Being authentic as a means to success: you are unique!

What draws a Brand out of? How do you become authentic? How are emotional relationships formed? And how do you create your own personal brand?

Authenticity and emotions are individual

For 25 years now People exactly these Ask. It's mostly managers who put their heart and soul into their work Companys 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 looking for my advice. People who see Facebook and Co. not only changed the former rules of the game, but deleted them.

My first answer is always the same: there are no patent solutions. It can't even exist, after all, authenticity and emotionality are everything, just not generalizable. Everyone, whether student or top decision-maker, has the chance and mandatory at the same time to go his own unmistakable way. It takes it Courage, hope and Trust. On the one hand it has never been easier to finally enter 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 Welt the clocks tick differently and above all faster. I often notice that this hustle and bustle of the new age can cloud your own perspective. It sounds paradoxical, but the deeper they dive into the flood of information, the blinder the seekers become and the more interchangeable those who want to be heard become. What we do need, however, are people who don't get lost in the gray masses, but who make all of our lives more colourful. In the hustle and bustle and uncertainty, it is precisely these people who inspire us to go our own way.

Every human is unique

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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 a successful and, above all, authentic personality brand: Wladimir Klitschko describes his career. Professor Claus Hipp explains why there is so much more behind »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 pleased 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 still seven tools that were my basis for creating an authentic corporate brand. Today, seven years after the first publication, I am building the bridge to the area of ​​personal branding and in this context I am focusing on the topic of social media, among other things. 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 will 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 conceived this model because I wanted to create something that went beyond the book. I know it all too well myself: we forget fast what we were reading ten minutes ago, even if we found it somehow plausible. The BRAND-BUILDING-MODELL© 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 do I want to go me actually? It also shows you where your Power lie and where you can still improve. I'll help you develop 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 you to the model in more detail and show you what to expect.

In each area, everyone can give themselves one to ten points. 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 ©.

1. Values

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 them unequivocally to the outside world. In the hustle and bustle of the digital age, values ​​play a particularly important role because they give us stability. In times when nothing but change for sure is, values ​​are the cornerstones 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 them Health our children. He 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 up for debate.

2. emotions

Less reason, more heart. We humans are emotional beings and should stand up for it instead of suppressing it. It's the special moments in our lives that trigger particularly strong feelings in us and that's why they stay in our memories. 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. What's more, they are masters at triggering just such strong emotions in those around them. In times of comparison portals and customer reviews in the Internet An elegant, glossy advertising brochure or a pure product promise has long since ceased to suffice.

Only those who can trigger something in the heart of their counterpart will remain in it Head. People who buy a Porsche don't just do so because of the engine performance. Football fans want to see more from their team than just goals; they want to feel passion and togetherness. It is therefore not for nothing that BVB's slogan is »Real love«. Marketing boss 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 really great things! 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 to love one's neighbor.

We don't have the right to be lazy, we have the duty to recognize and use our potential - preferably for good in the world. It takes courage and a good deal of self-responsibility. Because only those who question their actions stay true to themselves. Instagram star Louis Darcis knows what it means to go your own unconventional path. He talks about how just now Boy people can find the courage to pursue their dreams and provides an in-depth look at what life as a self-reliant social media famer is really like.

4. Storytelling

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, facts and figures less so. 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 of identification, they connect us. And we love to hear and tell good stories.

Some are even so good that we repeat them to each other at every class reunion - and yet they never get boring. what's your story What story do people tell about you when you're not in the room? Every person has a unique path that they are on. I would like to help you to recognize this in its uniqueness. To support me, I spoke to Wladimir Klitschko about his career. Open and Honestly he looks back, but also looks at them Future and gives you the inspiration that you will soon be where he already is - with my ideal in the area of ​​stories: My exciting story stays in the memory of my fellow human beings. It is unmistakably linked to me.

5. Trust

The world in a crisis of confidence? At least that's how many experts see it. There are plenty of arguments for this, skepticism is omnipresent. Be it to the press or to large corporations from Silicon Valley. Trust is currently being put to the test. The TV presenter Carolin Henseler feels that too and therefore says: This makes trust all the more important and valuable.

It creates a decisive advantage in our affluent society. Because people who trust each other are less likely to compare. Don't put yourself to the test all the time. Trust simplifies things - 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 100 percent to you: I have great confidence in my own abilities and enjoy great confidence from my fellow men.

6. Dynamics

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. Whoever loses himself on the way is running in the wrong direction.

What matters is the right one Balance from Innovation and tradition - from the will to develop further and the courage to preserve what others love you for. Detlef D! Soost underlines that: He is a long-distance runner, never tired, always with himself and therefore the ideal person. His attitude corresponds to my ideal: I don't hide from change and I always try to develop further without losing my principles verlieren.

7. Social Web

In my conversations with the experts, one thing became clear clear: All successful personality brands consider social media to be extremely important. But most people don't really like to deal with it. How come? Because social media requires more work than it appears at first glance. The Internet offers almost limitless possibilities, but in the end we have to take advantage of them.

Fortunately, there are many people who know how this works. In the Social Web: work smart, not hard chapter, 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, supplements it with valuable tips. In my ideal vision, activities in social media are no longer tiresome work, but have long been normal. This leads to the following ideal: I actively use the internet and social media to Contact to stay with my target group and constantly maintain my online presence.

8. Positioning

This is where the circle closes: Successful personality brands are characterized by the fact that they authentically convey all the skills and qualities that they possess in the individual areas to the outside world. Positioning oneself therefore always means focusing and simplifying. I want to help you get to know yourself better. Find out which ones Competencies, values ​​and ideas They really want to stand up in the final instance, and learn how to represent them honestly. A few exercises and helpful tips are waiting for you that you can implement immediately.

As a special treat, star chef and TV personality Ali Güngörmüs tells about his way to the top of German TV chefs. His secret recipe: clear words, a clear edge and a good portion of joie de vivre. For me, this tool is special Significance, because nothing is more given away than immense quality that is not heard. You should be heard because you are finally unique. My ideal of successful positioning is: I know my strengths and weaknesses, have a clear profile and know my target group.

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