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Business Expert Press - Henry Wong

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74 pages

English

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Description

Today, everything and everyone is a brand. If you want to develop your personal brand, but can’t afford the fees of a branding firm, this book provides access and insights into a thought-leading mind.

For entrepreneurs and professionals looking to manage their business career, it’s more than just theory. It’s part step-by-step guide, part story-sharing written to inspire and help bring your own brand to life. Here, branding expert Henry Wong shares his process to help you compete in the market and workplace.

Sujets

Gestion de carrière

Employabilité, métiers et formations

Entrepreneurship

Economics

Business

Entrepreneuriat

Informations

Publié par	Business Expert Press
Date de parution	26 août 2022
Nombre de lectures	0
EAN13	9781637422861
Langue	English

Informations légales : prix de location à la page 0,0900€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

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Telling Your Story, Building Your Brand
Telling Your Story, Building Your Brand
A Personal and Professional Playbook
Henry Wong
Telling Your Story, Building Your Brand:
A Personal and Professional Playbook
Copyright Business Expert Press, LLC, 2023.
Cover design by Jessica Hui
Interior design by Exeter Premedia Services Private Ltd., Chennai, India
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means-electronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher.
First published in 2022 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-63742-285-4 (paperback)
ISBN-13: 978-1-63742-286-1 (e-book)
Business Expert Press Business Career Development Collection
First edition: 2022
10 9 8 7 6 5 4 3 2 1
Description
In this new world, everything and everyone is a brand. People in business and careers recognize they have to work on their brand but seldom know how to achieve it. Just becoming known is not enough. Gathering social media followers is not enough. Standing for something is everything. In this book, branding expert Henry Wong shares his process used for product and people brands to compete in the market and workplace.
Most people typically can t afford the fees of branding firms. This book will provide access and insights into Wong s experience. It s ideal for entrepreneurs and professions in any industry looking to manage their business career. This book is more than just the theory behind personal brands. Taking an in-depth approach, it delves into such areas as understanding the personal brand, steps to creating one, as well as taking your brand to market. Part step-by-step guide, part story-sharing Telling Your Story inspires readers and helps them bring their own brands to life.
Keywords
personal brand; entrepreneurship; career building; brand storytelling; storytelling; brand guide; brand building; self-branding; marketing strategy; business management; branding yourself; professional branding; personal brand coach
Contents
Acknowledgments
Introduction
Section 1 About Personal Brands
Chapter 1 You Are Your Brand
Chapter 2 Why a Personal Brand
Chapter 3 What Makes a Brand
Chapter 4 The Entrepreneur s Brand
Chapter 5 The Personal Brand Vs. a Company Brand
Section 2 How to Build Your Brand
Chapter 6 TheAudit
Chapter 7 What Is Your Purpose?
Chapter 8 What Is Your Superpower?
Chapter 9 Competitive Review
Chapter 10 What Is Your Position?
Chapter 11 What Are the Reasons to Believe?
Chapter 12 The Six-Word Story
Chapter 13 What Is Your One Word?
Chapter 14 What Emotion Can You Satisfy?
Chapter 15 What Is Your Brand Personality?
Chapter 16 What s Your Story?
Chapter 17 The Story Structure
Chapter 18 Using Your Story
Chapter 19 Creating a Mnemonic
Chapter 20 Naming
Chapter 21 Bringing Your Brand to Life
Chapter 22 Building a Fanbase
Chapter 23 Taking Your Brand to Market
Chapter 24 Network Like a Brand
Chapter 25 Pitching Investors
Chapter 26 How to Be a Cult Brand
Chapter 27 On Reputation
Chapter 28 What to Do When Your Brand Goes Stale
Chapter 29 Re-Establishing + Rebranding Yourself
Chapter 30 Stay Consistent. Please
Chapter 31 To Thine Own Self Be True
Chapter 32 Not the End, Just the Beginning
References
About the Author
Index
Acknowledgments
If it takes a village to raise a child, so too, a book.
To my family-Donna, who tirelessly read and proofread excerpts and chapters, and Brandon, who helped research key points and pushed me further. And to my mother, and my father now passed on, who raised me in the back of a Chinese restaurant and taught me resilience and to see the good in everyone and everything.
The good thing about a printed book is unlike an awards speech, there is no orchestra or mike drop to cut me off. So, to my mentees, colleagues, and friends, Alex Pozidis, Atin Gupta, Chris Bryce, Dave Altomare, Harold Gerlach, Halcyon Tan, jc Molina, Jerry Philip, Joe Lu, Michelle Flynn, Pam Panesar, PY Chu, Sarbjit Kaur, Scott Boumeester, publisher Scott Isenberg, Tracy Ho, and Vince Gambino, who helped, encouraged me, shared their insights, and cheerleaded me on to this point, thank you.
Interestingly, I d also like to thank Google. If I had attempted to write this book prior to their existence, I would not have been able to, without access to a universe of knowledge. Their suite maintained my notes and documents, gave me access to them anywhere in the world, and kept me generally organized.
And finally, gratitude to the guy in the audience at one of my talks who came up to me and said, I should write a book. Here it is.
Introduction
Like many children of immigrant parents, I struggled to find my identity. I was born in Canada but was I Canadian? Was I Chinese? Or, Chinese-Canadian? How I viewed myself was often determined by how others viewed me. I grew up in the back of a Chinese restaurant. When I became of age, which in a traditional Chinese family meant when I could walk and talk, I did chores, I looked after my toddler brother. And then I worked in my family restaurant. By the time I was 11, I began losing the last vestiges of any Toisan accent that originated from a county in Guangdong, China, and was thrust into working behind the counter of the diner. I learned to take cash, calculated change backward, while engaging with truckers and families alike for who chop suey was their exotic foray into another culture. I talked. They talked. I told stories. They laughed. I could steer and adapt a conversation depending on the audience. Little did I know this would inform and shape my own personal brand in the ad world.
After 30 years in the business, I ve had fun times working on big, global multinational brands such Toyota, P G, Johnson Johnson, and Sylvania. I ve had the opportunity to work on small, local, and startup brands. Last count, like anyone who s been in this business for these many years, I ve amassed experience on well over 100 brands.
Years before that, I was approached by a political group who asked if I could apply my thinking to a candidate of theirs to help create a brand around him. I thought about it and realized that the same principles applied. I could use the same process to help define and tell his brand story. Since then, I ve helped personalities, execs, and professionals develop their brand. Sometimes as part of their company brand. Sometimes as a standalone entity.
I began to formalize these steps when I was once asked to present to the executive networking group I belonged to. I decided to talk about personal brands so the night before, as often with homework assignments, I put together a PowerPoint outlining the handful of steps I used in creating a personal brand. I outlined my thinking lacing it with stories of real-life examples. My 30 minutes seemed to be a hit. One of the members asked me to speak at her conference. I agreed. The conference talk also received positive responses and more invites. One participant was kind enough to say you should write a book. Thanks, but talking is much easier.
But the thought did stay with me. Though I ve delivered the talk dozens of times, a book would make it accessible for everyone. While company brands can typically afford agency fees to engage a brand thinking, many individuals can t. So, it s my hope for this book to provide that access to some accumulated knowledge and methods that you can apply to your own brand. Read on and tell your story.
SECTION 1
About Personal Brands
CHAPTER 1
You Are Your Brand
Or, why a personal brand is more important than ever today.
For many of us, we tend to take on the brand of the company we lead, we work for, and the groups we belong to. Whether it s being part of a startup, Apple, or Satan s Choice.
Why take on your own brand? Is a company brand not enough to define who you are? A personal brand gives you a competitive advantage over competitors and even colleagues. A personal brand helps you stand out. A personal brand adds premium value to your worth often monetized through promotions and salaries through perceived value. A personal brand is portable. You re not defined or limited by the organization s brand. You may leave the company to lead another or start another. But you leave with you, along with your file box of personal belongings, your brand. A well-defined personal brand if you so desire is influential and embodies the leadership qualities you have. As many consultants and motivational speakers have expressed, we are the CEOs of our own companies. The companies that are our personal brands.
Many aspiring leaders looking to establish their place in their universe often say, I need to work on my personal brand. But what does that mean? For most, it simply means being more prominent, more wellknown in their industry job or profession. But it s much more than that. Being known isn t a brand. Standing for something is. Being able to have a well-told story attached to you, even more so.
When we compare people brands to product brands, it brings this idea to life. Like every great brand out there, you re much more than just product features and benefits. From laundry detergent to cars to people, there may be a list of great attributes that the product has but there s only one you.
In the classic days of marketing, a Brand = promise + experience. You made a claim and you delivered on that promise. That s what established the brand.
Now a Brand = experience + storytelling. So, what do I mean by that? A carpenter s son becomes a worldwide religious leader. A young millionaire engineer starts up a new car company that overtakes the big three. A celebrity assistant becomes one of the world s most influential personalities.
The a