This 2002 book shows readers how to identify and grow their own brand in both their personal and work lives. Using branding practices from the marketing world, they apply those concepts to individuals to help them become better at what they do and who they are. They claim that personal brands come down to competencies (one's roles), standards, and style. For example, competencies could include librarian, wife, sister, mother, volunteer. Standards could include efficient, disciplined, flexible, and self-directed. Style could include caring, approachable, enthusiastic, and honest. Exercises in the book help the reader identify their most important values and understand their competencies, standards, and style in a way that improves one's personal and work relationships. I think this book would be useful for anyone trying to improve their work and personal relationships, but it would be particularly helpful for entrepreneurs or others trying to establish a business. A second edition of this book was published in 2012.
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