|
The observation that ”in the end it is
impossible not to become what others believe
you are” is true. You have to earn your
reputation,” says Monica Thurmond Allen -
Peter Horn & Co.'s associate partner in the
UK regarding Personal Branding.
|
|
Executive summary:
The book ”Personal Branding” by branding expert
Peter Horn helps leaders and specialists in large,
international companies create a career in an
increasingly global world. In the UK, Peter Horn’s
associate partner Monica Thurmond Allen, MA, who
helped write the book in English, underlines how
your personality can be more important than your
skills.
The book ”Personal
Branding – How to create your own brand” by branding
expert Peter Horn is written with a special focus on leaders
and specialists in large, international companies to give
them a platform for a career in a world that is becoming
increasingly global. The basis of the book is a quote by
Julius Caesar in a book by Nobel Prize winner Gabriel Garcia
Marquez: ”In the end
it is impossible not to become what others believe you are”.
Now the concept of the book is spread through consultations,
courses and speeches in the UK.
Monica Thurmond Allen, MA War Studies at King’s College
London and an Intern at the UK House of Commons, is Peter
Horn’s associate partner in the UK and trained in Denmark as
a personal branding lecturer. Having worked with politics,
strategies and analysis during most of her professional life
– including over a year at the office of US Senator Bill
Nelson – she has a way of thinking that can help career
people achieve their goals.
The figures for the activities have been promising so far:
50 per cent of people working with personal branding under
the supervision of Peter Horn and Co. have achieved
significant improvement in their career and earnings. 25 per
cent found that focusing on personal branding provided the
incentive and method to achieve better results with others;
25 per cent found personal branding ”nice to know”.
|
The book shows how the value of personal branding increases
the more you wish to work internationally. It is in fact
crucial
for the success of an international career campaign.
The personal label
Personal Branding takes up the fight against the Law of
Jante – in English
tall poppy syndrome or in Scottish
A kent yer faither
(I know your father)– and points out, that “we live in a
world where our abilities are so increasingly similar that
our personality is what makes us stand out from the crowd”.
The definition of personal branding is ”the public
projection of your personality and your abilities in a
configuration that gains for you every possible advantage in
achieving your unique career aspirations”.
Case studies in the book draw from royal families to top
management and specialists to entrepreneurs from different
parts of the world. Its main target is, however, to equip
corporate readers with tools to understand their own
situations, then to build a sterling reputation that others
want to share in.
”The book’s many exercises include creating a personal
label, a personal market analysis and calculating the market
value of your personal brand. Readers then go on to develop
a personal branding strategy, and finally embark upon
implementation,” Monica Allen states. In the coming months
she and Peter will be conducting their first seminars in the
UK.
A social activity
Personal Branding
is about how to win followers. Your personal brand is what
those surrounding you associate with you: your name,
physical appearance, qualifications, personal qualities,
abilities, relationships and future possibilities.
”We emphasize that personal branding is a social activity.
It hinges on choosing, and conversely, arranging to be
chosen by the right decision makers and opinion formers.
Both are only possible if you are able to build the correct
reputation. Personal branding is thus built on ethics – what
you ought to do – and morals – what you actually do.
Especially in the international perspective, the observation
that ”in the end it is impossible not to become what others
believe you are” is true. You have to earn your reputation,”
says Monica Allen.
---
Please contact Monica Allen:
ee@peterhorn.dk,
Phone: +45 33 93 32 55,
www.peterhorn.dk
|
