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Prologue • Strategy is the brains of branding. • Smarts and talent are important but overrated.
We all know lots of smart and talented people who are not doing well professionally.
• Sure, luck helps. But most successful people create their own luck.
• Then they give their stories a more romantic spin by saying it was luck and not hard work that got them there.
Prologue • Developing a strategy forces you to think,
and that in itself will start to give you an advantage over many people.
• Strategy also compels you to think big picture and long term.
Self – Brand Strategy A crisp positioning statement the defines your “ big idea” or USP – what’s different and social about you in comparison to others and why it
matters.
برای برندسازی شخصی الزم است برای خود یک .”پیشنهاد استثنایی فروش“ تدوین کرد
Develop a self-brand strategy • Your self-brand strategy should be short and
focused. • It should be short enough to write back of a
business card. • Your strategy should dramatize a benefit. • It should be distinctive enough to intrigue
people and make them want to know more.
Develop a self-brand strategy • Another way of putting together a brand
strategy is though analogy. • Try to put two different ideas together to
express your brand, such as : “I’m a cross between -------- and ----------, “ or “ I’m like ------------- meets.”
• Tazo defined the brand strategy for its tea as “Marco Polo meets Merlin”.
Be Authentic (خودتان باشید) • Your strategy must come out of who you are. • One way to start is by eliminating what is
superfluous, what is not intrinsic to who you are.
• Eliminate things that are not unique to you. • Focus on what is authentic – your human
truth – and what resonates with the people you are targeting.
Essentials of a self-brand strategy (ضروریات یک برند شخصی)
1. Be different: imitation will make you only a B player.
2. Focus: limit yourself to a dozen words or less
3. Be Authentic: your strategy must be based on who you are and the assets and experiences you can claim.
4. Resonate in the market: if you don’t get a reaction in the marketplace, go back to the drawing board.
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies 1. Be the first • The first mover generally ends up the leader in the category; because it’s the leader, everyone believes it to be the best in its category, and so it is often the one we keep in mind.
• You don’t have to be brilliant to create a first. • New categories are popping up all the time, as
you’ll see once you start looking.
• Often, you can slice a category to create a new subcategory, or niche, and be first in that.
• The be the first strategy is very successful for entrepreneurs, but executives can use it, too.
• You could be the leader of your department, your company, or you favorite charity.
• Or you might be the leader in sales at your company or the leader in sales in a segment of the market.
• Many professionals have leadership claims and feel they are acting like leaders, yet they are not perceived as leaders.
• To be perceived as a leader, you must lead with ideas and lead by example.
• As a leader, you have to be able to articulate ideas that are worthy of being remembered, and you must be able to inspire others.
1. Be the first
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
2. Be the leader
(استراتژی دوم: رهبر بودن در بازار)
1. Be the first
2. Be the leader
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
3. Take the anti-leader position
(استراتژی سوم: جایگاه مخالف رهبر در بازار)
• Volkswagen put the anti-leader strategy on the map when it introduced the Beetle to the US in the late 1960’s.
• Also, for every Microsoft, there is an Apple, a brand the symbolizes the opposite of the dominant leader to its customers.
• An especially powerful tactic of the anti-leader position strategy is casting the entrenched leader as the evil empire.
• In the self-brand category, Michael Moore is a classic example.
• The anti-leader position could be risky, particularly if you work in a corporation.
• It is a self-brand strategy adopted mainly by people who are either confident in their positions or have nothing to lose.
• However, it may be a great strategy for entrepreneurs.
• You build your company’s point of difference as the antidote to the leader by positioning the leader’s strengths as weaknesses.
• You and your company symbolize everything the leader is not.
Leader Anti-Leader Position
Big SlowOut of touch Bureaucratic Dull Impersonal Inflexible One size fits all Expensive Unresponsive
Small and nimble Fast and responsive Cutting-edge Entrepreneurial Creative and alive Personal Flexible Custom Good value Responsive
• The anti-leader position is a brand strategy that generally offers a great PR platform for you and your business.
• So, if you like to go against the grain, the anti-leader position may be for you.
• Whatever the leader in your industry or line of work is doing, think of doing the opposite. (within reason)
1. Be the first
2. Be the leader
3. Take the anti-leader position
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
4. Own an attribute
(استراتژی چهارم: داشتن یک ویژگی منحصر به فرد)
• The most common positioning strategy for brands is to own an attribute.
• You should select the brand attribute that is credible for you to own and gives you maximum opportunity in your category.
• You can slice your industry, profession, or job category to find the best fit for the attribute you want to own and the category in which you want to do it.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
5. Use a magic ingredient or invent a new process
(استراتژی پنجم: اختراع یک فرایند و روش جدید کار)
• Having a magic ingredient or creating a new process is one of the oldest brand strategies, dating back to the origins of branding.
• The strategy works well for consultants, doctors, researchers, scientists, and other professionals if value added comes from what they use or how they go about their work.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
6. Be the expert
(استراتژی ششم: متخصص بودن)
• Being a jack-of-all-trades is not a smart strategy; it is smart to be an expert in one are.
• Focus is powerful. • The narrower the focus, the more powerful the
brand. • This is an era in which specialists thrive and
generalists do not. • In executing the expert strategy, it helps to be
able to interpret something in a new way.
• One solution is to choose an area that is not already crowded with experts so that you can be dominant.
• Or you could choose an area where the current experts are not doing a good job of communicating.
• Look where there is a need for better information and interpretation or a fresh point of view.
• Consider carving out a niche where you can be the expert.
• Remember, the media is always looking for a new face, someone who will interpret something.
• The popularity of home and garden improvements has created a strong market for expert renovators, carpenters, and gardeners.
• The expert strategy is perfectly suited to tactics like newsletters, workshops, media interviews, and bylined columns.
• The book route is another smart way to go. • If you have written a book, you are instantly
an expert. • Your book tour is a great way to promote your
expertise and your business.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
7. Be preferred
(استراتژی هفتم: در بازار مرجح بودن)
• You can build your brand strategy around your users: the target market that prefers your services.
• In developing the preferred strategy for yourself, the hardest part is getting the first high-profile client.
• Once you have done this, that client is a powerful lure for others.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
9. Use your special heritage
10. Own a cause
Self-Brand Strategies
8. Set a high price tag
(استراتژی هشتم: خود را ارزان نفروختن)
• For many people, high price equates with superiority.
• High price is a very elitist standard. • It appeals to the desire for prestige, and being
able to afford high prices encourages a feeling of superiority.
• You must be able to demonstrate in some way that you are worth it.
• Having a high profile sometimes is enough for implementing this strategy.
• Many high-priced consultants, lobbyists, and bankers come from prestigious government positions that enable them to cash in when they enter the private sector.
• You’ve also got to convey the impression that you are “ hard to get”.
• You may only accept new clients through high-level referrals, or maybe appointments have to be made months in advance.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
10. Own a cause
Self-Brand Strategies
9. Use your special heritage
(استراتژی نهم: استفاده از میراث و ریشه خود)
• Offspring with a family-name brand are often able to start out at third base while the rest of us have to begin at home plate.
• Even if your name doesn't appear in the social register, you could leverage the special heritage strategy through national origin, a prestigious school, apprenticeship in a well-regarded training program, or a stint at a well-known company.
• Top company brands attract the best and the brightest. (at least, that’s the perception)
• So people will assume that you are, too. • Top company brands put their new hires
through a rigorous training program and keep them on the cutting edge of best practices.
• A lot of people who achieve fame in one career are able to leverage their heritage to achieve success in a new endeavor.
1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
Self-Brand Strategies
10. Own a cause
• For many people, doing something and meaningful is much more important than achieving the standard definition of success.
• Being synonymous with a cause or creating a new cause has propelled many people onto a bigger stage.
Get great results with a strategy 1. Be the first
2. Be the leader
3. Take the anti-leader position
4. Own an attribute
5. Use a magic ingredient or invent a new process
6. Be the expert
7. Be preferred
8. Set a high price tag
9. Use your special heritage
10. Own a cause
Epilogue
اگر صفوت آدم و قدس جبرئیل و خلت ابراهیم و شوق موسی و طهارت عیسی و محبت محمد علیه السالم به تو دهند، زینهار راضی نشوی و ماورای آن طلب کنی که ماورای کارهاست، صاحب همت
باش و به هیچ فرومیا که.به هرچه فروآیی بدان محجوب شوی
نقل از بایزید )تذکره االولیا(
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