By Paolo Gallo
Residing in Milan ПРОФЕССИИ И РЕМЕСЛА,ДИЗАЙН, ДОМ и СЕМЬЯ Автор: Paolo GalloДата публикации: September 2001ISBN (eng): 8876851186ISBN (рус):Язык: EnglishКоличество страниц: 240Формат: DjvuРазмер: 27 Mb.com eighty five
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While those things may bring attention to you, your brand will ultimately be a reflection of the ideas and values that are distinctively you. This is the only substance upon which a truly lasting relationship can be built. The lesson: Your personal brand is based on your values, not the other way around. 20 PERSONAL BRAND BASICS Strong Personal Brands Are Relevant Being distinctive is not the only thing that matters to someone else. What you stand for needs to be relevant to them. Relevance begins when a person believes that you understand and care about what’s important to them.
For purposes of this analysis, the “right way” to go about building a strong personal brand is to make sure your brand resonates and is relevant, in the most distinctive way possible, for those people with whom you want to build strong relationships on a long-term basis. The “wrong way” is to not develop a distinctive, relevant, consistent brand at all—to base your behaviors on inconsistent, ever-shifting values that aren’t clear to you or anyone else. As noted earlier, building a strong personal brand takes discipline—because consistency takes discipline.
To some people (those to whom his distinctive actions and values were consistently relevant), yes. To most, no. In essence, it was strong for all the wrong reasons. But in selected relationships, he clearly established a strong personal brand. Stand for Your Brand Not all brands are attractive to us. Your values are your values. Our values are ours. We won’t presume to judge them against a universal scale of right or wrong. Figuring out the “right thing” for you—that’s your job. But, when your actions and your behavior reflect your values, the result is integrity.
Living in Milan by Paolo Gallo
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