How to build an international brand
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The new book, ”Personal Branding – How to create your own
brand”, by branding expert Peter Horn has been 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”.
Personal Branding has been on its way for three years. The book
was created by the author in close cooperation with his
associates in Australia, New Zealand, Norway, United Kingdom,
Switzerland, USA, Singapore, Japan and
Denmark. Its content has been based on observing the needs of
primary leaders in Denmark, Norway, Sweden, United Kingdom,
Australia and USA, who at seminars,
lectures, courses or personal consultations with the author have
achieved amazing results by applying the principles in the book,
stories that are told in the Author’s Danish books ”Personal
branding” (2004), ”Burn through” (2006) and ”Top of
Here are the figures: 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 incentive and method to
achieve better results with others; 25 per cent found personal branding
”nice to know”.
"The book’s many exercises include
creating a personal
label, a personal
market analysis and calculating the
market value of your personal brand,#
says the author
The book shows how value of personal branding increases the further you
wish to work internationally. It is in fact crucial for the success of
an international career campaign.
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.
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.
The author emphasizes 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 international perspective the observation that ”in the end
it is impossible not to become what others believe you are”, true. The
reputation – you have to earn it.
Further information about the book, lectures, courses and consultations:
Tel.: +45 33 93 32 55