Chapter 8: Your Personal Brand

In a 1997 Fast Company article, "The Brand Called You," Tom Peter coined the phrase "personal branding" and declared, "Starting today you are a brand. You're every bit as much a brand as Nike, Coke, Pepsi, or The Body Shop."

People like hearing their own name. Here is the science behind it.

Tech-etiquette do's and don'ts. Mostly don't's

The seven steps in this book provide a roadmap for creating “Brand YOU” by employing the same concepts used in traditional commercial brand management such as brand attributes, brand essence, brand image, and brand insistence. Step one includes a brand audit to assess your current state and the book concludes with step seven, a detailed action plan to implement your Brand YOU. The authors have worked with some of the best brands on the planet including: Coca-Cola, McDonald’s, Wal-Mart, Delta Airlines, and Marriott.

This guide is loaded with practical information about an array of issues related to building and enhancing your personal brand. It includes many examples of personal and commercial brands to emphasize the similarities of these concepts.

In today’s interconnected, international business world, you must understand the customs, business practices, and etiquette of your customers, clients, associates, and constituents. The worldwide edition includes details on more than 60 countries. There are also specific editions for Asia, Europe, Latin America. For each country, the book includes tips on doing business, a brief history of the country, and common business practices. It also gives pointers on negotiating, business entertaining, and protocol for greeting, gestures, and dress.

Emily Post is synonymous with good manners. Her descendants have continued to publish etiquette books more than 50 years after her death. The Emily Post Institute offers many free resources including articles, blogs, monthly newsletters, and a YouTube channel with a great playlist called Etiquette BitesTM. In addition to these free resources, there are low cost e-learning options for individuals and a bookstore. I recommend The Etiquette Advantage in Business, Third Edition: Personal Skills for Profession- al Success and Manners in the Digital World: Living Well Online.

This book includes 101 practical scenarios. It covers establishing rapport, maintaining a professional image, mealtime etiquette, and social media. These tips are based on real situations that professionals will encounter during their first year. As a professional, you cannot afford to make mistakes that could be easily avoided. This book will help you navigate the world of business etiquette.

Managing your professional wardrobe or “uniform” is challenging. There are many factors to consider including your own personal style and comfort, your organization’s official and unofficial dress codes, and current fashion trends. Rothman’s Style Bible is an important resource for men and women who need to build and maintain a professional wardrobe. “Make sure you are dressing for the job you want, not just the one you have,” is Rothman’s wisest advice.