Efnisyfirlit

• 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
• Penning your branded biography
• Writing letters of introduction
• Compiling a printed portfolio
• Taking Your Message Public
• Reaching a wider audience with articles
• Mastering public speaking and presentations
• Developing your personal brand on TV
• Chapter 10: Communicating Your Brand Online
• Determining Your Online Message
• Attracting Your Audience to a Profile Hub
• Setting Up a Website
• Decisions, decisions: Create your own site or hire a pro?
• When you decide to do it on your own . . .
• Becoming a Blogger
• Considering the merits of blogging
• Creating an online ecosystem
• Getting started
• Sharing your wisdom
• Repurposing your blog content
• Showcasing Your Personal Brand on LinkedIn
• Controlling first impressions
• Optimizing your snapshot: Headline and photo
• Crafting the summary section
• Considering a case study: Daniel Perlino’s LinkedIn profile
• Filling in the other basic information on the profile
• Links: Using custom anchor text
• Gathering recommendations
• Pruning your endorsements
• Aligning privacy settings with your goals
• Completing a LinkedIn profile worksheet
• Bonding with Facebook: Key Factors for Building Your Reputation
• Considering your big-picture strategy
• Optimizing what everyone can see
• Deciding on your privacy settings
• Populating your Facebook profile
• Sharing your personal brand story one post at a time
• Getting Connected with Google Plus
• Tweeting on Twitter
• Extending your Twitter reach
• Following back your followers
• Creating a Twitter list
• Pinning Your Brand on Pinterest
• Publishing an Electronic Newsletter(Or Not)
• Selecting a newsletter tool
• Designing your newsletter’s look and feel
• Posting Videos
• Podcasting
• Measuring Your Online Reputation
• Combating a Regretful Online Identity
• Chapter 11: Planning Your Personal Brand Communications
• Laying the Groundwork for Your Communications Strategy
• Figuring out your area of expertise
• Filling in your slices
• Setting the Strategy
• Considering a sample communications plan
• Building word-of-mouth support
• Achieving the Three Cs
• Clarity: Crafting a clear message
• Consistency: Presenting the same message every time
• Constancy: Designing a plan so that people hear your message frequently
• Establishing Yourself as an Expert
• Using your niche to find your uniqueness
• Staying authentic
• Preparing a personal press release
• Creating an Experience for Your Audience
• Part IV: Controlling Your Brand Ecosystem
• Chapter 12: Fashioning Your Image to Match Your Personal Brand
• Realizing How Much Appearances Matter
• Branding Your Attributes to Look Like You
• Choosing clothes based on your personal brand characteristics
• Aligning your style with your work goals
• Have You Got the Look? Focusing on Clothes and Grooming
• Career dressing for men
• Career dressing for women
• Styles for your body type
• Grooming tips
• Recognizing That You’re Always on Display
• Getting your body language to be on message
• Voicing your brand
• Having Headshots and Other Photos Taken
• Developing a Professional Presence
• Quiz: Your Image Is Showing
• Answers
• Scores
• Chapter 13: Your Visual Identity: Making Your Mark on Your Brand Environment
• Writing an Effective Design Brief
• Leading with Your Personal Logo
• Choosing Fonts for Your Personal Brand
• Creating a Color Palette
• Spotting color in the corporate world
• Choosing colors that suit you
• Considering the meanings of colors
• Using your color(s) everywhere
• Selecting Images That Tell Your Story
• Building Your Brand Identity System
• Creating business cards
• Generating stationery
• Designing brochures
• Printing postcards
• Preparing PowerPoint slides
• Applying Your Visual Identity Online and with Media
• Securing the right online addresses
• Piecing together your e-mail signature
• Carrying your identity into your website
• Personalizing your social media sites
• Building a video library
• Branding Your Workspace
• Aligning your office environment to fit your brand
• Personalizing your workspace
• Messaging your business tools
• Chapter 14: Focusing on Special Populations
• College Students: Getting on Brand Straight Out of the Gate
• Young Professionals: Conveying Energy and Professionalism
• The Middle Years: Strategizing for Success
• Branding a Second Career
• Executives: Presenting Confidence and Control
• Service Professionals: Selling Your Personal Brand to Each Client
• Entrepreneurs: Connecting Your Personal Brand with Your Business Plan
• Women: Highlighting Strengths
• Community Volunteers: Merging Mission and Meaning with Community
• Having a Personal Brand around the World
• Relocating abroad: Doing initial research
• Assimilating your style across cultures
• Giving the appearance of being global
• Crafting your international bio
• Chapter 15: Building and Nurturing Your Network
• Defining Your Brand Community
• Identifying who you know
• Getting out of your comfort zone
• Nurturing your contacts
• Choosing a networking group
• Starting the Conversation
• Hitting the Conference Circuit
• Making the most of a conference
• Giving out business cards
• Working your brand into the conversation
• Using Social Media to Build Your Network
• Minding your manners online
• Establishing your professional network on LinkedIn
• Supporting your efforts on Facebook
• Extending your reach on Twitter
• Socially connecting in the neighborhood
• Networking within Your Workplace
• Playing politics
• Being meeting-savvy
• Amassing Referrals That Can Sell Your Brand
• Building your brand ambassadors
• Believing in reciprocal action
• Expanding Your Network with a Mentor’s Help
• Chapter 16: Personal Branding in the Workplace
• Moving toward a Personal Branding Mind-set on the Job
• Casting for the Hollywood gig model
• Engaging in lifelong learning
• Adjusting your loyalties
• Exercising your personal brand career strategy
• Identifying your boss(es)
• Choosing your own job title
• Thriving in a competency-based world
• Selling Your Brand to Your Internal Market: Your Boss and Coworkers
• Building credibility
• Forging a strong relationship with your boss
• Aligning Your Brand with the Company’s Brand
• Intertwining your brand with your company
• Being authentic in what you do
• Finding the ideal situation
• Standing Out in a Likeable Way
• Should You Stay or Should You Go?
• Redesigning your current job
• Highlighting your personal brand when negotiating
• Succeeding during the First 90 Days of a New Job
• Part V: The Part of Tens
• Chapter 17: Ten Key Benefits of Personal Branding
• Granting Permission to Be Yourself
• Gaining Confidence
• Building Credibility
• Showcasing Your Specialty
• Leaving Your Mark
• Connecting You to Your Target Audience
• Distinguishing Yourself from the Competition
• Getting the Support You Need
• Focusing Your Energy
• Letting Yourself Be Lazy
• Chapter 18: Ten Ways You Can Sink Your Brand
• Letting It Go Stale: Taking Your Brand for Granted
• Neglecting Consistency
• Speaking Before You Think
• Exhibiting Bad Behavior
• Being Unresponsive
• Ignoring the Politics
• Having an Unprofessional Online Image
• Not Telling the Truth
• Being Inauthentic: Looking Like a Phony
• Losing Focus
• Chapter 19: Ten Ways to Demonstrate Your Brand
• Being Authentic in All That You Do
• Standing for Something
• Having Consistency in Your Communications
• Building Character Online: Creating a Signature Look
• Leveraging LinkedIn
• Going Viral on Twitter
• Facebooking the Right Friends
• Marketing Your Materials and Business Cards
• Engaging in Community Involvement
• Highlighting Your Brand Daily
• Chapter 20: Ten Things You Can Do to Continue to Build Your Brand
• Implementing Your Personal Brand Strategy Plan
• Staying Relevant
• Continuing to Evaluate the Competition
• Producing Genuine Value
• Working on High-Profile Projects
• Setting New Goals
• Aligning Your Time with Your Brand
• Keeping Up with Technology
• Nurturing Your Network
• Being a Confidence Emitter
• About the Author
• Cheat Sheet
• More Dummies Products