| Everything you do in life—from the way you | | | | look good, and help them build their own brands. |
| dress to the car you buy, from the friends you see | | | | Seven: Dress for the job you want, not the job you |
| to the club you belong, from the notes you write to | | | | have. Balance your individual style with clothing that |
| the way you speak—either builds or diminishes | | | | will appeal to those you are trying to impress. |
| your personal brand. Below are ten suggestions for | | | | Eight: Become a class act. Learn good business and |
| building a stronger personal brand. | | | | social etiquette. Buy elegant personal stationery and |
| One: Become an expert source. Deliver a speech, | | | | send hand-written notes. Know how to order a good |
| write a bylined article, and become an expert source | | | | bottle of wine in a fine restaurant and drink it |
| for reporters. Make sure you have a current photo, | | | | sparingly during dinner. (Remember, alcohol and |
| bio, resume, and speaker introduction. | | | | branding seldom mix.) |
| Two: Become a great communicator. Research | | | | Nine: Select "significant" significant others. Who you |
| shows communications skill is the top determinant for | | | | date or who you marry affects your brand. John |
| upward social and professional mobility. Join | | | | Hancock CEO David F. D'Alessandro in his book |
| Toastmasters or hire a communications coach to | | | | Career Warfare: 10 Rules for Building a Successful |
| ensure that your written and verbal skills are at their | | | | Personal Brand and Fighting to Keep It, suggests that |
| best. | | | | single people not take their dates to company |
| Three: Draft a marketing plan for yourself annually, | | | | events. If they do, they will be judged by the |
| and review it quarterly. Include specific goals, | | | | outcome of every romance. |
| strategies, action steps, and a timetable. | | | | Ten: Give something back. Giving your time, talent, |
| Four: Develop an 'elevator speech." Within the time | | | | and money to charitable causes is a brand-builder |
| that it takes an elevator to travel one | | | | especially when it complements your brand strategy. |
| floor—about 60-seconds—be able to | | | | Find a cause you are passionate about. When I was |
| deliver a succinct description of what you do, how | | | | in public relations, I wanted to be known for my |
| you do it differently, and the benefit it provides. | | | | creativity. By limiting my community involvement to |
| Five: Build your Rolodex. Make new business contacts | | | | arts organizations I was able to reinforce my |
| and stay in touch with them. Most people with | | | | personal brand. Not only did my involvement in the |
| powerful brands have powerful friends. | | | | arts benefit my career, I enjoyed the work. I still do. |
| Six: Realize that your boss can be your most | | | | Your personal brand is one of your greatest business |
| powerful ally—or enemy—in building your | | | | assets. Nurture your brand and you will nurture your |
| brand. Be loyal and never speak ill of him or | | | | career. |
| her—to anyone. We should make our bosses | | | | |