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Business 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.'

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    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 image—an image that is you, and your company, forever.
       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 and publicist to Rick Beneteau who recently blew the internet community away with his new book, Branding You and Breaking the Bank.

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    Copyright ©2000 by Anne-Marie Baugh. Published under licence. This edition copyright ©2000 by JY&A Media, a division of Jack Yan & Associates. All rights reserved.