Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are

✍ Scribed by David McNally, Karl D Speak

• Publisher: Berrett-Koehler Publishers
• Year: 2011
• Tongue: English
• Leaves: 158
• Edition: 2nd
• Category: Library

✦ Synopsis

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 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. "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, 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, West 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  

✦ Table of Contents

Contents......Page 8
Acknowledgments......Page 10
Introduction: Being More of Who You Are......Page 14
PART I: Personal Brand Basics......Page 18
1 Personal Brand: The Perception That You Made a Difference......Page 20
2 A Strong Personal Brand Delivers on Three Important Expectations......Page 30
3 Your Personal Brand Is Perceived from Three Different Dimensions......Page 43
PART II: Designing Your Personal Brand of Making a Difference......Page 58
4 Authenticity: The Cornerstone to Building a Strong Brand......Page 60
5 Creating Your Brand Platform: Dimensions and Ethos......Page 75
6 A Promise to Be More of Who You Are......Page 87
7 How Strong Is Your Personal Brand Today?......Page 98
PART III: Using the Power of Alignment to Build a Strong Personal Brand......Page 112
8 Aligning to Become a Stronger Brand......Page 114
9 Personal Brand Building Has Gone Social......Page 127
10 The Courage to Live Your Brand......Page 136
Works Cited......Page 148
B......Page 150
F......Page 151
R......Page 152
S......Page 153
W......Page 154
About the Authors......Page 155