Tutorials and Electives

How to Brand Yourself

As you begin to strategize about branding yourself, let's try this exercise. The product you are going to prepare in this exercise is yourself:

Make a list of positive attributes for this product. What is it good at? What are its most attractive features? What sets it off from the rest of the pack? Don’t stop until you have at least eight to ten items.

Now make a list a things your product does not do. No product can be all things to all people. A liquid can’t be both a breakfast drink and a floor wax.

Work up a slogan for this new product. You know slogans. You’ve heard a dozen of them today if you’re a television viewer, and have seen even more if you read magazines or newspapers. What’s a short, pithy statement that synopsizes the product’s appeal?

Is the product named properly? Think about this—would you have the same feeling for the following products if they were named . . .

Mike Buonarotti

Ed Poe

Larry Beethoven

Ted Dostoyevsky

Gabby Chanel

Stefani Joanne Angelina Germanotta

Barry Obama

Curtis Jackson III

If not, consider a rebranding effort, recognizing that any such change may risk losing whatever existing brand equity you have in the original name.

What does your product actually do? What are you selling?

What is your pricing strategy? Are there tiers of service with different price points, like cable TV?

For further information on the lessons contained here, refer to The Curriculum: Everything You Need To Know To Be A Master of Business Arts.


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