When I first read ‘The Brand Called You’ by Tom Peters in Fast Company magazine in August 1997, I was initially curious and open to learning more about how people could be perceived as “brands”. It sort of made sense. After all, with some life experience under our belts, we do become known for possessing some particular skills, knowledge, attributes, or some something!
As Tom Peters explained, “We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
Then in 2006 I met William Arruda at a careers conference and got introduced to Reach Personal Branding. There was an immediate affinity because the seeds about personal branding had been germinating in my mind since 1997. I subsequently became certified in all of the Reach programs and have attained the levels of Certified Master Branding Strategist and Certified Online Identity Management Strategist.
Why is my journey of importance?
Well, fast-forward almost 15 years since August 1997. The term “personal branding” is now in our common vernacular. In fact, it is an entry in wikipedia and there are nearly 6 million hits when you Google “personal branding”.
My career coaching and branded communications business started in the early 90’s focused on resume writing. It now revolves around the core tenets of personal branding applied to career growth. I got smart about personal branding in 2006 and it changed the course of my professional services business.
Earlier this year, I was approached by Susan Chritton, a fellow Reach-certified Personal Branding Strategist, to contribute to a book she was authoring about personal branding. Being recognized for my personal branding expertise by a professional colleague is quite humbling and exciting. But, it was even more thrilling when I discovered her book title: Personal Branding for Dummies. The Dummies-series books are known worldwide.
Now it’s time for you to get smart. Personal branding is not a fad. It is the modern equivalent of your reputation, only on steroids! Personal Branding for Dummies is no surface-skimming beginner’s guide. Yes, it does cover the basics: how to discover your authentic and compelling personal brand, your target audience, and your competitive differentiators.
But there is so much more… powerful ways to express your personal brand online and offline, strategies to manage your entire brand ecosystem, specialized advice for young professionals through executives, entrepreneurs, people changing careers, service professionals, and community volunteers, and more. I especially enjoyed the chapter about personal branding in the workplace.
With 20 chapters, 324 pages, tons of examples, and fun and interesting anecdotes, this book could easily become your one source for everything there is know about branding…at least for this year. Remember how personal branding has evolved since 1997? Well, this “toddler” is growing rapidly! Get the knowledge you need NOW to establish and boost your personal brand on a daily basis. Your career will thank you!
For more insight into Personal Branding for Dummies, listen to the audio replay of Susan Chritton’s interview, one of the monthly Reach Personal Branding Interview Series, with William Arruda.