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025218152&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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