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The Brand Called You

The Ultimate Brand-Building and Business Development Handbook to Transform Anyone into an Indispensable Personal Brand

Peter Montoya and Tim Vandehey

Personal Branding Press, 2003

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This guide book on achieving personal branding, or what used to be called name recognition, may be focused toward financial advisors and other types of consultants, but it contains useful guidance for any professional who needs to be remembered by potential clients and customers. Author Peter Montoya, who wrote this with Tim Vandehey, believes that everyone has a personal brand, that some people manage their brands and that to manage your brand effectively you have to be serious, deliberate and methodical. The book provides a step-by-step program supported with sound analysis and clear common sense to help anyone succeed in building a strong personal brand for career growth. getAbstract.com finds that there is something in this metaphorical image-building manual for everyone. Even those who may find it a bit off-putting to objectify themselves like soap or some other commodity could benefit from these solid tips on individual image building. After all, people who affect your career are going to form opinions of you anyway - you might as well control those opinions as much as you can.

Summary

You as a Brand

What is a brand? A brand is a whole set of associations, expectations, memories and desires. A brand is powerful. When a young man named Ralph Lifshitz decided to establish his own high-end clothing brand, and to market it by associating it with a fantasy of yachting society, polo games and cultivated taste, one of the first things he did was change his name to Ralph Lauren. "Lifshitz" as a brand just didn’t evoke the same emotional response as "Lauren."

When Xerox tried to move from copiers into computers, its managers made the mistake of not recognizing that the Xerox brand was so strongly associated with copiers that they needed to build a new brand to launch their computer line. IBM made a somewhat similar mistake when it tried to move from mainframes into PCs. Names matter. Brands matter.

You are a brand. Your name evokes certain emotional responses, based on associations, expectations, memories and desires. Most people believe that if they have a better product or service, quicker delivery, longer durability or greater efficiency, then their product will sell itself. But it’s not true that if you build a better mousetrap, the world will beat...

About the Authors

Peter Montoya is president of Peter Montoya, Inc., an agency devoted exclusively to the development and management of top personal brands. Tim Vandehey is an award-winning freelance marketing writer, author and journalist.

The Brand Called You

The Ultimate Brand-Building and Business Development Handbook to Transform Anyone into an Indispensable Personal Brand

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You as a Brand

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