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Personal & Professional Brands


If you are an accomplished executive, celebrity, professional athlete, politician, etc. and desire to make a real promise to optimize your brand, image, perception and success, we can make it happen.

Everyone has a personal brand identity, whether they like it or not. It may be as simple as how you are perceived by your wife, husband, or partner. Or it could be as complex as the brand identity of an actor, sports star, or politician. Whether you are a doctor, lawyer, actor, athlete, or minister, the principles of BrandScience apply to you. In fact, these principles apply to all of us, in every aspect of our lives, regardless of position or accomplishment. It is about how you want to be perceived, and to some extent, every person is a brand .

People can choose to ignore the BrandScience principles, or they can embrace them to enhance their happiness and success. It’s just like the volume on your radio or iPod; you can turn up the volume or mute your brand as you desire.

Duane Explaining Brand Science to the NSRA

There is a “science” to creating and building successful brands as evidenced by the widespread success of brands that have applied the BrandMindset® philosophy. The business world has discovered the BrandScience principles and how to apply them for maximum success. What does this have to do with an individual, an average person who is not in business, per se? Each of us is affected every day by the perceptions of others. How other people treat you depends, in part, on their perceptions of you. Any individual can now utilize the proven techniques and methodologies that have been used by the corporate world to create powerful and successful brands. You don’t need to be a celebrity, be wealthy or famous. We have advised hundreds of individuals in relation to their personal and professional brand perceptions.

So what’s the secret to enhancing the perceptions of your personal brand? First of all, you have to care. If you don’t care about how other people perceive you, then the concept of a personal brand is not for you. Second, it’s essential that you make a promise related to how you want others to feel when they come in contact with you. It’s probably obvious, but you have to act and behave in a manner that affirms others and creates certain emotional and functional perceptions. Regardless of whether you’re a professional athlete, teacher, or stay-at-home mom or dad, these principles apply on a relative basis. It’s never too soon to work on your brand. Successful personal brand development can begin before you become famous.

Our Brand Promise book includes a comprehensive chapter dedicated to building personal brands. Peter Montoya, author of The Brand Called You, maintains that Oprah Winfrey and Charles Schwab “had a vision of where they wanted to go, and an instinctive understanding that to get there, they had to represent something clear and beneficial in people’s minds.”

As outlined in the Private Clubs Summer 2009 Magazine, Annika Sorenstam is a perfect example of building a successful brand. She says, “My slogan is “Share My Passion,” and I want all of my endeavors to reflect who I am and what I stand for. My goal is to create inspirational experiences for people, whether it’s at my academy, on my golf courses, or the products that bear my name. I’m very hands-on in everything I do, and I will not put my name on something if I don’t believe it’s the best possible product. During my playing career, I always sought out players who I believed could help me in some aspect of my game. It’s no different in business. You find the best experts and seek their knowledge before moving forward. I set up an advisory board two years ago. The board consists of people I admire and respect for their business knowledge. They include Charlie Meacham, former LPGA commissioner and Duane Knapp, chairman of BrandStrategy Inc., and marketing and financial expert Paula Polito.”

You need to ask yourself whether you want to be admired, respected, or appreciated—by anyone. If your answer is yes, contact us and we will create the right strategy for you.

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