0071597506 Brand Called You, Self-Help

0071597506 Brand Called You

0071597506 Brand Called You, Self-Help

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BRAND
CALLED
YOU
Create a Personal Brand That Wins
Attention and Grows Your Business
PETER MONTOYA with TIM VANDEHEY
New York Chicago San Francisco
Lisbon London Madrid Mexico City Milan
New Delhi San Juan Seoul Singapore
Sydney Toronto
THE
Copyright © 2009 by Peter Montoya. All rights reserved. Except as permitted under the United States
Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by
any means, or stored in a database or retrieval system, without the prior written permission of the
publisher.
ISBN: 978-0-07-164177-7
MHID: 0-07-164177-7
The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-159750-0,
MHID: 0-07-159750-6.
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every occurrence of a trademarked name, we use names in an editorial fashion only, and to the
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designations appear in this book, they have been printed with initial caps.
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TERMS OF USE
This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors
reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted
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THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUAR-
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or otherwise.
CONTENTS
Introduction: Theory, Schmeory, I’ve Got a Business to Run
v
PART I: The DNA of a Personal Brand
1
CHAPTER
1—Why Brand Yourself?
3
CHAPTER
2—How Personal Branding Works
17
CHAPTER
3—Getting and Keeping the Cream of the Crop
31
PART II: The Brand with Three Brains
47
CHAPTER
4—Specialize or Spend
49
CHAPTER
5—Branding Channels
67
CHAPTER
6—Creating Customer Delight
96
PART III: Anatomy of a Personal Brand
109
CHAPTER
7—Brand Identity
111
CHAPTER
8—Personal Brochure and Personal Postcard
126
CHAPTER
9—The Internet
144
CHAPTER
10—Public Relations and Community Outreach
164
iii
CONTENTS
CHAPTER
11—Networking and Referrals
182
CHAPTER
12—Advertising
201
PART IV: It’s Alive! Bringing Your Brand to Life
in 12 Months
217
CHAPTER
13—Create Your Branding Strategy
219
CHAPTER
14—Launch Your One-Year Branding Plan
237
CHAPTER
15—Maintaining and Defending Your Brand
250
Resources
264
Index
267
iv
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