Book Summary Preview : THE BRAND CALLED YOU

The Big Idea
What does it mean to consider yourself a brand? When Ralph Lifshitz wanted to become a famous fashion designer, he didn’t start by working 24 hours a day designing clothes. The first thing he did was to change his name to Ralph Lauren. Branding seeks to create a better perception. Not a better product. So your role is to make the changes necessary to create a better perception. The principles for creating a “Personal Brand” are spelled out in great detail in “The Brand Called You.” In this book, you will understand, too, that it’s not enough “to understand the principles.” What you will need further is the flexibility of mind to actually adopt and use these principles.

Introduction
This book is not just about helping you survive your first year of business. It’s also about getting out of your “survival mode” and turning your business into a consistent profit-making venture. This book also talks of reaching the potential you know your business has. Most of all, this book is about your own branding-- being as strong as your skills and making more money than you ever thought possible.

What is Personal Branding?
Personal Branding is the process that takes your skills, personality and unique characteristics and packages them into a powerful identity that lifts you above the sea of anonymous faces and competitors. Your personal brand is the powerful and clear idea that comes to mind whenever they think of you. It therefore should be positive and should represent what you stand for – the values, abilities and actions that others associate with you. A Personal Brand is an alter ego designed for the purpose of influencing how others perceive you and turning that perception into opportunity. It does this by telling your audience three things: 1) Who you are; 2) What you do; and, 3) What makes you different or how you create value for your target market.

Personal Branding Rule No. 1
You must tell and ultimately show business prospects why they should choose you over someone else. From this point on, follow Personal Branding Rule No 1: “Always assume the world is utterly indifferent to your business, no matter how good you are. Your task is to grab customers by the hand and make them care.”

Who Needs Personal Brand?
Any business built around the ideas, skills, passions and leadership of an individual can benefit from a Personal Brand, which is custom-crafted for that person. It does not necessarily have to be a one-person business, just one in which the identity of a single person is synonymous with the company. Three categories of business need Personal Branding:

1. Independent Service Professionals: actors, agents, artists, architects, authors, caterers, CPA’s, dentists, travel agents, speakers, trainers, etc.
2. Personal Service Businesses: owners of gyms, tanning salons, bakeries, computer repair shops, child care, tailors, cleaners, etc.
3. Value-Adding Product Sellers: bookstores, record stores, specialty retail, gourmet shops, etc.

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