The Success Gurus by The Editors at Soundview Executive Book Summaries

Author:The Editors at Soundview Executive Book Summaries
Language: eng
Format: epub
Publisher: Penguin Group USA, Inc.
Published: 2011-07-24T16:00:00+00:00

Step 4: Position Your New Brand YOU

It is important to recognize that brand positioning happens whether companies choose to be proactive or not. In other words, if a company pays no real attention to the space its brands occupy, then it will have abdicated the positioning job and relegated its space in the marketplace to chance (or the consumer) and, possibly worse, to its competitors. Positioning results in a credible and unique image of the product in the minds of customers. It communicates a promise that is delivered through actual experience. So doesn’t it make sense to use this same technique to establish a new personal brand identity that will capture and captivate its target as well?

What space do you want to occupy in the minds and hearts of others? Do you want to create a unique identity that reflects what you stand for, or would you prefer to just hope that others will sense your strengths and understand you? Or, even worse, do you want to settle for whatever happens to come your way? Settling is what most people do. They sit on the sideline, going through the motions of the life that materialized around them, with neither rhyme nor reason to their decisions, if they even make any decisions.

The Cycle of Brand Positioning

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