An Excerpt

Contents From
Be Your Own Brand:
A Breakthrough Formula for Standing Out from the
Crowd

ackwledgmets by David McNally

vii & Karl D.
frewrd ix
Speak
Published
1 by Berrett-Koehler Publishers
Personal Branding 1
Becoming More of Who You Are
2 Personal Brand Characteristics 13
Distinctive, Relevant, and Consistent
3 Personal Brand Dimensions 25
Roles, Standards, and Style
4
5
6
7
8
9 Purpose,
De
Making
Personal
Measuring
Sign
Aligning
The
appedix
idex
fining
Courage
Up aYour
or
with
Brand
iii:
i:
ii:
Vision,
Commitment
Sign
and
brad
persal
readig
to
Unique
Your
Strengthening
Authenticity
Framework
Promise
Strategies
Out
Live
and
values
Employer’s
brad
list
Your
Values
Brand
toprfile
maifests
Brand
YourYour
Brand
Brand
Brand 117
101
129
131
139
141
45
59
73
87
1 Personal Branding
Becoming More of Who You Are

them,
anyw
ay—
in
are a
really
general,
little
want?
you’re
quite
out
That
perception
ple
not
for who
see
of and
Ever get the feeling that people—even people who know you (or
understand
sync
you’re
and
interact
getting
you really
should
who
with
being
reality,
with.
as
are
though
much
andAtknow
you you you) very well—just don’t “get” you? That they
don’t
really
your
forced
uncomfortable,
between
work,
credit
what
are being
you
at
are
as
and
ideals
to
between
the
home,
you
really
asked—even
do make
“real
what
for in who
them?
theyknow
and
choices,
you
you”
the
think
believe.
compelled—
can
and
Ever get the feeling that the relationships in your life—some of
rely
what
some
yourself
the
community,
you
Somehow,
to beyou
onless
ofyou
toofbe
to Businesses
you
them
and
one
only
professional
business,
other
in
should
it’s
rather
yourself
fulEver
In
life
responses
as
else
who
every
minor,
peo-
than
get
wants
some-
are
case
the
maybe
more.
life?
in
deal
tend
feeling
flict
you
described
con
That
with
to
profound—between
with
tofocus
be?
that
the
this
your
demands
above,
there’s
on
dilemma
values?
onethere
akey
of
troubling
constantly.
your
brand
concept—
your
seems
job,
. personal
disconnect—maybe
toyour
Their
be acareer,
1life
gap
mostand
between
success-
your
your
2 PERSONAL BRANDING

Brand is how businesses tell customers what to expect. Things

can change rapidly in the business world, and customers are
more comfortable if they know what to expect.
Brand is a familiar bridge across which businesses and their cus-
tomers conduct transactions that lead to long-term and mutu-
ally bene ficial relationships.
Brand is the embodiment of what businesses and their cus-
tomers value, the means through which businesses get credit for
the quality they represent and deliver.
these
We think
expect
techniques
same fromsuccessful people can do what successful businesses do.
their
that
principles
contrived
work.
The principles businesses use to “teach” their customers what to
products
Our
apply
image,“day
far
or
and
jobs”
beyond
colorful
in both our personal and our professional lives.
services
involve
the
packaging,
worldcan
From
have
helping
of
or snappy our more than twenty years in the business world, we know
powerful
businesses
business.
slogans,
these or
principles, and we’ve developed techniques based on them—
applications
just
with
Best
all,
ideas.
vey,
really
tions
ples
it
What
life.
A
adding
short.
brand
we
these
for
are—in
and
of
ofIn
Exactly
know
the
illustration,
We’ll
isthe
manage
kinds
aimportant
ways
relationship.
pages
you
keep
Isofdon’t
aa
that
issues.
it
that
Brand?
strong
but
simple.
people
will
need
we
follow,
ItMore
help
brand—an
won’t
isan
We’ll
not
inwe’ll
you
MBA
importantly,
your
fine
overdo
akeep
statement.
de
show
to
and
life.
accurate
flection
understand
itarcane
meet
We’ll
easy
you
we’ve
of
how
It
re
use
the
toscience.
is
who
apply
expecta-
not
discovered
business
to
andyou
conceive,
aapply
in
matter
We’ll
your
exam-
these
that
keep
own
con-
of
 BECOMING MORE OF WHO YOU 3
ARE

an artificial veneer to disguise the true nature of what’s within. In fact,

a “branded” relationship is a special type of relationship—one that
involves
the
there kind
is a direct connection between their value systems.
of trust
Success is not something the world finecan
for de
you. It’s what
you
that only
de fine it to be, basedyour
happens onparticular values and aspirations.
when
If those
twotwo basic
chance that what follows will dramatically transform, for the better,
people
premises
be
the
believe
make
understanding
equally
with the toimportant people in your life: at home, at work, in all of the
sense
dicey.
You’ve
you have of
various
you, communities to which you belong.
yourself and
Like
probably
there
Dealing is
just
the never with issues that involve values can be a delicate matter.
“values,”
an
relationships
The
erful
the
considered
word
word
(and “values”
often has personal connotations in both the moral and
excellent
misunderstood)
“brand”
it
you
thein material
the
have worlds, and we have no ambition to take a stand in a
concept
is
context
often of from
pulpit, bully or otherwise. Yet, frankly, there’s no other way to show
the
misused,
a brand.
business
you
world
true
its
and
what how to
context—business
how
your
will.
YouSimilarly,
We’ve
First,
business,
ad
meaning
to
values.
personal
to
can successfully
connect
campaigns
expect).
put
we’ll
dealing
the
lost
a
and
define
them
strong build
information
We’re
in
professional
and
with
the
in
what
brand a
technical
personal
weinto
is
to personal
personal—separately.
marketing
going
ways that
mean
life. brand
systematically
deal
an
issues
slogans.
stew
can
You
orderly
with
byhave
of
know
brand
inbrand
logos than
conjunction
structure
aThen
a
profound
built
and
lot
and to
fferings
andof
we’ll
show
and connect
product
values
this
(so
with
impact
managed.
show
you
you
already.
in it to
aohow,
know
you
pow-
each
on in
4 PERSONAL BRANDING

Second, we’ll show you the far-reaching personal applications of

these brand-management fundamentals.
Third, we’ll ff
oer more depth and detail on how businesses
evolve their brands while making sure they remain true to their
core mission.
Finally, we’ll show you how these advanced brand-management
techniques apply to your own personal and professional rela-
tionships.

dom
you
do
between
and
Brand are
anBasics
and
how
one
ship.
you
accident,
a and
else,
what
you
In
you
do
and
reality,
the
stand
anyprospective
it.
other
more
that
It’s
the
the
In
believe,
the
connection
image
person,
nature
than
buyer, and the concept of brand hasfined
business,
of a well-de
meaning:
which
doing
with
your
evolves
needs
personal
describing
brand
is
of a
A brand is a perception or emotion, maintained by a buyer or
visibly
part
someone
is
and
relationship.
success
the
a that
expressed
connects
else
perception
sharpens,
Business
in experience
liferesults
bybrand
you
in
held
a
success
results
related
awhat
with
nessin with
isto an organization or consuming its products or services.
you
relation-
one
some-
tionship
rela-
sel-
from
doing
To
Your
other
relationship
Everybody
Theelse’s
put
key
brand
than
busi-
takes
the
to
mind.
idea
you,
the
already
iswith
form.
aAs
concept,
perception
of
that
you.
that
brand
has
describes
perception,
awhether
in
brand.
or
a personal
emotion,
the
Your
business
total
through
brand
context,
maintained
experience
flection
or
repeated
ispersonal,
athink
of
re who
by
ofof
contacts
somebody
having
is
it to
this
under-
a
way:
 BECOMING MORE OF WHO YOU 5
ARE

some cosmic
coincidence.
in isolation. Both hinge on the success or failure of relationships.
Nor can
In business, the principles and techniques of brand management
either form
allow
of success
organizations
be achieved
relationships.
to
The focus
successon
products and services—and, behind those, the people who form the
strategies
of those
business—achieve
and tactics an overall set of objectives. But this only works
relationships
that
when
helpsbuild
your the
the
strong
relationships
business’s
those
ultimate
meet the
organizations
individual
success
ally
holders, employees, and the community at large.
real
values
or needs
do business:
enjoyable
valuable of
theFinding
people a “bottom line” for personal success is less clear-cut. The
customers,
failure
are
and
sensible,
to others,
andiswhat
with whom
shareholders,
objectives
the
valuable.
ships,
practical
you willwith
other
ter what
of people
breadth
do.That’s
That’s stake-
a your vision of life may be, the most critical component of
outstanding
brand-
create the
are that
and
what
essence
results.
development
life sowillAs
is
of
varied.
depth
make
a
you
and
much
tionships. to
learn
self-
those
of You want your family, your friends, your employer, and
But no
your
relationships
“branded”
understand
management
more
your
mat-
mutu-
rela-
loyal coworkers
tionship.
loyalty-building
their
ples,
princi-
strengthen
regular
and
successful
have
A branded
By apply
ful
brands
you
developing
kind
far-reaching
filling.
basis.
will
ofyour
They
can to truly
relationship
relationship
gain
ideas understand
relationships
a
be
win.
fits.
bene
tools
strong
brought
and
You
you
there
is
personal
tactics
win.
acan
to
special
with
bear and
That’s
is.
use
used
Many
the
brand
on
to fully
one—in
the
people
by
create
your
ofthatacknowledge
businesses
kind
the
own
many
you
and
isproven,
ofclear,
personal
success
interact who
progressively
ways,
incomplete, you
successful
managing
the
that
relation-
with
most
can
on
and
a
6 PERSONAL BRANDING

The Images Between

What does
a personal
people
brand,it
know
know well professionally. How would you describe your relationship
strong or
when
with that person? Is this someone with whom you can easily discuss
otherwise,
they see
look
a
it? like?
Think
believe
How
problem,
willthink of them
for
Do
them a
you first when you need help or expertise in a par-
or
moment
ticular
to be, area, or last? Why does this individual stand out among the
someone
of
based
hundreds
you’d of people in your mental address book?
someone
at
Personal
least
That is your brand perception of them—a
probably
you flection
re of who you
in
or partin
avoid
on
corporate,
a
ues
what
brandsare.are Their brand exists in your mind (just as your brand exists in
sensitive
you
all around
theirs)
situation based on who you’ve known them to be and what you’ve
think
us—so
?
known them to do. It’s how you judge them now and how you know
their .so
mind
much . . but that’s getting a little ahead of our
what
val-
not
story.
would
someone
trouble?
Why to
affections?
same
with
Quality
that
often
experts
Nowbe
we
in
does
lookexpect
brand
you
a
think
business.
say
and from
perception
Or
in
this
right
describe
All
someone
whom
that them
relationships
ofQuantity
these
person
someone
past
strong
you
your the
perceptions
they’ve
them
to
have
can
brands
steer
fide? next
relationship
you
we’ve
or
con
aflect time
consciously
take
know
special
clear
Someone
can
re
learned
a them you
personal
well
“hide
ofplace
with
when
on
for
to
worked
to
in
thatinteract.
turn
a
in
granted.
recognize
plain
equivalent
the
personal
your
person?
to
to
chips
sight.”
in It
thoughts
create
Some
timesmay
level.
and
areAgain,
of
Inin
the orismay
down?
resonate
of
brand
other
How
and
your this
 BECOMING MORE OF WHO YOU 7
ARE

words,
when
as we acan
brand
take is
lives,forand yet we rarely take the time to consider why.
really,
granted
Whether we’re aware of them or not, however, brands have
really
those
good
tremendous
people we power in our world.
take
who are it
veryIt’s estimated that the average person in North America is
for
granted,
exposed to more than three thousand brand messages each and
important
just
But
in our every day.
probably
Across all categories, research shows people are willing to pay
not.
invariably
the
beat nine to twelve percent higher prices on average for a brand they
Instead,
when
dominant
heads.
heads
Overknoware
theand trust compared to brands with which they may not be
you
element
Ideally,
telling
pastas us).
two
in
familiar.
think
words
the
Butdecades,
notlike
Coca-Cola’s brand is estimated to be worth about half the com-
about
“trust”
emotions
always.
whenand
brands,
“like”
we pany’s
Sometimes,and total market value.
researchers
feel
chances
“remember
(what
in have
fact,our the
asked trus
you
”
notBusiness
remember
what
some
a
which
are
hearts
heart
nd
consumers
Relationships
Thetelling
measurable
think
“value,”
values considerations
variation
rules,
heart,
them
of
about
us)
the
they
of
you’ll
or
align
find
on
course.
have
ones.
not,
whether
word
head
associate
value
quality.
it’s
closely
at
In
a
them
Whenaside,
“brand”?
or their
feeling,
the
tyou
Not
with
with
flip
heart?
or ahowever,
relationships
them
heart
we
quantity.
not.
Athe
more
brands,
color?
strong
or what comes
emotions—intangible
relationship
not,
objective
A
Quality.
likethem
the
emotional
that
shape?
number
matter
measures
coin,
And
or
A price? to
component.
not,
one
ifhearts
inyou mind
your when
attributes,
answer
(what
Maybe.
look
life,
for
our
is
8 PERSONAL BRANDING

defies the head and we cling to feelings, positive or negative, that defy
rational
analysis.
weird. It makes us human.
That
Consequently, for people to relate strongly to our personal brand,
doesn’t
their
make
hearts
those asboth the quality and the quantity measurements turn out to
positive
well as
feelings
be, the stronger the relationship will turn out to be.
their
any less
In life, as in business, the relationships that have the greatest value
heads
life,
real,myor
kids,
it
describe
ushas
have
and or
staying
to
be
power
my
cially
real
you
The as are
a the
there’s
best
positive
power.
brand,
involved.
ones as
where
relationships
friends, and long-time mentors and protégés finition
are bymuch
de
positive
much
buddy
emotions.
And
what the
between
stronger
emotional
from
When
when
images
more aa and
emotions than those between casual acquaintances. The emotional
parents
predominate.
content
kick
college
business
personal
would in the
children, is thefference.
di And it shows.
mental
or
brand
theythe
spouses,
Think about the most important relationships in your life, and
image
Navy
achieves
builds
come
very up
as
you’llclose
come up with senses or feelings—emotions. When you think
there
or
that
similar
with?
theis in
of
what
uct,your
simple
the
at
team
status,
to
linkages
brand
you
Are
exotic,
gant)
Small
Try
work.”
the
a spouse,
transcend
makes
or
this:
Honda
would
heart
objective
spontaneous)?
wonder
aSpecial
Motel
If as
them
your
they your
(ecient,
the
well
that children,
6label:
relationships
best
be
(simple,
so
quanti
fiable
as
reliable,
really
and
special.
A
the
friend,
“Oh, your
Ritz-Carlton
to
why?
head, parents,
unpretentious,
great
conjure
that’s
functional)
spouse,
have
Conversely,
it
brands,
my
too
up
emotions ifor
(high-amenity,
dad,
or
has
cient)?
powerful
or
partner
whether
ereal
a
my Ayourtoclosest
Maserati
they
tied
mom,
power.
emotions,
Harvard
were
personal
were friends,
attentive,
the
them.
(exciting,
a asked
brand,
love
espe-
or
That’s
prod-
of
ele-
to
what
my
 BECOMING MORE OF WHO YOU 9
ARE

(intellectual,
demanding,
(safe, nurturing, teaching formative skills)?
teaching
Each is a
professional
forstrong,
a given
skills) or a set
of valuable
KinderCare
contexts.
brand. Each
circumstances,
Whether
not thebe it’s
intrinsic nature of the product or service. You wouldn’t send
yetcan the
rightan
your
appropriate
high-
inappropriate
depends on
achieving
brand
brand
Harvard. in other
the needs
your
have
teenager
You can to
of the
choice
four
KinderCare
sleep
relationship
between
tires,
of
budget or a lavish expense account. Both a Honda and a Maserati
or
likeyour
a
,
the
seats,
expertise
two
four
baby year
may
and aathis of
developed
that
protocols
pull
old of
to
a
ingRitz-
depend
sense to drive—but
steering
extends
great
exuberance
personality,
undoubtedly
of which one you want depends on whether you’re
Carlton
going
onlot
wheel—
humor,
from to
partnerships.
for
he
a is
life.
of
the a Grand
other
To
an Prix or the grocery store.
or
and
But a most
whether
engaging
customer
anyone
poster
people—to boy
who
Motel
you come
both
Southern
service 6,to
importantly
has
for
take the
One
but
have
can
drawl, Really
leadership
in
within
contagious
personal
thisbe and Nice Guy
athe
tight
satisfy-
For
R.
a
and
context,
gravitational
Chip
enthusiasm.
room.
road
nessing
brand
depth
“So
No,
By
Bell.
Karl,
the
Bell
trip
his
Chip
what?”
com-
AHe’s
dimensions
couple
actions
a
in
isgood
radiates
Bell
the
aan
nice
youPaci
is
of
author,
fic
example
and
nice
aan
may
years
guy.
Northwest,
of
guy.
example,
active,
enthusiasm
say.
aago,
trainer,
of
Chip
The
aassertive,
he
strong
and
Bell
Chip
world
and
and
he
Karl
embodies
Bell
Karl
personal
ahad
isoutgoing
still
consultant.
full
inspired
partnered
never
clearly
of
ff-the-chart
an
brand
nice
friendliness
suspected
oKarl—and
recalls
He
guys.
on
is has
a
Dr.
consulting
Big
wit-
Chip
aexisted.
into
well-
deal.
a
10 PERSONAL BRANDING

ponent of
optimism
that to us
and
periodically.
own greatest strengths and finerede
it right before our eyes, simulta-
enthusiasm
They take
neously
to a whole transforming it and us.
something
new
we believe makes Chip Bell such an extraordinary example of a
But level.
what
People
strong
is one of doour
personal
ior, from the moment he greets you to the moment you part. When
brand to Karl
you look
is the sheer
into
the on
self Chip
genuineness
Bell’s eyes,
connection
the mind
of his
anything behav-
else that’s going on in the room.
he’s
he makes
liness—
of Did Chip Bell set out to be the nicest, most enthusiastic guy on the
completely
has
valuesa it
someone
there.
planet?
power
extremely
else, InNot at all. He’s not engaged in a competitive endeavor. Nor
and
that
a
is it a
highly—
you’ve function of his actions alone. Rather, Chip values Bell
friend-
moment,
relevance
and
arrivedthat,
that
in
as turn,
a involved behavior.
going,
transcends
dictates
strong
hisIt’s
There’s
other
some
immediate
should
re
The
brand.
personal
So
their
values.
flection
Your
That
far,
out-an
Poweramazing
emotional
words,
length
what
they
brands
values
And
no thing to
ofself-consciousness.
and
who
that
be,
of
have
later)
Chip
you
and
are
Two
lasting.
content.
ifsomebody
are.
his
we
Bell’s
valuable
habits
brand
But stand
isauthenticity
(and
so
established?
apparent
That
may
when
More)
to
named next
doesn’t
actions to
businesses.
not
(a
Noyou
word
that
sense
be
Chip
can and
contribute
the
spring
the
we’ll watch
indelibly
Bell
of
same
impact
That
pretense
come
from
is a
to
as Chip Bell.
relationships
fice.In
really
imprint
and
it
an
back
Chip
has
or
accurate
tie
nice
arti
Bell’s.
to
on
your-
back
atothers
guy.
turn
Nor
to on
is
 BECOMING MORE OF WHO YOU 11
ARE

Most importantly, we hope you can now clearly see that a brand
reflects a perception or emotion maintained in somebody else’s . mind
This is an area where perception is reality. It doesn’t matter nearly
as much what you think. It matters a whole other
lotpeople
what
think.
Your
brand,
of perceptions and emotions stored in someone else’s head.
just like
The good news about a perception or emotion is that once locked
the
Once
in place,
brand
people of it
has
a
perceptions
accept
tremendous
product,
and
the
son. Their staying power is what gives a relationship its resilience.
staying
exists
emotions
basic
actions
all of the
power.
on
stickthe
values
they
talk
chapter, Justa
with
about
as
sequent
basishighly
product,
of a of
experience
first
clearly experiences with it against that norm—they interpret the
personalized
a
they
or set
brand, stick
impressions,
from
stand
observe
repeated
out in
with
they
in
brand a per-
impressions
the the
specific
believe to be—at the heart of the brand.
judge of
strength
impressions
context
theirvalues
actually
that,
the Ifas
youwe’ll
make a mistake or fall short filling
of ful
a promise occa-
sub-
they
comes
see
relationship.
Building
in
sionally,
there
action
that
on
their
When
other
surface
effects
morethe
a the
regular
value
cherished.The
often
hand,
to
next
you
aas
on
magnify
personal
reassure
underlying
the
athe
go
assessments.)
one-time
that
the
previous
basis
above
depth
brand
happens,
the
ffects
brand
people.
and
values
and
and
values
eexception,
reliability
relationship
people
of
is
strength
beyond
They’ll
the
the
aare
people
lotactions,
greater
will
still
more
of
an
someone’s
discount
of
undoubtedly
your
becomes
in
believe
aberration,
the
than
place.
the
with
strong
relationship.
impact.
the
aare
corresponding
(Of
weekend
expectations,
even
out-of-kilter
personal
at
because
begin
course,
work
stronger
Again,
to
project.
below
fall
brand
they
revise
on
and
short
the
trust
the
For
is
12 PERSONAL BRANDING

Getting Down to Business

What’s the primary bene fit to youof developing a strong personal

brand?
We
not less. In other words, you get to live your values—to be acknowl-
think
edged and receive credit not only for what you do but also for what
it’s
you
that
believe.
you
in general because—in essence and in fact—you are being true to
You
get end
to
yourself.
and
your That, to us, is the essence of personal success.
up,
be
to
desired—
own apply
Building
therefor a strong personal brand can be very challenging, especially
more
these
what
inner
use
personal
when
e,
of whoyou begin to apply brand-management principles in a world
principles
happens
values.
advanced
brand
feeling to
and
where
on
when
From
branding
a much
a thisso many fferent
di fine de
kinds of relationships our lives.
a whole
what
In the
personal
their
foundation,
techniques
higher next two chapters, we’ll take a detailed look at the art of
lot
you
basis.
actions
we’ll
from
level
branding
better then
the
In in modern business, with some initial observations on how
are,
the
connect
show
world
with the
you
of
about
chapters
back
how
business
people
life you
to to
low,
that we’ll
trate
their
can
take
matter
who fol-
what use
most the
makes
to
peoplewisdom
you. of theindispensable,
memorable, business forminvaluable,
of brandingtrusted,
to illus-
 2 Personal Brand Characteristics
Distinctive,
Relevant,
and
Consistent

intended
To make
audience
that
and
personal
a
can
relationship
maintain
consistent.
business
branding
brand
quickly
develops
those
In other
cessfully
work for
works.
grasp
from
emotional
words, Theused in business over many years are readily adaptable to
you,
principles
what
emotional
connections
when you
it
your
building a personal brand.
need
and
stands
connections.
by
actions
being
ideas
to are
For starters, since your brand is a perception maintained in some-
understand
developed
for.
You
distinctive,
For
make a
one
how
brand,
the else’s
business,
whom
brand.
and
relevant,
rel-
Three
Inaudience
considers
we mind,
consistency
suc-
Chapter
corporate
Strong
key
have
w
Distinctive:
Relevant:
Consistent: how
components
people
they
1,
is
hat
brands
to(or
we
its
of
be
or
they others
stand
customers.
want
behaviors
discussed
personal,
important.
come
are
stand
for see
tocombine
to
have) you is
something.They
for
believe
how
they
needs
For
connects the central
relationships.
aexperience
topersonal
brand
to
in
determine
be
a relationship
to
so
isfined
have
what
aclearly
brand,
or issue.
relationship
the
observe.
that
a
someone
point
strength
de
it
13based
its Aofstrong
is those
and
else
view.
on
ofwith
how
the
a
14 PERSONAL BRAND CHARACTERISTICS

evant, and consistent, your intended audience begins to see and

understand your brand.
ffects the a
Let’s examine how the application of each component
relationships in your life.

Strong Personal Brands Are Distinctive

Your brand starts to become strongwhen you decide what you believe
in and
ing, and thencommit yourself to acting on those beliefs. At that very
despite
acting
your
point, you begin to separate yourself from the crowd. Here’s why:
the
on
values
the a commitment means doing what you said you would do
Making
obstacles.
basis
are
perception
the of
As you
values
beliefs
you
of your
behave.
standing
beliefs
is
you
In
they
afact,
hold
carry up for and holding to them is often a courageous act, and
how
are
core
to
you
around
benot
act on
courage of this kind is none too common in our world. That, by
always
building
true,
your
with them.
values
the is distinctive.
definition,
shared
block
principles
distinguishes
The more
inby
of
by To
another,
it
image
from
needs,
you’re
demands.
you
the
about truly
distinctive
implies
As
Your
developing
which
art
crowd.
from
live
we’ll understand
understanding
why
building.
committed
and
values
your
much
see
you
As
being
ffect
life.
a
people
a
indo
more
strong
Itgreater
not
They
able
is
to.
what
not
thewhat init
observe
only
They
than
to
personal
include
fluence
you someans
selling
needs
detail
do
what
just
do.your
of
being
what
in
fferent.to
yourself
while
how
you
Those
brand.
others,
Chapter be
actions,
think
you
you’re
staying distinctive
dijudgments
Brand
For
to
prioritize
wanting
and
ce
4,
someone
now,
interested
they
clarifying,
it
true
building
feel
tosu
make
say
to
then is to
competing
but
else.
meet
your
that
is
in
also learn
judgments
become
understand-
not
and
It
values.
those
how that
results
what
the
 DISTINCTIVE, RELEVANT, AND CONSISTENT 15

the actions they see, the better fined yourde brand becomes for them.
In other
words,
focus on meeting the needs of others without ficing thesacri
values on
persona
which they are based.
l brands
We cannot emphasize enough, therefore, that a strong personal
connect
and is not some kind of veneer—something painted on to present
brand
grow
a more pleasing appearance. flection It is a reof those ideas and val-
strong
ues that are distinctively you. This is the only substance upon which
when
what
a trulyyou
they lasting relationship can be built. The lesson:
relevant to
do,
Yourboth
important
their
beyond
when
whereas personal
to brand is based on your values, not the other way
them.
children,
the
people
a bonds
Itin
around.
gains
for
of
the
mentor’s
andRelevance
athey
future is
strength
are
marriage
support
makes
often
thethat
a
every
caregivers
contract:
are
and
relationship
function
timeof
Strong Personal Brands Are Relevant
you
and
the
concerned
interest
farcircumstances.
more
actual
demonstrate
protectors
relevance
about
in
valued
Parents
yourandandare
Being
What
when
what’s
that
personal
those
of
occurs
ted
commit-
coworker
career
lasting distinctive
naturally
Relevance
being
toyou
a
children.
each
important
than
person
both
brand.
may
stand
other’sis not
isdistinctive
be
believes
what
The
for
to
onlythemthe
well-being.
needs
relevance only
distinguishes
relevant
that
and
is
to thing
important
you
be
relevant
ofto that
relevant
one
understand
the
a friend
spouse
is
degreematters
towhat
to
you.
from
them.
to
and
that
ignites
The to
another
an
care someone
Relevance
ffects
what
synergistic
ffect eelse.
acquaintance.
the
about
extends
they
power
what’s
do
begins
of
afar
A
a
16 PERSONAL BRAND CHARACTERISTICS

an ordinary
relationship
client or
with a
customer is it (and you) can
but by how ficiently
pro solve their problems and meet
fellow
determined
their needs.
employee.
not only by
The
Your
brandmore
your becomes to them. That is why strong brands always attract
relevance
relevance
product orthey attract the most attention fromfind
attention: thosethemwho
you
to a
service
the most relevant.
demonstrate,
theBuilding
stronger relevance involves a skill we call “thinking in reverse.” If
your
you want
and
to beworld into theirs. Your
interests.
your first concern is to determine their needs
considered
Then
your
frame
something
own
you
of
valuable
have or
personalis ato
reference,
there
high to
others,
connectyou
strengths
that
strong
great.”
must
ages
thosehave
and movesaid in many
information
aspirational
Most fferent
di ways: “Before you can get youwhat
out
needsof
abilities.
allows
element
people you
want, you must first help others get what theywant.”
and
The
to
involved
would
guide
sages
be in
That means relevance is a process. It starts with questions. What
interests
throughout
your
being
pleased truly
to
dothey
the
expect?
in
actions
to
relevant
hear
someone
tend
Strong
The
doing want?
Relevance
what
ways
others.
third
that
tothings
we
hand
that What
Webster’s
Personal
When
component
haddo will
that
is
out do
they
described
for
you
something
de
make
fines
that
them
are need?
Brands
have
in
both
label What
“aspiration”
you
and
building
them
a sense
we
distinctive
relevant.
Are
randomly.
byearn
as
their do
they
Consistent
aof
astrong value?
“great
as
by
someone
judgment
Which
and
“a
The
the What
strong
brand
relevant,
person.”
importance
lesson:
leads
else’s
ofis they
do
desire
how
us
consistency—
But
needs
and
towell
others
to
the
people
doing
achieve
and
we
fact
place
do
them
their
don’t
that
it. on
 DISTINCTIVE, RELEVANT, AND CONSISTENT 17

again and again and again. Consistency is a hallmark of all strong

brands. As a brand, you only get “credit” (acknowledgment, accep-
tance, or recognition by others) for what you do consistently. Con-
fine
sistent behaviors deyour brand more clearly and concisely than
the most polished and practiced patter.

McDonald’s is a fast-food icon because, regardless of the loca-

tion you visit, the hamburgers, cheeseburgers, and Big Macs it
serves are the same, again and again and again.
expect
learned
Whether you are a regular guest at a Ritz-Carlton or a Motel 6,
from
behavior.
of your
these
Over
track you go back to their properties on a regular basis because you
admirable
and know
people
time,
experience,
recordwhichyou can depend on them to consistently deliver what they
onespromise.
because
people
they
from may
they
label not
their
learn
decide
others. that
to
In the American public’s consciousness—even for people who
so can
behavior
they
trust
Your you
trust have
admirable
has
because
previous
been
youofnever met them and may not like or even agree with them
will
so
if
what
actions—
they
vary
they
—figures such as Ralph Nader, Gloria Steinem, Rush Limbaugh,
onIn
based
Each
But
tent
consis-
rience
expe-
have
notWhich
point
like
Maya
strong
In
stature
a
over
public
relationship,
consistent
other
them
of
strongly
so
figure’s
Angelou,
personal
view.
doesn’t.
many
countries
or not,
Everyone
trustworthy
branded
relevance
years.
consistency
Ronald
brands
need
and
fines
them
public
cultures,
de
Reagan,
based
to
distinctiveness
behaviors.
figures
your
isorestablished
on
not,
and
needs
the
the
anyou
list
countless
In
individual
consistency
and
the
of
in
feel
by
names
their
values
absence
you
dependability
others
labels
own
know
changes
of
will
of
terms.
their
stand
also
what
personal
actions.
but
vary.
of
as
to the
18 PERSONAL BRAND CHARACTERISTICS

your
intentions—
behave in a similar way again. And every time you behave the way
lead them
they
to believe
expect,
grows.
that you
you
can Conversely,
be the quickest way to diminish and ultimately destroy
reinforce
counted
someone’s on trust is to become inconsistent. No matter how high the
the
to
tated
strength
highs may ofhave been, roller-coaster behavior will work against the
six
your
long-termbrandprospects of any relationship. The lesson:
Some
the
inches
Ocean.
with
people
time,
above
During
them.Trust
Consistency is the hallmark of all strong personal brands.
live one
around
even
across
least
the
Inconsistency
decades
them.
though
eighteen,
knee,
something
Canada
dollar
next for weakens brands and suspends belief.
Some
time
he
and
about
to
every
143 raise
wasit.
neverin
leave
itself
diagnosed
he
pital
Three
money
man,
days, isa
really
lasting
denied
with
spent
recovery
years
for
woman,
initial
The Powerbone
after
andof Example
achieve
legacy
to
cancer.
a
rehabilitation.
losing
cancer
and
casual
long
them
child
his
a lasting
based
His
time
While
leg,
research.
in
interest
any
theright
hethere,
impact
on
great
leg
in
he
vowed
His
country—
turned
the
was
just
was
goal:to
fon
a
amount.
of
ampu-
hos-
moved
su
run
Raise
twenty-four
over
into
national
(over
ew
ffering
An
He
David’s
short
aexcellent
started
twenty-
atby
he
phenomenon.
years.
the
award-winning
five
saw
million
inmiles)
example
mid-April,
all
The around
dollars.
latter
afilm,
Terry
day.
isdipping
Canadian
The
him—so
group
On
Fox
Power
September
was
has
his
ficial
moved
Terry
arti
brands
running
Purpose.
foot
Fox,
At
that
1,
in
that
the
forty-two
just
the
who
heage
stand
east
Atlantic
decided
wasofof
kilometers
the
the
Thunder
to
test
subject
doof
 DISTINCTIVE, RELEVANT, AND CONSISTENT 19

Bay, Ontario—two-thirds of the way to the fic Paci

and over fifty-
three hundred kilometers from his starting point—his run came to a
premature
end. His
one month before his twenty-third birthday.
cancer
Terry Fox lived, however, to see what many had described as the
had
“impossible”
returned. fundraising goal of twenty-four million dollars reached
what
action
He died
and exceeded. He raised twenty-eight million dollars.
the
builds
theThose
money
on the who knew Terry were quick to say that he was no saint. But
following
he showed a tremendous integrity about why he was running and
one
June,
raised
one
before to
was
muddy
covered
cer
distinctive,
it and by
going As
the
sponsorships
research.
relevant,
sets
follow.
for,1999, a
waters.
or
In
Because
and
the of
andmade
He
contributions
ally
sixty
national
the
consistent
stage
relationship
dynamic
went
he
countries,
to cancer research. He made every step count.
would
sure
so
from
survey
nature
has
for
deepens
every
the
some
That that
Albania
of
was a into1981. Today, Terry Fox Runs are held in more than
notofgrows,
all
dollar
Zimbabwe.The
conducted
relationship,
subtle
one
and his
allow
expenses
donated
extraordinary
by
the
shadings.
that
it acquires
the
process
he
any-
were
actu-left—directed
legacy
Ontario—has
Institute
Dominion
minds
but
actions,
limits
Climbing
of
Each
will
a
breadth
history—a
Our
being
when
inter-
of
journeys
ofand
the
time
and
his
our
ffects
the
edepth now
countrymen,
The
raised
and
values
Brand
through
we by
Council
place
that
have
more
lead the
Ladder
takes
and
life
on
for
to Terry
Terry
than
may
the Fox
transform
distinctive,
Canadian
onaFox
world Foundation
increasing
not
quarter
is
be
ficance
Canada’s
around
the
Unity
as
relevant,
ofdramatic
lives
signi
aover
found
billion
usof in
greatest
can
time.
and Toronto,
others.
that
dollars
as
transcend
consistent
Terry
inhero.
the
for
Fox’s,
can-
the
20 PERSONAL BRAND CHARACTERISTICS

When you look back to your first experiences with someone

important in your life, do you find yourself marveling at how little you
knew about
each
you can other?
see
From
thatas the
your
It’s
perspective
relationship
though
relationship
of
now time and to a new level.
exists
you’d
“Keep
experience,
at In business, the concept
a much brandof laddersis used to determine how,
my
been
higher
through
climbing
The
money
level.
repeated
purpose
safe
a ladder,
connect
encounters,
with
is
for
gressively
tomethe
distinctive
ensure
until
work
each Iyour
relevant
relationship.
product
rungneed
need up and
emotional
that
statement
you
way
Each
service
emotionalstep
taking and core that makes for enduring relationships.
depth
it.
periodically.
something
their
needs
leads
features to
your
values
and
Send
Be
more—a
ladder
When
open ofyou open a checking account, your brand-based expectations
another,
breadth
me
enough
mortgage,
ideas,
for a
customers.
choosing one bank over another are likely to be pretty simple.
gradually
is loan
clear,
hours
a
desires,
being and
for in
getting
built
accura
enough
a
andnewincar,
closer to the
the
te
to
locations
or
ings
nection
place
your
bank
moves
finding
What
they
need
values.
Those
The
make
a sav-
program
need
children’s
justi
from
are
abrand
same
up
out
fferent—and
di
has
fies
are
ittheir
afrom
convenient
you
what
your
a
rung.
lower
dynamic
connection
for
chance
values
in
future
others
is
trust
the
the
rungs
initially
signi
kids’
beginning
works
to
than
and
ficantly
at
for
inmove
grows
on
this
ame
college
beliefs?
distinctive
relationship?
you
the
on
higher
to
higher—value
up
as
a
bank’s
do
stages
do
personal
your
you
fund.
on
What
business
level,
and
your
use
brand
emotional
of
Now
do
What,
your
relevant
the
scale
this
checking
they
on
with
ladder.
the
brand
knowledge
relationship?
in
your
as
stand
bank’s
ladder.
you.”
particular,
to
well.
But
account.
connection
home
someone
for?
brand
We
then
You
to
or
What
start
do
pro-
one
likely
Ascon-
else.
they
the
do
by
day
 DISTINCTIVE, RELEVANT, AND CONSISTENT 21

The
experience
you to better understand the higher-level fitsbene
and emotional
and insight
rewards
you gain as
they
tacts derive
you move
from are
often
up the As
expect.
connecting
tentative:
our
scale
nection,
with you we
neither
allows
relationships
okay?
seem to don’t have to think twice to provide it.
consistently.
and
personoften
move
” they to
instinctively
First con-
involved
Whenlevelsa mother or father asks a child at dinner, “Is your food
higher
want
know what
is quite
of emotional
to
someone
sure
con-
make
brand what
needs
on the from
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by
22 PERSONAL BRAND CHARACTERISTICS

You won’t always get along with everybody. You can’t. Nobody can.
Your values, however distinctive, simply won’t appeal to everyone.
Neither
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people,
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So one key determination you need to make in building your
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 DISTINCTIVE, RELEVANT, AND CONSISTENT 23

to whom his
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in selected relationships, he clearly established a strong personal
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