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Index
Cover Page
Copyright Page
Table of Contents
Introduction
Chapter 1: What is a brand and why does it matter to you?
Chapter 2: The four building blocks of brand
Chapter 3: Your brand benchmark test
Chapter 4: Turning ambition and desire into personal brand strategy
Chapter 5: Establishing your brand values
Chapter 6: Putting your personal brand in context
Chapter 7: Who don’t you want to appeal to?
Chapter 8: Using your imagination
Chapter 9: Brand ‘positioning’ and creating your unique place to stand
Chapter 10: Crafting your brand story: past, present and future
Chapter 11: How to tell your brand story
Chapter 12: Bringing your personal brand to life visually
Chapter 13: Mustering your brand resources and using them effectively
Chapter 14: Hope, fear and the case for rational optimism
Chapter 15: Your ‘customer experience’: how to make it a good one
Chapter 16: What to do when your brand gets it wrong, which it will
Chapter 17: The end, the beginning, the permanent edge
Acknowledgements
About the Author
Join the Hay House Family
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