It wasn't just the successful line of minivans that saved Chrysler,
but Lee Iacocca's appearance in the company's commercials in the 1980s.
Today, many remember the line 'If you can find a better car, buy it.'
A brand new you with a big-brand bank account
Branding is about personalities that humanize
the organization, writes Anne-Marie Baugh
THE GOOD OL' American cowboy still lays an iron in the fire
and brands his beef with the proud mark of ownership that identifies
his product to the world. Branding in the business world is
not so very different. It is the means for marking in the public
mind a strong imagean image that is you, and your company,
If you're smart, you will make doubly sure
that the process of Branding You is marked with a strong sense
of pride and personality that you back up with your personal
integrity. After all, branding is something the public will
remember forever, so you want them to remember you in the best
and brightest possible light, right?
Recently, I had a client ask me why his press
kit had to have so much information about him, the person, instead
of just his business. As his publicist I took the time to explain
that when the media comes to interview him it's not his business
that will create the story, it's him! The person behind the
business is the humanizing ingredient that will capture the
attention of the public and create a sense of bonding that will
in turn bring about more business. You are the key! Only
people can create confidence and trust.
While products are branded everyday, Branding
You will create a deeper and more lasting impression. Do you
know anyone that ever tried to follow in the footsteps of say,
Coca-Cola? But, many an entrepreneur has tried to emulate the
business icon Lee Iacocca.
Now here is a man who understood the value
of Branding Himself. At the helm of Chrysler he knew that to
steer the failing automotive company into a position of profitability,
and, drive the Chrysler mark into the minds of Americans again,
he had to give it a voice. A human voice: his. A voice people
could trust. A man of leadership. His legend will forever be
linked to the success of Chrysler.
So, now the question is, what will Your Brand
say about you? What is the message you want to share with the
world, that will become Your Mark, forever identifying your
business and what it stands for? Take your time to answer because
forever is, well, forever!
This is a bit akin to selecting your motto,
the saying that forever tags along with your company name as
a further identification of what you do. Your Brand however,
says what you are. It is the characteristics and values
that will become your public story. It is very important that
you take the time to decide what you want Your Story to be as
you start the Branding of You.
To be effective, and stand apart from the
floodgating crowd on the internet, it is especially important
that the Story of You, the story that will become Your Brand,
rise above the madding crowd.
So please resist the urge to copy or
follow. Be creative, be positively outrageous, be irresistible,
but above all, be yourself in your approach.
Sound painful? Trust me, it's not. There's
a wonderful new you with a wonderful new bank account coming
your way. Simply put, Branding You is the most important step
you need to take to start profiting on the internet. And profiting
is never painful, is it? Anne-Marie Baugh
Anne Marie Baugh is owner of Write-Promotion.com
and publicist to Rick Beneteau who recently blew the internet
community away with his new book, Branding
You and Breaking the Bank.
Contents | Editorial
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