Authenticity and emotions are individual
People have been asking me exactly these questions for 25 years. Usually it is managers who put their heart and soul into theirs Company and have recognized that successful brands are a product of authentically lived values - from the executive floor to part-time employees. Increasingly, however, private individuals are also seeking my advice. People who see Facebook and Co. not only changed the former rules of the game, but deleted them.
My answer is always the same at first: there are no patent solutions. It can't even exist, after all, authenticity and emotionality are everything, just not generalizable. Everyone, regardless of whether they are a student or a top decision maker, has the opportunity and duty at the same time to go their own unique path. This takes courage, hope and trust. On the one hand, it has never been easier to eventually give Facebook and Co. all of us platforms on which we can show ourselves. On the other hand, it has never been harder because the emphasis is on "all of us." There is a fine line between uniqueness and anonymity.
In the digital world, the clocks tick differently and, above all, faster. I often notice that the hectic pace of the new times can cloud your own view. It sounds paradoxical, but the deeper you dive into the flood of information, the more blind the seekers become and the more interchangeable those who want to be heard become. What we need, however, are people who do not get lost in the gray crowd, but rather make our lives more colorful. In the hustle and bustle and uncertainty, it is precisely these people who inspire us to go our own way.
Every human is unique
I firmly believe that every person can be unique. We all have special abilities within us. But we have to recognize them in the first step and also show them to the world in the second step. That's what this book is about for me. It's not about rigid guidelines, but rather that you find your own answers. That is why the book will challenge you in some places. I have prepared exercises for you and practical tips from people who are already successful and, above all, authentic personality brands: Wladimir Klitschko describes his career. Professor Claus Hipp explains why there is much more to »that's what I stand for with my name« than an advertising slogan, and social media great Louis Darcis shows why Instagram and Co. should be about more than likes. I am happy that I was able to have such inspiring conversations with eight charismatic people and that I can pass on the learnings in this book to you. Perhaps you are now wondering why there are eight experts of all people. Quite simply because in my 25 years of professional experience I have recognized that there are exactly eight characteristics that all these people have in common.
In my first book, My Brand, there were seven tools that were my foundation for creating an authentic corporate brand. Today, seven years after the first publication, I build a bridge to the area of personal branding and in this context focus on the topic of social media. I will bring you closer to the recipes for success of great personalities and show you how you can implement them for yourself. Company stories also provide important input, because if I have learned one thing in my 25 years of professional experience, it is the fact that the basis of successful brands - whether people or corporations - consists of the same ingredients: authenticity, emotions and that certain something - that's exactly what we're going to tease out of you together.
Step by step to your personality and brand with this self-test:
The result of these eight tools is the BRAND-BUILDING-MODEL © - the core of this book. I designed this model because I wanted to create something beyond the book. I know it all too well myself: We quickly forget what we read ten minutes ago, even if we found it somehow plausible. The BRAND-BUILDING-MODEL © is your constant companion on your way to an authentic personality brand, because it brings together all eight tools that you need on your way and serves as a reminder: Where do I come from, where am I now and where I want to go me actually? It also shows you where your strengths lie and where you can still improve. I will help you to develop further in each of the eight areas of the BRAND-BUILDING MODEL ©. The self-assessments of the interviewed experts serve as a benchmark. But first I would like to introduce the model to you in more detail and show you what to expect.
Everyone can give themselves one to ten points in each area. Ten points correspond to the ideal ideas presented below. Read the following brief description for each area, give an initial self-assessment and gradually fill in your BRAND-BUILDINGMODEL ©.
Your values are the basis of who you are, your brand. Values are not negotiable, they are spiegeln reflects what you stand for and what you believe in - always and everywhere. Successful people therefore define clear values for themselves and communicate these clearly to the outside world. In the hectic pace of the digital age, values play a particularly important role because they give us stability. In times when nothing is certain but change, values are the cornerstone of our time. What do you want to stand for? What is important to you?
I will help you answer these questions. Is there Professor Claus Hipp, because nobody knows better what it means to vouch for something important with your name, in his case for the health of our children. It embodies everything that corresponds to my ideal of the tool »values«: I have clear moral and ethical principles as well as professional demands on myself, which I always embody and which are not open to debate.
Less ratio, more heart. We humans are emotional beings and should stand by it instead of suppressing it. It is the special moments in our life that trigger particularly strong feelings in us and that are precisely why they stay in our minds. Be it the first love, the first kiss, but also a tragic death - these are memories that shape us for a lifetime. Successful personality brands are aware of this. Even more, they are masters at triggering such strong emotions in their fellow human beings. In times of comparison portals and customer reviews on the Internet, an elegant, glossy advertising brochure or a pure product promise is no longer enough.
Only those who can trigger something in the heart of their counterpart will stay in their head. People who buy a Porsche don't just do it because of the engine power. Football fans want to see more than just goals from their team; they want to feel passion and solidarity. It is therefore not for nothing that BVB's slogan is “real love”. Head of Marketing Carsten Cramer provides deeper insights. For you, the ideal is: I have a deep connection to my target group and trigger feelings in them.
3. Personal responsibility
The luxury of our time has made us lazy - unfortunately. We must therefore wake up from the illusion that we no longer have to exert ourselves to achieve something really great! Google can answer many of our search queries at lightning speed, but it doesn't necessarily make us smarter. Facebook Although it gives us a platform to communicate with people on the other side of the world, it certainly doesn't teach us a foreign language. And a nickname on Instagram does not free us from our good manners and the duty of charity.
We do not have the right to be lazy, but the duty to recognize and use our potential - preferably for good in the world. This takes courage and a good deal of personal responsibility. Because only those who question their actions stay with themselves. Instagram star Louis Darcis knows what it means to go your own unconventional path. He talks about how young people in particular can find the courage to pursue their dreams and provides a deep insight into what life is really like as a self-reliant social media celebrity.
How much does the following ideal apply to you? I take responsibility for my actions - always and everywhere. Stories Even our ancestors knew: Stories stay in your head, numbers and facts are less likely. That doesn't mean they aren't important, but your high school diploma will be forgotten sooner than your appearance at the first company party. Why? Quite simply: Stories create areas for identification, they connect us. And we love to hear and tell good stories.
Some are so good that we tell each other again at every class reunion - and yet they never get boring. What's your story What story do people tell about you when you are not in the room? Everyone has a distinctive path they are on. I would like to help you to recognize this in its uniqueness. As a support, I spoke to Wladimir Klitschko about his career. He looks back openly and honestly, but also looks to the future and gives you the inspiration that you will soon be where he is - with my ideal idea in the area of stories: My exciting story will stay in the memories of my fellow men. She is unmistakably linked to me.
The world in a crisis of confidence? At least that's how many experts see it. There are enough arguments for this, skepticism is omnipresent. Be it to the press or to major corporations from Silicon Valley. Trust is currently being put to the test. The TV presenter Carolin Henseler feels that too and therefore says: All the more important and valuable is trust.
It provides a decisive advantage in our affluent society. Because people who trust each other compare less. Do not constantly put yourself to the test. Trust makes things easier - and in a chaotic world, that's a gift. But it doesn't come nicely packaged free to your door, you have to work it out for yourself. It starts with yourself - do you trust your own abilities? - and ends with your counterpart. You will therefore achieve 10 points if the following ideal applies to you 100 percent: I have great confidence in my own abilities and enjoy great confidence from my fellow men.
In this book, I will refer to the changes in this world and the consequences of them frequently. Change has never been faster. Technical innovations are no longer a question of generations, but of minutes. Everything is faster and faster. If you don't keep up, you'll fall by the wayside. Those who lose themselves on the way run in the wrong direction.
What counts is the right balance between innovation and tradition - the will to develop further and the courage to preserve what others love you for. Detlef D! Soost underlines this: He is a long-term runner, never full, always with himself and therefore the ideal cast. His attitude corresponds to my ideal: I don't hide from changes and always try to develop myself further without losing my principles.
In my discussions with the experts, one thing became clear: all successful personality brands consider social media to be extremely important. But most of them really don't like to deal with it. How so? Because social media requires more work than it looks at first glance. The internet holds almost limitless possibilities, but in the last resort we have to take advantage of them.
Fortunately, there are plenty of people who know how this works. In the chapter Social Web: work smart, not hard, I'll give you an insight into the Facebook-Algorithm. Ibrahim Evsan, successful digital entrepreneur and an absolute luminary in the field of social media, complements this with valuable tips. In my ideal vision, activities on social media are no longer a chore, but have long been normal. This leads to the following ideal: I actively use the internet and social media to stay in contact with my target group and I constantly maintain my online presence.
This is where we come full circle: Successful personality brands are characterized by the fact that they authentically convey all the skills and qualities they have in the individual areas to the outside world. Positioning yourself therefore always means focusing and simplifying. I want to help you get to know yourself better. Find out which competencies, values and ideas you ultimately want to stand for and learn how to represent them honestly. There are some exercises and helpful tips waiting for you that can be implemented immediately.
As a special treat, star chef and TV star Ali Güngörmüs tells of his way to the top of German TV chefs. His secret recipe: clear words, clear edges and a good portion of joie de vivre. For me, this tool is of particular importance because nothing is more wasted than immense quality that is not heard. You should be heard because you are finally unique. My ideal of a successful positioning is: I know my strengths and weaknesses, have a clear profile and know my target group.
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