At the heart of this book is the basic premise that, through globalization and Social Media, the world has changed. That being more connected has made it infinitely more competitive. And that if you want to thrive, you sure as hell better change too.
The answer, says Karen Kang, with her background in journalism, PR and 20 years in strategic branding, is to optimise your personal brand. In the book’s preface, Geoffrey Moore says “Your job is to embrace… the self-marketing challenge. The new business order does not in general have time or patience to discover the real you. You must take the lead here, regardless of how extroverted or introverted you may be. It is simply part of your job.” And in this practical, strategic guide, Kang walks readers through her five well-defined steps to success – Positioning, Messaging, Brand Strategy, Ecosystem, Action Plan.
There is a lot to learn in this book about branding for companies. But, from defining goals and core values to developing an elevator pitch, at its core Branding Pays is written to give you the tools and skills to be more successful in your career.