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Brand Yourself: How to Create an Identity for a Brilliant Career Paperback – January 4, 2000

4.4 out of 5 stars 5 customer reviews

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Editorial Reviews

Amazon.com Review

Brand Yourself compellingly advocates combining today's hottest business concept with the biggest trends in business demographics. Geared toward anyone switching careers, running a small business, or just striving to advance in a current job, the book--by veteran career coaches and marketing consultants David Andrusia and Rick Haskins--argues persuasively that one must carefully create a personal brand and aggressively market it like soup or mouthwash in order to get ahead in these ultracompetitive times. "Branding is such a powerful tool in selling products that it makes perfect sense that we as individuals should brand ourselves," they write, "thereby creating a strong, positive sense of ourselves and our services that is different and better than what our peers have to offer." They begin with an extensive but clearly articulated "career self-evaluation and brand assessment" to facilitate development of a "Personal Branding Statement" that is specifically shaped by your skills and personality traits in addition to marketplace needs. They then focus on "packaging your brand" with the right name, collateral material, and even office space, and "making yourself known" through properly framed written matter and personal contacts. Concluding chapters offer specific suggestions on attaining promotions and changing careers, as well as using the concept in other special circumstances. --Howard Rothman

From Booklist

This book will confirm the suspicions of cynics. Its publicist almost brags, "You need more than talent and hard work to get ahead." Pragmatists will counter, however, that the authors are really only introducing a new vocabulary. Regardless, "personal branding" is currently a hot catch phrase. Andrusia is the author of The Perfect Pitch: How to Sell Yourself for Today's Job Market (1997) as well as several travel guides. Haskins has been a brand manager at Proctor and Gamble and was a marketing vice president at Disney Co. What they offer is fairly standard career advice, but it is steeped in the jargon of Madison Avenue. It is not much of a leap to move from recommending that job hunters "sell themselves" to having job hunters think of themselves as products. Andrusia and Haskins know how to move a product. They make the case for the "need to brand" and offer tips on brand assessment, developing a "personal branding statement," packaging oneself, broadcasting one's brand, jump-starting "stalled" brands, and rebranding. Caveat emptor! David Rouse

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Product Details

  • Paperback: 256 pages
  • Publisher: Ballantine Books; 1 edition (January 4, 2000)
  • Language: English
  • ISBN-10: 0345423593
  • ISBN-13: 978-0345423597
  • Product Dimensions: 5.4 x 0.5 x 8.2 inches
  • Shipping Weight: 9 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #676,449 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Paperback
I sat down one Sun afternoon and read the entire book in one setting. It is truly a powerful secret weapon in today's competitive marketplace. The writing was superb, and very witty. I really enjoyed the way that Mr. Haskins didn't make the reader feel inadequate, rather provided empowerment. It was like having a personal coach help you to reinvent yourself and discover abilities and talents that you may have other wise overlooked. I highly recommend it for persons who are in business, or want to shine in a presentation where branding is essential. I eagerly await the next book.
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Format: Paperback
A good friend recommended this book to assist me in positioning my company and services in a new market. The authors make an excellent case for applying the techniques of successful product branding to yourself in order to stand out within a competitive field.
The authors present their material in a logical, well-rounded manner. First, they explain branding and give many good examples of successful campaigns. Then, they introduce a series of assessment tests to help you determine your strengths and passions and how these fit in with your personal brand. Finally, they provide examples of marketing yourself within this brand identity, again providing plentiful examples and case studies.
In all, Andrusia and Haskins present useful concepts in an thoroughly readable and accessible book.
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By A Customer on March 12, 2000
Format: Paperback
This book reminded me of all the good stuff I learned about product management as an undergrad business major and taught me step-by-step how to apply brand marketing to myself in the job marketplace. All the friends to whom I have recommended this book have thanked me heartily. The advice in this readable, friendly volume greatly facilitated my recent transition to a new career. All working people should read it, particularly those who dislike self-promotion.
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Format: Paperback
While I was reading Brand Yourself, I couldn't help but think how similar it was to Career Distinction, another popular personal branding book. I was very disappointed that Brand Yourself wasn't offering any new information or direction and found the identical exercises and models more than frustrating. The truth is, I was wrong, and here's why . . .

After looking into it, I realized that it was NOT Brand Yourself copying Career Distinction. Brand Yourself was published in 2000. Career Distinction wasn't published for another seven years.

I actually read them in reverse order (Career Distinction first, followed by Brand Yourself). Now, after reading Brand Yourself, I know where the authors of Career Distinction must have gotten most of their inspiration and modeling from.

Both books are great introductions into self- and personal branding. Brand Yourself is more original, Career Distinction is more up-to-date.

Don't bother reading both of these as most of the information will be repeat.

Looking back, I'm disappointed that Career Distinction couldn't offer more original information after seven years had passed since Brand Yourself was released. Kudos for Brand Yourself being so original.

I would, however, recommend Career Distinction over Brand Yourself, simply from the standpoint that CD is more current and therefore discusses online branding techniques for you to consider when Brand Yourself didn't and just couldn't have covered online personal branding in 2000 as well.
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Format: Paperback
Branding is critical to success in today's marketplace. Any politician will tell you that success rests with public image and getting people talking about you, your business, or your product. But not everyone is comfortable with self-branding. So before you take a giant leap towards the front covers of "Time" and "Newsweek," your community newspaper - or even the company newsletter - keep in mind that you never, ever get a second chance to make a first impression. The image you present is the one you will have to live with, or live up to! Step ONE in the art of self-promotion is to do an honest self-assessment of who you are, what you have to say - and why anyone would want to listen to your story! Following a careful step-by-step process will help even the most timid become comfortable with the concept of self-promotion. Women, especially, show far too much humility about their talents and skills. If we want people to value our skills, we must first show that we value ourselves -- by making sure our accomplishments are visible to targeted audiences. If we want people to hire us, promote us, buy from us or invest in our companies, they have to know who we are, what we have accomplished and why they should do business with us! Branding or self-promotion isn't a four-letter word. It is a valuable business tool that career women must add to their strategies for success. (from Marion E. Gold, award-winning author of "The Personal Publicity Planner: A Guide to Marketing YOU")
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