Step Two
EXPRESS— COMMUNICATE YOUR BRAND TO YOUR TARGET AUDIENCE

Express

• Create Your Career-Marketing Tools
• Express Yourself
• Assess Your Online Identity
• Build Your Brand in Bits and Bytes

In Step 1: Extract—Unearth your Unique Promise of Value, you focused on articulating your brand and identifying the people in your brand community. Once you know your brand, your competitors, and your target audience, you can formulate a communications plan for reaching those people who need to know about you so you can achieve your goals. This is the Express phase of the 1-2-3 Success! personal branding process. In Chapters 8 through 11, we show you how to create career-marketing tools, express your brand in the physical world (as opposed to online), and build your brand in the virtual world.

In the Express phase, we also stress the importance of the “three Cs” of branding: (1) clarity (about who you are and who you are not), (2) consistency (in your message about who you are), and (3) constancy (continual visibility to your target audience).