From Publishers Weekly
A marketing consultant for Web sites and television networks, Roffer applies the principles of brand-building to the popular self-help imperative to create a personal "mission statement" in this up-to-the minute career strategy guide. "Branding for people is about finding your 'big idea,' the core you, and putting it out in the universe to fulfill itself," she says, citing Oprah, Martha Stewart and Madonna as examples of women whose professional "brand name" is immediately recognizable and definable, and the cornerstone of their success. By breaking branding into eight steps (such as "dig deep to unearth who you are"; "go after your target audience with a vengeance"; and "recruit a squad of brand cheerleaders"), Roffer clearly guides her readers through the same process and exercises she uses in developing marketing identities for her clients. Whether a woman's goal is to scale the corporate ladder or to launch her own business, Roffer's lessons on developing a thick skin, creating a no-fear zone, handling professional jealousy ("never play the victim in business") and having a professional coach or mentor will resonate. Agent, Barbara Lowenstein. (Jan. 2)
Copyright 2000 Reed Business Information, Inc.
Copyright 2000 Reed Business Information, Inc.
Book Description
One of Americas leading brand strategists shares her step-by-step program for creating an unforgettable identity in todays marketplace.
Do you ever go to work and think to yourself there must be more? Or feel that your true talents and abilities arent being utilized, or even recognized? Are you a freelancer or entrepreneur who isnt sure how to rise to the top in todays competitive environment? Wouldnt it be empowering to be able to work in a field you feel passionately about and be successful and well paid?
In Make a Name for Yourself, Robin Fischer Roffer shows you how to develop a unique, personal brand strategy for success by identifying your extraordinary attributes, thinking about your values and passions, and by learning how to use them in todays marketplace. In short, you'll uncover a focused direction for your career that celebrates you.
In the information age, brand marketing — the process by which a product creates an emotional connection with its audience and sets itself apart from the crowd — is more important than ever. Roffer knows that branding isnt just for big corporations or products like Nike, Coke, or Yahoo. She is not only a pioneer in this field, she has used brand marketing strategies to catapult her own career. In Make a Name for Yourself she shows you how you can brand your own unique traits and talents for career success and personal fulfillment. In a step-by-step program she covers:
*Unearthing your authentic self to develop a brand that reflects your natural talents, abilities, and passions
*Defining your long-term career goals and dreams
*Adapting and selling your brand to your target market
*Identifying and overcoming personal roadblocks
*Packaging yourself to reflect your chosen brand image
*Launching, maintaining, and building your brand
Inspiring case studies, analyses of well known brands, and thought-provoking exercises will help you create all the essential brand elements. And unlike other career advisors who simply push networking or other external tools, Roffer also offers methods for working on your inner self to overcome fears and decipher realities. Make a Name for Yourself is for anyone starting out in the workforce, beginning their own business, changing careers, or trying to make it in the corporate world.
Do you ever go to work and think to yourself there must be more? Or feel that your true talents and abilities arent being utilized, or even recognized? Are you a freelancer or entrepreneur who isnt sure how to rise to the top in todays competitive environment? Wouldnt it be empowering to be able to work in a field you feel passionately about and be successful and well paid?
In Make a Name for Yourself, Robin Fischer Roffer shows you how to develop a unique, personal brand strategy for success by identifying your extraordinary attributes, thinking about your values and passions, and by learning how to use them in todays marketplace. In short, you'll uncover a focused direction for your career that celebrates you.
In the information age, brand marketing — the process by which a product creates an emotional connection with its audience and sets itself apart from the crowd — is more important than ever. Roffer knows that branding isnt just for big corporations or products like Nike, Coke, or Yahoo. She is not only a pioneer in this field, she has used brand marketing strategies to catapult her own career. In Make a Name for Yourself she shows you how you can brand your own unique traits and talents for career success and personal fulfillment. In a step-by-step program she covers:
*Unearthing your authentic self to develop a brand that reflects your natural talents, abilities, and passions
*Defining your long-term career goals and dreams
*Adapting and selling your brand to your target market
*Identifying and overcoming personal roadblocks
*Packaging yourself to reflect your chosen brand image
*Launching, maintaining, and building your brand
Inspiring case studies, analyses of well known brands, and thought-provoking exercises will help you create all the essential brand elements. And unlike other career advisors who simply push networking or other external tools, Roffer also offers methods for working on your inner self to overcome fears and decipher realities. Make a Name for Yourself is for anyone starting out in the workforce, beginning their own business, changing careers, or trying to make it in the corporate world.
