The Brand Called You

Producers: John Cominos, Theresa Puskar
Workbook: Theresa Puskar
IMPORTANT
To begin Please save this guidebook
to your desktop or in another location.
How can you get the most out of this writable guidebook? Research has shown that the
more ways you interact with learning material, the deeper your learning will be. NightingaleConant has created a cutting-edge learning system that involves listening to the audio,
reading the ideas in the guidebook, and writing your ideas and thoughts down in the notes
column on the side. In fact, this guidebook is designed so that you can fill in your answers
right inside this document. You may also want to use a notebook to record your notes.
The suggestions listed in this audio program and the accompanying guidebook are solely based upon the
opinions of the author. Please use them at your own discretion, or seek the advice of a business professional.
The Brand Called You is the exclusive Trademark of Peter Montoya. All rights reserved.
The Brand
Called You
Overview
Introduction
5 Brandstorming Questions
9
Part 1: What Is Personal Branding
9
10
11
12
13
Branding Maxim #1: Branding Is More Critical Than Sales

Branding Maxim #2: Visibility Is More Important Than Ability
Branding Maxim #3: Perception Becomes Reality
Branding Maxim #4: People Do Business With The People They Like
Branding Maxim #5: Personal Brands Are More Valuable Than Money
14
Part 2: Branding Strategies
14 Branding Strategy #1: Specialization

16 Branding Strategy #2: Marketing Channels
18 Branding Strategy #3: Attributes
19
Part 3: Marketing Tools
19
26
28
30
33
Personal Brochures
Personal Web Sites
Direct Mail
Seven Different Types Of Messages
Brand Identity Development
37
Part 4: Writing Your One-Year Branding Plan
37 Four Steps To Creating Your Branding Plan

40 Marketing Timetables 2002
THE BRAND CALLED YOU
Introduction:
Welcome
Welcome to Peter Montoyas THE BRAND CALLED YOU: How To Promote And Market
Your Skills In Any Economy. This program and the accompanying guidebook are a Personal
Branding master class. It has been created to aid you in discovering what your Personal Brand is and
how to make it flourish in your business, whatever that may be. Whether you are an entrepreneur or
work for corporate America, developing your Personal Brand puts you in the drivers seat of your
future. Gaining a clearer perspective of what your greatest marketable assets are gives you the
necessary insight to establish yourself in the best possible light as you grow within your own chosen
field or move toward any other field of endeavor.
If you listen to this program repeatedly, read this guidebook and complete the exercises within it,
youll learn quite a bit. Youll develop skills and gain insights that will transform how you market
yourself, pursue new business, deal with current clients, and portray yourself in the business
community. Among the valuable insights you will gain are:
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To achieve the maximum benefits from this program, listen to each audio session at least twice,
ideally three times. Listening to the audio session several times allows it to sink into your
subconscious mind as you make more and more discoveries each time that you listen. Be sure to keep
a paper and pen in hand as you are listening, and be prepared to stop the program when you hear an
idea or technique that particularly appeals to you. Think about that idea in connection with your
situation, your work, your lifestyle, then prepare a plan to act upon it in the days ahead. Take the time
to work through the Brandstorming Questions that are listed in this guidebook. Whenever
INTRODUCTION: WELCOME
possible give yourself a deadline, and be committed to following through on that deadline. Without
implementing any of the action steps that you have mapped out for yourself, this program simply
becomes an exercise in listening. In order to gain the full benefits that this valuable program has to
offer you, make the decision here and now to work through this program, act upon your insights
and strategies, and achieve the kind of results in your life that youve never thought possible.
Notes
Defining your Personal Brand will create an expectation of your value in the minds of those who
dont know you personally. It will give you top of mind status among your potential clients,
customers or patients. Enjoy this Master Class. Take action, grow, and prosper. It will be well worth
the time and effort that you take to do so.
Brandstorming Questions
10 Questions To Ask Yourself About Your Current Personal Brand
1. What is my current brand?

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3. Do I have a different brand with different target markets?
4. Do some of my competitors have the same brand as me?
5. Does my current brand make me stand out or make me just like everyone else?
6. What does my current brand reflect most? My personality? My ability?
7. What should my brand reflect to make it more valuable?
8. Am I happy with my current brand?
9. Does my Marketing reflect my brand?
10. Would a more polished, strategic brand improve my business?
10 Questions To Ask Yourself About Your Visibility
1. Am I perceived as I want to be?

2. Do people know what I really do?
3. Do people know my strengths?
4. Whats my reputation in my field?
5. Is it the reputation I want?
6. Am I giving prospects a chance to come into contact with my Personal Brand every day?
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8. Do I have competitors who are more visible than me?
9. Are there opportunities for greater professional visibility in my area?
10. Would it benefit me to hire a publicist or PR firm?
10 Questions To Ask Yourself About Being A Specialist
1. What do I do best in my profession?

2. What aspect of my work do I enjoy the most?
3. What aspects are the most profitable?
4. What target market would likely need my expertise the most?
5. Is there such a target market available to me?
6. Do I have a clear specialty?
7. Do people know what I do, or do I get five different descriptions from five
different people?
8. Can I increase my income by specializing in one service or area of value?
9. Can I continue to generate new clients for at least three years in that specialty?
10. Is specializing going to cost me too much current business?
10 Questions To Ask Yourself About Positioning
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2. Does anyone have my preferred position?
3. If so, can I take the same position and outperform the competitor?
4. If not, is my preferred position best for my target market?
5. What does my target market need?
6. What kind of emotional response will make them call me?
7. Can I support my preferred position over the long term?
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9. Can my position evolve over time?
10. Can my position help me grow my income at 20% per year?
10 Questions To Ask Yourself About Channels
1. Which channels are right for me?

2. Do I have the budget for advertising?
3. Am I comfortable with the idea of seminars?
4. Is my Web Site an information center or just an online brochure?
5. Do I have quality database software?
6. What direct-mail messages would my prospects respond to?
7. Would they respond to telemarketing?
8. What incentive programs could I create for referrals?
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Notes
INTRODUCTION: WELCOME
10 Questions To Ask Yourself About Personal Brochures
Notes
1. Should I create my own brochure or hire a professional?

2. Do I know a quality professional photographer?
3. Do I know a high-quality printer?
4. What aspect of my background would work best for my story?
5. What should my cover image be?
6. Whats my single value point?
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8. Whats my printing budget?
9. What size should my brochure be?
10. In what ways will I distribute my brochure?
10 Questions To Ask Yourself About Personal Web Sites
1. Does my current Web Site work as a Personal Web Site?

2. If I dont have a Web Site, do I get frequent questions about when Im getting one?
3. Do my prospects have broadband or dialup connections?
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7. What is my Web development budget?
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10. Are there trade publications or Web Sites where I can advertise my new site?
10 Questions To Ask Yourself About Personal Logos
1. Does my name add value to my business?

2. Can I describe what I do in a few words?
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4. In writing a slogan, do I have a clear group of people I work with?
5. Do I have a single clear benefit?
6. If I want to get creative and emotional with my slogan, what do I want to communicate?
7. What are the overused icons in my profession?
8. Do I want an icon based on my market, my profession, or my lifestyle?
9. Do I need an icon at all?
10. Do I know a professional designer who can help me?
10 Questions To Ask Yourself About PR
1. Am a aiming for a local or a national target market?

2. What publications in my area should I target?
3. What subjects are they not covering that would be of interest to their readers?
4. What can I do to regularly create news about myself, such as entering awards competitions or
sponsoring charity events?
5. Do I know standard press release format?
6. What online trade publications should I target?
7. Do I know any writers who could produce my column?
8. What would the column be about?
9. Am I available often enough to be an effective source?
10. Does my Web Site have a Press or News section?
Notes
PA R T 1 : W H AT I S P E R S O N A L B R A N D I N G
Part 1:
Notes
What Is
Personal Branding
Branding Maxim #1:

Branding Is More Critical Than Sales
The Difference Between Branding, Marketing And Sales
Sales Is Convincing
Sales are the words you say to overcome objections, negotiate a deal, and persuade clients to view
a situation your way. You can identify Sales activities by the fact that your lips are moving.
Marketing Is Generating Business
Every activity that directly generates revenue is Marketing; direct mail, seminars, and even referrals
are Marketing. You can easily identify Marketing because it highlights a specific product or service,
a price, and directs prospects to purchase.
Branding Is Influencing
Branding appeals to our desires and touches our emotions. It has one goal: to emotionally predispose
consumers into entering a business relationship. The goal of Branding is to position a product or
service in such a way that people feel an irresistible urge to purchase that product or service.
Nothing Ever Happens Until A Product Is Branded
Today, Branding comes first. We live in a skeptical culture a culture that doesnt want to be sold
anything. Rather, we want to know the company story who they are, where they are based, and
what do they do before anything else. The real fact is that nothing is sold until it is branded.
When your Personal Brand is crafted correctly, the sale is made virtually without effort. Prospects
arrive pre-sold.
Your Biggest Challenge
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need one?
Who Does Branding Effect And How?
What Are The Three Top Goals Of Your Brand?
1.
2.
3.
Marketing Maxim #2:

Visibility Is More Important Than Ability
All Things Being Equal The More Visible Competitor Wins
In Personal Branding, theres one factor more important than your services, your products, your
resources, and even your skills. Its your name. Your name brings you more prospects than your
ability.
Visibility Builds Credibility
Branding is all about visibility and visibility builds credibility in the eyes of the consumer. If we
see something all over town, we get the impression it must be good its presence attests to its
success.
Lack Of Visibility Diminishes Your Credibility
Increasingly, consumers think that if they have not heard of you, you cant be that good. Lack of
visibility not only prevents you from generating new business, it actually hurts your credibility with
your existing clients.
10
Notes
Marketing Maxim #3:

Perception Becomes Reality
Notes
Perception Is Greater Than Reality
Our perceptions define our choice of products and services. We select these products and services
oftentimes without real evidence we buy in response to Branding.
Differentiation
Differentiation is the most important tenet in Branding, and it is the critical key to rising above the
Marketing noise.
Your Most Important Product
In a world of look-alike products and services, in which all competitors have equal access, what is
your most important product? The answer: Your Personal Brand.
Emotion Forges Perceptions
Most Branding attempts to win people over logically. But as logical as we like to believe we are, we
make decisions emotionally and justify them with logic.
What Activities Create Your Personal Brand?
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Today, everything is Branding.
Marketing Maxim #4:

People Do Business With The People They Like
11
People Vote With Their Wallets

Business Is All About Relationships
Think about the service providers you frequent: your accountant, your mechanic, your real estate
agent. No matter how skilled they are, you wouldnt work with them if they made you angry or
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you ever maintained a relationship with someone who fouled up? You probably have, and it was
probably because the relationship mattered more than the mediocre performance.
Your Most Important Service
No matter what you provide financial planning, legal, medical, real estate or other your most
important service is advice.
Building Trust
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building trust:
1. Personal rapport. We like people who are like ourselves.
2. Integrity. We trust people who do what they say they will do.
Why You Build Your Brand Around You
By Branding, you can:

1. Differentiate yourself from a million look-alike competitors.
2. Forge an emotional connection with your audience.
Personal Branding Defined
The process of crafting a Personal Brand by linking who you are, what you do, and the meaningful
benefit to your target market.
Your Personal Image Vs. Personal Brand
Your Personal Image is what people instantly see, hear, feel, or perceive at a glance. Your Personal
Brand is what people think of you over the long term.
Personal Brands Are More Compelling Than Corporate Brands
We are far more likely to trust a person rather than a cold Corporate Brand. Personal Brands disarm
and connect at the human level while Corporate Brands garnish instant skepticism.
12
Notes
Branding Maxim #5:

Personal Brands Are More Valuable Than Money
Notes
Personal Branding Is The Ultimate Currency

You Are Not A Brand
Very few people actually know you most people only know your Personal Brand. You are not a
brand; you are a human being who projects your brand. As an entrepreneur, you are applying your
Personal Brand to your company.
Your Personal Brand Is A Promise
When a client works with your company, whether directly with you or an employee, your brand
guarantees a quality experience.
Personal Brands Are Authentic
You cannot fake your brand or be someone who you are not. Every effective Personal Brand must
be true to the person to achieve lasting success. If the media has taught us one thing, you cannot
fake a great Personal Brand.
One Brand To Lose
Personal Brands take a lifetime to create and an instant to destroy. Thats why great Personal
Brands take excruciating care to develop and maintain their brands and why they are careful
about what they say and with whom they associate their brand.
Personal Brands May Evolve, But Cannot Change
The expression You can only make one first impression is true. Once weve encountered
a Personal Brand, we mentally label it and that label is everlasting. Your Personal Brand
may grow into new areas, but it must be a natural progression. Define your brand with great care,
and consider the long term.
13
Part 2:
Notes
Branding
Strategies
Branding Strategy #1: Specialization

Think Narrow
Brands grow by specialization. Conglomeration eventually kills brands. Specialization means

carefully choosing a target market and developing your products, services, and business model
to meet its needs.
The Best Brands Revolt
The hardest lesson you will ever learn in business is the more often you reject the clients you
dont really want, youll attract the clients you really want. If you try to create your brand being
all things to all people, itll end up being nothing to anyone.
Sales Includes, Marketing And Branding Excludes
In sales, we all learned that the more presentations you make, the more sales you close.
In Marketing and Branding, the exact opposite holds true: the more focused your audience,
the more focused your energies, the more business you generate.
Sales Versus Branding Mentality
Chase New Business vs.

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Creates Price Competition vs.
Piles You Together With A vs.

Million Other Sales People
Weakness vs.
14
Excludes And Attracts

Steadily Increasing Business
Makes You Sought Out As
The Only Solution
Distinguishes You As The
Expert Of Choice
Strength
PA R T 2 : B R A N D I N G S T R AT E G I E S
Specialization Builds Perceived Value
Notes
Three steps to developing your specialty.

Step One: Choose Your Target Market
1. Define your target market by defining the criteria.

a. Geographic area. You can establish geographic boundaries by subdivision, neighborhood,
city, zip code, area code, or county.
b. Type of client.
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N Interest Group defined by political affiliations or association.
N Age/Gender males or females, people of a certain age.
N Occupation-Based firefighters, attorneys, engineers, doctors.
N Ethnic/Religious various ethnicities and/or faiths.
N Life Events sale of business, divorce, death of parent or spouse.
2. Find the right audience.
N Evaluate your current client roster. Look carefully at the clients that you enjoy
working with the most.
N Research the population of the target market. A good target market should contain
at least 500 to 1,000 prospects, probably 1,500, and as many as 5,000. You should
make sure that a direct-mail list exists for your target market.
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target market? What share of the market do they attract? When a prospect replies
that they dont need your services, find out whose services they are using.
Step Two: Design Your Products And Services For That Target Market
The fundamental premise of Marketing is to find a need and fill it. It is not, Ive got this
product, who wants to buy it? Today you must not only choose the audience, but also craft
your products and services for that audience.
Step Three: Develop Your Business Model
You have identified your target and developed your products and services with that target in
mind. Now you must gear your practice to attract them. Build your Business Model around
your audience dont try to build your clientele around your way of doing business.
15
Some examples:
Notes
N Office location.
N Web-centered.
N Enrollment systems.
N Client service.
What Is Your Specialty?
1. Who is your target market(s)?

2. What are your products and services?
3. Describe your business model.
Branding Strategy #2: Marketing Channels

Marketing Channels: The Roads To Your Clients
A Marketing Channel is a route by which you deliver your brand message to the target audience.
Eight Primary Marketing Channels
1. Client Referrals
a. Personal Request
b. Premium Offer
c. Personal Brochure
2. Direct Mail
a. Sales Letter
b. Catalog
c. Postcard
d. Personal Brochure
3. Networking
a. Business Card
b. Personal Brochure
4. Professional Referrals
a. Personal Request
b. Endorsement Letter or E-mail
16
5. Seminars
a. PowerPoint Presentation
b. Seminar Manuals
6. Public Relations
a. Media Kit
b. Press Release
7. Warm Calling
a. Product and Service Information
b. Personal Brochure
8. World Wide Web
a. E-Newsletter
b. Product and Service Offers
PA R T 2 : B R A N D I N G S T R AT E G I E S
Five Secondary Marketing Channels
1. Advertising
a. Display Advertising
b. Classified Advertising
2. Outdoor Advertising
a. Billboards
b. Bus Benches
c. Airport Signage
3. Radio Advertising
a. Host-Paid Radio Show
b. Commercials
c. Infomercials
Notes
4. Television Advertising
a. Host-Paid TV Show
b. Pay For Guest TV Show
c. Commercials
d. Infomercials
5. Trade Shows, Special Events,
and Sponsorships
a. Booth
b. Premiums
d. Product and Service Literature
e. Banners
How Many Marketing Channels Are You Using?
Check the corresponding numbers to the Marketing Channels you use on a regular basis. Add them
up and place that number here: _______
How Many Marketing Channels Should You Use?
The magic number is five. You should develop at least that many Marketing Channels and use them
synergistically for a successful Branding effort.
Emerging Businesses
Red-hot, emerging businesses always have the greater number of Marketing Channels and,
conversely, stagnant businesses have the fewest.
Bad Marketing Channels
There is no such thing as a bad Marketing Channel, only an inappropriate one. Use as many
appropriate Marketing Channels as needed for your target market.
17
Branding Strategy #3: Attributes

Attributes Are The Building Blocks Of Brands
Branding is all about attributes. An attribute is any characteristic that is attractive or beneficial
to your target market. Attributes can be age, height, skill, ethnic background, personality type,
education, profession, specialty, or anything else.
Personal Brands Are Organic
What works for you may not work for someone else. Personal Branding is not formulaic. Rather,
a Personal Brand is a unique combination of every aspect of you, from your clothes to your hair
to your service and achievements to your leadership and character.
Why Do Your Clients Choose You?
List the ten top reasons why you think your clients like to work with you.
1. _______________________________________________________________
2. _______________________________________________________________
3. _______________________________________________________________
4. _______________________________________________________________
5. _______________________________________________________________
6. _______________________________________________________________
7. _______________________________________________________________
8. _______________________________________________________________
9. _______________________________________________________________
10. _______________________________________________________________
Of the reasons listed, what do you think is the most compelling reason? This is your leading
attribute and should be used as the core message driving all your Branding collateral.
18
Notes
PAR T 3: MARKETING TOOLS
Part 3:
Notes
Marketing
Tools
Personal Brochures
The Cornerstone of Your Brand
A Personal Brochure is a tool created to attract clients, establish your position in front of a target
audience, and develop your brand. It is a prospecting tool, not a sales tool. Its purpose is to create
a positive, emotional predisposition to doing business with you.
Five Keys To Creating An Effective Personal Brochure
1. Focus on your leading attribute.

You cant be all things to all people, so as you position yourself before your target market,
ask yourself:
a. What single benefit, feature, or value is most sought?
b. What I can share about myself to express its value?
2. Make it personal.
Your Personal Brochure should relate personal information. Personal Brands are inherently
more trustworthy than Corporate Brands. Dont be afraid to express who you are in your
brand.
a. Personality sells. You cant build rapport with statistics, and a good Personal Brochure
begins building trust immediately by presenting your personality in a compelling way.
b. A good Personal Brochure tells a story. We especially love triumph-over-tragedy stories.
They share a persons history and appeal directly to peoples emotions. People enjoy
discovering how much they have in common with others. If you think your life isnt
interesting, you can always rely on two cant-miss Branding hooks: kids and pets.
19
3. Write it right.
a. Write using the third-person, objective point of view.
b. If you write in the first person, only share your experience or what you have learned. To
outright list your successes can be viewed as egotistical.
c. Always be positive; refrain from criticizing peers and leading with negative notions.
d. Avoid bullets; write your brochure text in paragraph form. People pay little attention to
bulleted text because bullets indicate a list of cut-and-dried facts approaching. Use bullets
only on the back panel of the brochure, if at all. The entire brochure text can be 300
500 words.
e. Break up the text with strong headlines, sub-headlines, quotes, and captions to convey
more information.
f. Include a clear call-to-action. Invite prospects to visit your Web Site or to call or e-mail
you.
4. Create a knockout cover and appealing layout.
The cover of your brochure needs to scream, Pick me up! It should make the reader stop
and think, and it should hint at a story to be found inside.
Two rules you should never break:
a. Never put a logo on the cover.
b. Never put a mug shot on the cover.
Other good advice:
a. Leave plenty of white space or open space for pictures. This makes your brochure feel
inviting to the reader. Plastering your brochure with wall-to-wall text only repels readers.
b. The image on the cover should appeal to the tastes, and maybe even to the dreams, of
your Target Market.
c. "<E84CEB98FF<BA4?C;BGB:E4C;8EF>LBHE9E<8A7F9BE4E898EE4?BEC8E9BE@4!?B54?
Photographer Search at www.photographers.com.
N Plan on spending about $1,000 to $1,500.
N Get two sets of photos: one in the office with staff or clients, and a second set
showing you in more casual, personal settings.
d. Keep in mind that a square brochure (6" x 6", 7" x 7", 8" x 8") and/or
horizontal-format brochure is the easiest format to design, and the most effective to
attract prospects.
20
Notes
e. The worst-sized brochure is the 8.5" x 11" tri-fold. It is generic and difficult to view, since
we see the world horizontally.
f. Pick the right format. Depending on your Marketing and Sales process, you will need a
prospecting brochure and maybe even a sales presentation brochure.
5. Purchase high-quality printing.

People do judge the quality of a company based on the quality of its Branding materials.
a. Use 100 lb. cover glossy paper using four over four, also known as full-color printing.
b. Plan on spending $2,500 to $4,500 on the printing phase of the project.
c. Print a minimum of 2,500, usually 5,000 and upwards of 10,000 Personal Brochures.
All told, 5,000 brochures will typically cost you about $7,500, or about $1.50 apiece between
writing, design, photography, and printing.
Personal Brochure Styles
What kind of Personal Brochure do you need?

Personal for one individual.
Team two or three people presented in one brochure. If more than three people need
to be included, one person should be chosen as the lead Personal Brand and the others
will support that brand.
Ten Uses for Your Personal Brochure
1. Mail to Current Clients Mail two copies to all current clients in tandem with the Personal
Brochure Cover Letter Current Clients on page 25.
2. Mail to Prospective Clients Mail two copies to any prospective clients with the Personal
Brochure Cover Letter Prospective Clients.
3. Give Copies to Professional Referral Sources Send at least two dozen copies to
all professional referral sources you know such as CPAs, attorneys, financial planners,
stockbrokers, and insurance professionals to accompany their recommendation of you.
4. Client Maintenance Mail the Personal Brochure to all of your clients at least once a year as
part of your Twelve-Month Drip Branding Campaign on page 32.
5. Client Generation Mail it to cold prospects as part of your Six-Week Branding Blitz
Client-Generation Plan on page 32.
6. Networking/Business Card Substitute Replace your business card with your Personal
Brochure. Hand it out at public events, networking meetings, or parties.
21
Notes
7. Seminars Hand the brochure out to everyone who attends your seminar prior to your
presentation. Or mail it as part of the invitation for the seminar.
8. Press Kits Include the brochure in press kits or with any story submissions/ideas you send
to editors.
9. Trade Shows and Special Events make sure you have ample quantities of
your brochures at trade shows and other special events. Every passerby should receive one.
10. Alternative Sources Place your brochure in every conceivable place your prospects may visit,
including, but not limited to: the Chamber of Commerce, area restaurants, golf courses,
coffeehouses, tennis clubs the list of possibilities is endless.
How Will You Use Your Brochure?
Check the appropriate distribution methods for your Personal Brochure.
22
Notes
Heres A Layout For An Effective Personal Brochure
Notes
Large-Formatted Photo
Solid Color
Outside
Sub-Headline
Personal Logo
Personal
Photo
Company or
Service Information
Headline
Postcard Text
Contact Information
Company Logo
Inside Panel
Back Cover
Front Cover
Large-Formatted Photo
Drop Cap
Inside
T
Personal Photo Cut-Out
Left Panel
Center Panel
Right Panel
Production Notes
After designing and creating hundreds of Personal Brochures, our staff has concluded that certain
typefaces, sizes, and styles work best to draw readers eyes.
1. Use 12-point Serif Style font for the body copy.
2. Use 18-point type or slightly larger Sans Serif Style font for headlines and sub-headlines.
3. Place photos where you see large Xs.
Aa
Serif Style Font
Aa
Sans Serif Style Font
23
Brochure Foldings
Diagram
Description
Most Common Configurations (in inches)
Single Fold
Flat
Folded
Four-page brochure with

one parallel fold.
12 x 6
14 x 7
16 x 8
6x6
7x7
8x8
Custom sizes available.
Bi-fold
Flat
Folded
Six-page brochure with

two parallel folds.
18 x 6
21 x 7
24 x 8
6x6
7x7
8x8
Gatefold*
Flat
Folded
Eight-page brochure
with three parallel folds.
24 x 6
28 x 7
32 x 8
6 x 6 (intermediate fold is 12 x 6)
Accordion*
Flat
Six or eight pages, two

or three folds.
Six pages
18 x 6
21 x 7
24 x 8
Folded
Flat
Folded
Eight pages
6x6
7x7
8x8
24 x 24
28 x 7
32 x 8
6x6
7x7
8x8
Book*
Flat
Folded
Saddle-stitched book.
Common page counts
would be 4, 8, 12, 16,
etc.
12 x 6
14 x 7
16 x 8
6x6
7x7
8x8
Folders*
Flat
Folded
Folder with pocket(s)

and insert(s). (left)
18 x 12
9 x 12
The folder may also

include a saddlestitched book bound
into the folder. (right)
A standard folder comes with one or two 4" pockets, glued on the
outside edge, and usually the left pocket has slits for your business card.
Inserts would be 8 1/2 x 11.
For a saddle-stitched book bound into the folder, the pages would be 18
x 12 flat, folding to 9 x 12. Common page counts would be 4, 8, 12, 16,
etc.
All aspects of the folder can be customized to your taste.
Custom Brochure or Folder

Any one of the above brochures or folders can be customized in terms of
size, shape, complexity, or finish.
24
Notes
Personal Brochure Cover Letter For Your Current Clients
Notes
Dear [Name],
I hope this letter finds you happy, healthy, and successful. Its a busy time of year, and I
hope youre enjoying quality time with family and friends as well as continued prosperity.
This is a season of rewarding experiences and new opportunities.
Speaking of rewarding experiences, Id like to share one with you. Recently, I asked an
advertising agency to create a Personal Brochure promoting my services. I commissioned
this brochure because I wanted to market myself in a friendly and inviting way, a way that
would make people feel comfortable calling me. I think of the brochure as an invitation.
What Do You Think?
Before I begin distributing my new brochure, I need a bit of input from my current clients.
Id really appreciate it if you would take a moment to read the enclosed brochure and
share your thoughts.
Your time is valuable, so Ill make things easy. You can call me directly at 555-1234, or you
can leave a message on my 24-hour voice mail at 1-800-555-1234, extension 189. This
number is fully automated; when it answers, just dial x189 and leave your comments. Your
feedback will help make the final version of the brochure even better.
Thank You For Your Input
Your business is important to me. Even if you dont need financial consulting at the
moment, I hope you will always feel comfortable calling me for advice. I want to be your
financial advisor for life.
Sincerely,
Mary Smith
Mary Smith
P.S. Ive included a second brochure that I hope you will pass along to friends and
neighbors who might be seeking a financial advisor.
25
Personal Web Sites

Welcome To The Web-Centered World
Each day, our world becomes more Web-centered. Our Branding must respond. In the old days,
clients contacted you through three common avenues: a phone, the front door of your office,
or the mailbox. Increasingly, they now use the Web.
On-Demand Information
Today, we expect instant access when we want information. In this overcommunicated society,
we refuse unneeded information daily, but scramble to find it when the need arises. For this reason,
you must have a Web presence so you can be found when your prospects are ready.
Three Reasons You Should Be Online
1. Credibility Builder Your Web Site is a public relations tool. It does not generate sales;
it is not a great tool to develop business. Your Web presence establishes you as a real
company, and it signifies that you are a valuable resource.
2. Business Development Tool With the correct product, service and Marketing, your
Web Site can be turned into a business-generation portal.
3. Client-Maintenance Tool Increasingly, entrepreneurs are turning to the Web as a
low-cost, value-added tool to maintain relationships with clients.
Five Keys To An Effective Web Presence
1. A user-friendly interface.
a. The best sites are easily accessible via an easy-to-remember Web Site address, also
known as a URL (Universal Resource Locator). Visit www.verisign.com to reserve
your name. Use your company name as your web address (URL).
b. The best sites are designed for easy navigation. Make sure the navigation architecture
is simple and suits your content. Once the visitors arrive, they should be able to
navigate through the site simply, finding what they want in a few clicks.
2. Appealing design.
a. A good-looking, fast-loading Web Site conveys professionalism; a shoddy site that
takes four minutes to download reflects poorly on you.
b. There should be design continuity with your Personal Brochure and any other
Branding.
c. Make sure your name, phone number, and address are clearly visible on
every page.
26
Notes
3. Value features.
Notes
a. Make your Web Site valuable so that both clients and prospects use it as a resource.
The more valuable information you include on your Web Site, the more likely visitors
will surf back. Prime content also has the potential to turn you into an expert in your
field.
b. Public Relations information create four pages:
N "B@8*4:8
N Personal Page.
N Product and Services Page.
N Company Page (optional).
c. Calculators Allow prospects to project costs and make industry-specific calculations.
d. Resources
N Create an online library.
N Provide links to related professionals or other valuable resources.
e. Seminars List the description, date, time and location, and give the user the capability
to enroll through your site.
f. Account Access You can even allow clients to access account providers to obtain
timely account information (using a password, of course) through their account host.
Pull your clients account custodian into a frame of your Web Site.
4. Client contact tool.
a. Inward Response Channel Prospects should have the ability to register their contact
information and request more information. You may also have a send this page to a
friend function.
b. Outward Response Channel Develop your client and prospect e-mail database to
facilitate weekly, monthly, or quarterly contact.
5. Drive people to your Web Site.
Online Branding alone wont cut it. Dot.com companies have realized that advertising must
drive Web business. You could have the greatest Web Site in the world, but without good
Branding, no one will ever know it exists.
27
Four Ways To Drive People To Your Site
1. Make sure your Web Site address is clearly visible on all your Branding: stationery, brochures,
postcards, advertisements, outdoor, etc. Your URL should appear everywhere your company
name does.
2. Drive people to your site with direct mail.
3. Link your site to Professional Referral Sources. Use links or banner ads on professional referral
sites to drive people in; reciprocate the relationship.
4. "<E84185'4E>8G<A:9<E@.;8JBE?7B9 BA?<A8'4E>8G<A:;4F586B@86B@C?8K.;87B<G
LBHEF8?9 8E4;4F8A787"<E84185'4E>8G<A:CEB98FF<BA4?GB;8?CLBH:8GC?4687<AF84E6;
engines and find appropriate affiliates.
Direct Mail
Direct Mail Divides and Conquers
Direct mail is the most abused, most misunderstood and most underutilized Branding tool among
todays entrepreneurs. When done correctly, direct mail allows a professional on a limited budget
to deliver a targeted message to an audience, inexpensively and effectively.
Four Tenets Of Effective Direct Mail
1. Consistency Expect to mail at least four to six pieces to a prospect before you get any
recognition.
2. Continuity Each of your direct-mail pieces must build your identity using the same look
and feel.
3. Differentiation Your piece must look different from the thousands of other direct-mail
pieces prospects receive each day.
4. Response Channel Your direct mail should provide multiple ways the client can respond.
a. Phone Number.
b. Web Site.
c. Business Reply Card (BRC).
28
Notes
The Personal Postcard
Notes
The best direct-mail tool you will ever own is the Personal Postcard. This all-purpose direct mailer
should have visual and textual continuity with your Personal Brochure.
Used properly, it becomes a recurring presence that will build your brand identity.
1. Size/Format The standard Personal Postcard is 6" x 9" (oversized), and some are as large
as 8.5" x 11" (supersized).
2. Mailing Side This side contains your Personal Logo, return address, mailing indicia or
space for stamp, and space for a mailing label.
3. Message Side Leave approximately two-thirds of this side blank or visually muted to
allow for the overprinting of different Branding messages.
4. Print quantities of at least 10,000 and preferably as many as 50,000. Overprint custom
messages onto the cards at your local printer as needed for as little as $40 per thousand.
Large-Formatted Photo Same as Personal Brochure
Personal Logo
Mailing
Indicia
Front
Return Address
Label Space
Contact Information
Company Logo
(optional)
Large Blank Space
Personal
Photo
Back
Phone Number
29
Seven Different Types Of Messages

1. Product And Service Messages
Turn your Personal Postcard into a Marketing vehicle by printing product and service-centered
messages directly onto your card.
If you have employees, you need EPLI.
High-tech businesses often have high-stakes insurance issues. Thats why Employment
Practices Liability Insurance (EPLI) is so essential. The average jury award for an
employment practices claim is over $300,000. Wondering if your employees would ever sue
you for sexual harassment, discrimination, or wrongful termination? Its not a matter of
if its a matter of when. A typical general-liability policy offers no EPLI coverage
so protect your business before its too late! As a commercial insurance agent, I can review
your program and point out your options. Call me today.
XXX-XXXX
2. Personal Messages
At regularly scheduled intervals, print a personal message on your Personal Postcard to help build the
friendship factor. You want your clients to feel comfortable calling you, and periodic personal
messages imply that you care about them.
I just wanted to thank you.
No policy pitches. No requests to call me. Id just like to thank you for helping me become
one of the valleys most successful REALTORS for letting me into your lives a little
and allowing me to meet your loved ones. As this year winds up, I hope its been a great
one for you. I look forward to helping you make the right moves far into the future.
XXX-XXXX
3. Holiday Greetings
Use familiar holidays to spice up your regular Personal Postcard. In the cards blank section, overprint
a holiday-rooted message.
Happy Alan Greenspans Birthday!
Join us in the movement to have this national icons birthday March 6 declared a
federal holiday. After all, Alans likely to be the man most responsible for the strength of
our economy. I cant think of anyone more deserving. So give me a call soon and Ill send
you some information about the cause... and while Im at it, Ill offer you some of my own
smart financial guidance.
30
Notes
4. News Messages
Notes
Abandon that four- to eight-page newsletter! Turn your Personal Postcard into a Newscard by
overprinting an article into the blank space. Send articles suited for your target market to
communicate more impressively than ever before for a fraction of the money and time youd
spend on a newsletter.
Are you taking advantage of the new tax laws?
As Im sure youve heard, big changes have swept through the federal and state tax codes
again. Some of these changes may affect you and/or your business, and its no time to
stay uninformed. Its time to talk with a CPA! Do you have the CPA relationship you want?
Do you know how it can benefit you? Let me show you. I can help you make sense of the
changes in federal and state tax laws, and my tax planning can show you how to best take
advantage of them. Give me a call.
XXX-XXXX
5. Web Site Promotions
Use your Personal Postcard to drive prospects to your Web Site. You should promote every feature
on your Web Site.
Be in the loop.
Im starting a monthly e-mail newsletter in which Ill be talking about the latest eMarketing concepts, how Internet Marketing can complement direct-mail Marketing, and
much more. Id love to add you to the mailing list, but the only way I can do that is if you
visit my Web Site, www.[insert address].com, and register. I hope you will. Youll also find a
lot of useful direct Marketing tips. Surf by sometime.
6. Seminar Promotions
You can promote seminars among your current clients using the Personal Postcard.
My seminar will help you sleep as well as your guests do.
Where: [place]
When: [date and time]
Cost: [$$ or free]
Why are hotel owners across the state signing up for my leading-edge management
seminar? Its because I show hotel owners how to succeed, how to increase their occupancy
and profit margin through tactics they havent tried or considered. And even if you cant
make it, call me my companys complete management system, meticulous accounting
controls, and experience with all property types can help you.
Please RSVP to XXX-XXXX!
31
7. Handwritten Notes
Notes
Use the Personal Postcard for thank-you notes, meeting confirmations, and follow-ups.
Lets visit again.
I just wanted to thank you for stopping by the office Monday. I enjoyed having a chance to
chat with you. I hope we can speak soon about specific design projects youd like me to
manage for you. Please call me at (555) 555-5555 if I can assist you.
Sample Campaign Schedules

Twelve-Month Drip Branding Campaign
Use this campaign for all current clients, professional referrals, and hot prospects.
Mail to your current clients for three reasons.
1. Maintain relationships.
2. Develop more business among current clients.
3. Generate more referrals.
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Personal Brochure With Intro Letter

Personal Postcard With Product/Service Message
Personal Postcard With News Message
Personal Postcard With Personal Message
Personal Postcard With Holiday Greetings
Personal Postcard With Personal Message
Personal Postcard With Holiday Greetings
Personal Postcard With Personal Message/Formal Greeting Card
Six-Week Branding Blitz Client-Generation Plan
This campaign works best with a hot product or service.

Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
32
Personal Brochure With Personal Brochure Cover Letter Prospective Clients

What Direct Mail Campaign Will Work Best For You?
Notes
Describe the audience, frequency, and type of message for your direct-mail campaign.
Target Market
Frequency
Message Type
1. ________________________________________________________________
2. ________________________________________________________________
3. ________________________________________________________________
Brand Identity Development

Positioning
In Al Ries and Jack Trouts landmark book, Positioning: The Battle For Your Mind, they introduce
the Branding fundamental of Positioning. They explain that in our overcommunicated society, very
little communication actually occurs. For true Branding communication to occur, you must create a
position in the clients mind that explains who you are, what you do, and what makes you different.
Positioning lies at the heart of all Branding.
Personal Branding Positioning Examples
Who
Profession
Leading Attribute
1. ________________________________________________________________
2. ________________________________________________________________
3. ________________________________________________________________
What Is Your Position?
Your Name
Profession
Leading Attribute
________________________________________________________________
Your Logo
Once you have defined your Position, you may develop your Brand Identity, which is arguably the
most vital aspect of any brand. The cornerstone of your Brand Identity is the Logo. You should have
a Logo, and you should use it in all aspects of your Branding campaign boldly and consistently
to build name recognition in clients minds. A Logo includes three critical elements: a name, a slogan,
and an icon.
33
Step One: Name
The most important tenet to remember when creating your company name is that your name must
differentiate you, not clump you together with the pack.
a. Personal Brands If you work on your own, the solution is simple. Use your own name, first
and last, to identify your company.
N Dont add words like & Company, & Associates, or other
professional descriptors.
N Use the familiar version of your name.
N Exclude middle initials, suffixes, and designations.
Myth #1: Im trying to institutionalize my company and if I name my company after me, all
my clients will think that they will work with me.
Reality: Whether you name your company after an individual or choose to promote a
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6?<8AGFJ<??4?J4LFJ4AGGBJBE>J<G;G;8C8EFBA<A6;4E:8"BJLBHA4@84
company does very little to train clients of who they will work with. The systems your company
puts into place do much more to train your clients.
Myth #2: Im trying to create the aura of a bigger company, not just a one-man office.
Reality: The quality of your Branding and your companys overall presence will act to dispel
such fears. At first glance, people sum up your size by the quality of your Branding, not by the
name of your company.
Myth #3: My clients are attached to my company name; if I change it, it will cause problems.
Reality: Its a good bet that the majority of your clients dont even know the name of your
company. As overmarketed consumers, your clients are lucky to remember one name
hopefully your name let alone two. The most successful Product Brands have company
brand names to match.
Coca-Cola is a Product Brand manufactured at Coca-Cola, the Company Brand.
FedEx is a Service Brand created by FedEx, the Company Brand.
Nike is a Product Brand manufactured by Nike, the Company Brand.
34
Notes
Myth #4: Im trying to build equity into my company and eventually sell it. You cant sell a
company based on a person.
Notes
Reality: There are thousands of companies that are owned by people other than the founders
Walt Disney, Dale Carnegie, and Orville Redenbacher to name a few. Understand that we are
dealing with three different entities: you (the person), your brand, and a company.
Selling a Company
When selling a Personally Branded company, you have two choices:
1. Dont change the name. Dale Carnegie died in 1955, but his Personal Brand and company
live on. The companys new owners valued his brand so much that they didnt dare change
the name.
2. Merge and purge. Like any Corporate Brands that merge, parts or all of the existing
names come together for a period of two to three years, after which one or more names
may be dropped.
b. Partnerships Please understand that just because you share office space together or perform
some Marketing functions jointly, that does not make you Branding partners.
Office Partners
Marketing Partners
Branding Partners
If you are Branding Partners, use both of your last names, like a law or accounting firm. Limit
the name to no more than seven syllables. If you are Office or Marketing Partners, use your
own names, first and last, for each of your firms.
c. Co-Brand Perhaps you are associated with a larger company, and you act as an agent for that
company. In this situation, your Personal Brand is leveraging the equity inherent in the other
brand. Depending on your company and state regulations, make your name as prominent as
possible and minimize the company name as much as possible. The company name does not
have to be prominent to be recognized.
35
Step Two: Slogan
A slogan is a creative reflection of your position. In three to nine words, it should transmit who you
are, what you do, and what benefit you offer to your clients. Whenever possible, craft your slogan to
talk specifically to your target market.
a. State what you do and whom you do it for.
N Novel Ideas for Young Adult Publishers.
N Physical Therapy for the Active Family.
N Tax Planning for Small Business Owners.
b. State what you do and the benefit.
N Planning Phenomenal Weddings.
N Restoring Classic Cars to Run Again.
N Brewing the Perfect Blend.
Step Three: Icon
An icon is a graphic image that amplifies your identity. Your icon will become the most easily
recognizable part of your Brand Identity. Keep away from generic icons, such as pyramids, columns,
compasses, prisms, houses, globes, maps, eagles, United States maps, and other cliched images.
Stationery
A properly created Personal Logo, used consistently, will become your greatest asset. Use it
universally on all your Branding: Personal Brochure, Personal Postcard, Stationery, Web Site, Signage,
etc.
36
Notes
PAR T 4: WRITING YOUR ONE-YEAR BRANDING PLAN
Part 4:
Notes
Writing Your One-Year

Branding Plan
Four Steps To Creating Your Branding Plan

Step One: Set An Income Goal
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6BAF<78EG;89B??BJ<A:6E<G8E<4"BJ@H6;7<7LBH84EA<AG;8CE8I<BHF
@BAG;F"BJ@H6;<AA8J8KC8AF8F@<:;GLBH<A6HE4FC4EGB9 <@C?8@8AG<A:4A8JE4A7<A:C?4A
Step Two: Establish A Budget
Most world-class marketers invest between 20% and 35% of their gross income back into Branding.
The smaller your income, the greater the percentage you need to spend in order to realize this
growth.
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R"BJ@H6;4E8LBHJ<??<A:GB<AI8FGGB78I8?BCA8J
<A6B@8CEB7H6<A:6?<8AGFS
Your answer will help define your Branding budget. Significant initial investment can increase your
business growth rate exponentially.
You should plan on spending
1. 5% to 10% of your gross income to maintain your current production.
2. 10% to 25% of your gross income to expand your business within your target market.
3. 25% to 35% of your gross income to invade a new target market. Thats what it will take to
build an image, create awareness, and call clients to your door.
37
Step Three: Pick Your Branding Tools
We realize that you cannot do 100% of your Branding at once. As a growing business, you must plot
your Branding in phases. Consider using these three phases:
1. Phase I: Develop Your Personal Brand Identity.
N Personal Brochure.
N Personal Postcard.
N Personal Logo.
N Stationery.
N Web Site.
2. Phase II: Generate New Business.
N Aggressive direct-mail campaigns.
N Multiple public or private seminars.
N Regular columns in local newspapers or trade magazines.
N Networking groups.
N Expansion of professional referral network.
3. Phase III: Maximize Market Share.
N Outdoor advertising (billboards, etc.).
N Radio advertising.
N Network and cable TV advertising.
N Magazine advertising and newspaper display advertising.
Step Four: Create Your Plan Around Action Dates
After selecting your position, your target market and your Branding tools, design a Branding
Timetable (see example on page 40). Create date-triggered procedures in your office that will
automatically execute your Branding plan as you focus on day-to-day business activities.
38
Notes
Become A Personal Brander
Notes
Personal Branders market every day. So each day, dedicate some time to the following activities:
1. Planning and Revising spend time alone or with your Branding staff strategizing and
implementing your Branding.
2. Networking create a network of fellow financial professionals to brainstorm new ideas. Find
out whats working and what is not.
3. Marketing Execution invest real money in your Branding efforts and take the supervisory
steps (overseeing printing and mailing) to see that your Branding truly performs daily.
4. Continuing Education read Branding articles and books. Make special efforts to read the
Branding sections of trade publications and top Branding guidebooks.
Recommended Reading
We recommend the following books and publications to further enhance your Branding savvy:
The 22 Immutable Laws Of Branding
Multiple Streams of Income
Positioning
Branding Warfare
Bottom-Up Marketing
Focus
The 22 Immutable Laws Of Marketing
Ogilvy On Advertising
Confessions Of An Advertising Man
Direct Mail Copy That Sells
Guerrilla Marketing
Branding To The Affluent
Influence
Romancing The Brand
Al Ries & Laura Ries

Robert Allen
Al Ries & Jack Trout
Al Ries
David Ogilvy
David Ogilvy
Herschell Gordon Lewis
Jay Conrad Levinson
Dr. Thomas Stanley
Robert Cialdini
David Martin
Youre On Your Way
Youve been exhaustively prepared for the revolution in Personal Branding. Its a revolution in which
the specifically personal triumphs over the blandly corporate. The ways to promote your humanity,
your personality, and your talent to target markets are limited only by your imagination. You may
choose all of the Branding options presented today, or just a few. Most importantly, by attending this
seminar you are setting out to emphasize the best Branding asset you have your humanity. If your
Branding materials communicate even a fraction of that humanity, you will attract more clients than
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HAHFH4?
7<FG<A6G<I8Q4A7FH668FF9H?"8E8TFGB
your commitment to Personal Branding, and to a prosperous future.
39
Marketing Timetables
Activity
January
client generation
Personal Brochure
Notes
February
1 4 2 1 28
March
11 18 25 4
May
8 15 22 29 6
10 17 24

June
13 20 27 3
Sales Letter
Personal Postcard
April
11 18 25

client maintenance
Activity
Personal Brochure

Sales Letter
Personal Postcard
seminars
Activity
Public Seminar

Private Seminar
Activity
public relations
Update Web Site

Update Press Kit

Contact Editor

Press Release

advertising
Activity
Local Publication
Trade Publication
Busboard/Billboard
40

Activity
July
client generation
Personal Brochure
August
15 22 29
September
12 19 26
October
23 30
November
14 21 28
4 11 18 25

Sales Letter
December
2
16 23

Personal Postcard
Notes

client maintenance
Activity
Personal Brochure

Sales Letter
Personal Postcard
seminars
Activity
Public Seminar

Private Seminar
Activity
public relations
Update Web Site

Update Press Kit

Contact Editor

Press Release

advertising
Activity
Local Publication
Trade Publication
Busboard/Billboard

41
PRINT OUT THESE TWO PAGES FOR YOUR OWN RECORDS

Activity
January
client generation
Personal Brochure
Sales Letter
Personal Postcard
client maintenance
Activity
Personal Brochure
Sales Letter
Personal Postcard
seminars
Activity
Public Seminar
Private Seminar
Activity
public relations
Update Web Site

Update Press Kit
Contact Editor
Press Release
advertising
Activity
Local Publication
Trade Publication
Busboard/Billboard
42
1 4 2 1 28
February
4
11 18 25 4
Notes
March
11 18 25
April
1
8 15 22 29 6
May
13 20 27 3
June
10 17 24
Activity
July
client generation
15 22 29
August
5
12 19 26
Notes
September
2
23 30
October
7
14 21 28
November
4 11 18 25
December
2
16 23
Personal Brochure
Sales Letter
Personal Postcard
client maintenance
Activity
Personal Brochure
Sales Letter
Personal Postcard
seminars
Activity
Public Seminar
Private Seminar
Activity
public relations
Update Web Site

Update Press Kit
Contact Editor
Press Release
advertising
Activity
Local Publication
Trade Publication
Busboard/Billboard
43
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The Brand Called You

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The Brand Called You

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Producers: John Cominos, Theresa Puskar

Workbook: Theresa Puskar

Part 1: What Is Personal Branding

Branding Maxim #1: Branding Is More Critical Than Sales

Part 2: Branding Strategies

14 Branding Strategy #1: Specialization

Part 3: Marketing Tools

Part 4: Writing Your One-Year Branding Plan

37 Four Steps To Creating Your Branding Plan

THE BRAND CALLED YOU

10 Questions To Ask Yourself About Your Current Personal Brand

1. What is my current brand?

1. Am I perceived as I want to be?

THE BRAND CALLED YOU

10 Questions To Ask Yourself About Being A Specialist

1. What do I do best in my profession?

1. Which channels are right for me?

10 Questions To Ask Yourself About Personal Brochures

1. Should I create my own brochure or hire a professional?

1. Does my current Web Site work as a Personal Web Site?

1. Does my name add value to my business?

THE BRAND CALLED YOU

1. Am a aiming for a local or a national target market?

Branding Maxim #1:

THE BRAND CALLED YOU

Who Does Branding Effect And How?

What Are The Three Top Goals Of Your Brand?

Marketing Maxim #2:

Marketing Maxim #3:

Perception Is Greater Than Reality

Today, everything is Branding.

Marketing Maxim #4:

THE BRAND CALLED YOU

People Vote With Their Wallets

By Branding, you can:

Branding Maxim #5:

Personal Branding Is The Ultimate Currency

THE BRAND CALLED YOU

Branding Strategy #1: Specialization

Brands grow by specialization. Conglomeration eventually kills brands. Specialization means

Chase New Business vs.

Piles You Together With A vs.

Excludes And Attracts

Specialization Builds Perceived Value

Three steps to developing your specialty.

1. Define your target market by defining the criteria.

THE BRAND CALLED YOU

1. Who is your target market(s)?

Branding Strategy #2: Marketing Channels

Five Secondary Marketing Channels

How Many Marketing Channels Are You Using?

THE BRAND CALLED YOU

Branding Strategy #3: Attributes

PAR T 3: MARKETING TOOLS

1. Focus on your leading attribute.

PAR T 3: MARKETING TOOLS

5. Purchase high-quality printing.

What kind of Personal Brochure do you need?

THE BRAND CALLED YOU

Check the appropriate distribution methods for your Personal Brochure.

PAR T 3: MARKETING TOOLS

Heres A Layout For An Effective Personal Brochure

Serif Style Font

Sans Serif Style Font