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The Complete Idiot's Guide to Branding Yourself Paperback – Bargain Price, May 5, 2009
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About the Author
Sherry Beck Paprocki is an award-winning writer and editor. She edits Columbus Monthly Homes and she has written for Preservation magazine, InStyle's Black Book section, the Chicago Tribune, the Cleveland Plain Dealer, Philadelphia Inquirer, and the Los Angeles Times.
Ray Paprocki is the award- winning editor of Columbus Monthly. He has won more than 30 journalism awards and his freelance credits include the Chicago Tribune, the Plain Dealer Sunday magazine and The Sporting News.
Top customer reviews
I. What is branding? [1-4]
II. Launching your personal brand [5-8]
III. Branding in a modern world [9-14]
IV. Brand extension & evolution [15-20]
1. Personal branding defined
2. Writing your own branding story
3. Reaching your target audience
4. Communicating over the clutter
5. Brand identity: Starting with your resume
6. Effective messaging: Creating collateral
7. Developing brand associations
8. The total experience: Living your brand
9. Mainstream media still counts
10. Understanding public relations
11. Branding yourself via the Web
12. Personal communication in a New Age
13. Should you buy the Mad Ad, men?
14. Guerilla tactics in a noisy world
15. If you brand it, they will come
16. Lessons from megabrand personalities
17. Global responsibility
18. The smoke and fog of branding
19. Being your own brand barista
20. Branding in the future
This book covers personal branding from a generalist's perspective. The authors seem to think it's OK to discuss personal branding (resume building) as it relates to job-seekers at the same time and in the same breath as personal branding (self-promotion) as it relates to building a small consulting, training, or coaching practice (small business). I disagree with the authors on this point. When looking for a job one typically needs to build a resume. They may do some networking, but they don't really market themselves. When a person self-promotes they typically are marketing themselves and using a vast amount of marketing tools and techniques, i.e., writing, authoring, public speaking, Web sites, blogs, and possibly joining social networking sites likes LinkedIn, Facebook, Twitter, & maybe MySpace.
Finding a job usually requires the job seeker to have credentials (schooling & degrees) and work experience. While these things do have a tendency to "brand" a person and pidgeon-hole him in a certain career track, they don't do much for establishing a person as an expert or authority in their field (another type of "brand" entirely).
Establishing yourself as an expert and authority in your field might require some schooling and maybe a degree or two, but not always. You get to be known as an expert and authority by writing articles, books, presenting seminars and workshops, doing public speaking, having a good Web site, and being part of the blogosphere. And let me tell you, if you have become an expert and authority and have a brand to go along with it, then you more than likely won't be looking for employment - you will be looking for clients and customers.
If this book had focused on the "branding" for the job seeker, then it would have probably gotten a higher star rating from me. Likewise, if it had focused on the "branding" for the person trying to build a small business, I would have rated it higher. In my humble opinion there are nuggets of good information included in this book, but they are not presented in such a way as to provide value to the reader. There is simply not enough focus by the authors on any one subject at hand. The way the book read I didn't get the feeling the authors even knew what they were talking about. It felt more like they had done some research on a topic they knew nothing about and TRIED (and failed) to write a good term paper about it. 2 stars!