Be Your Own Brand: Achieve More of What You Want by Being More of What You Are, Second Edition, Updated and Expanded
- 2h
- David McNally, Karl D. Speak
- Berrett-Koehler Publishers
- 2011
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.
About the Authors
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.
In this Book
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Be Your Own Brand—Achieve More of What You Want by Being More of What You Are, Second Edition, Updated and Expanded
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Introduction—Being More of Who You Are
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Personal Brand—The Perception That You Made a Difference
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A Strong Personal Brand Delivers on Three Important Expectations
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Your Personal Brand Is Perceived from Three Different Dimensions
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Authenticity—The Cornerstone to Building a Strong Brand
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Creating Your Brand Platform—Dimensions and Ethos
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A Promise to Be More of Who You Are
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How Strong Is Your Personal Brand Today?
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Aligning to Become a Stronger Brand
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Personal Brand Building Has Gone Social
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The Courage to Live Your Brand
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Works Cited
