In 2013, you need to reinvent your brand or be left behind. "Consider yourself a free agentno one else is looking out for your best interests but yourself," says 20-year brand strategist Karen Kang. "You need to be crystal clear about who you are and the value you bring to a world where constant change is the only norm." Kang is the author of Branding Pays: The Five-Step System to Reinvent Your Personal Brand. Working with both companies and individuals allows Kang to bring the recipe of corporate branding to individuals, and the consumer and social media insights from personal branding to companies. Kang uses a wealth of real-life examples to show that personal branding is an attitude of education, rather than promotion.
The system outlined in Branding Pays helps individuals reinvent themselves in five steps:
1. Define your unique "cake," or rational value.
2. Develop the key messages that support your cake.
3. Put your cake and icing together.
4. Define your ecosystem.
5. Develop a two-part action plan.