Corporate Imaging Can Enhance Personal Branding
Consultants Urge Corporate Disciplines to Improve Individual Images
Nov 17, 2008
Wilson, a Coca Cola senior vice president, and Blumenthal, a corporate consultant, have brought a new twist into the decades-old personal development field in their book, "Managing Brand You: 7 Steps to Creating Your Most Successful Self" (AMACOM 2008).
Though some of their advice is not entirely new, they deliver it with new terminology, new, detailed step-by-step planning and the confidence that since it works for large corporations it can work for individuals. It goes beyond personal image-making. Instead it focuses, like corporate branding, on making oneself someone that others "insist" upon in areas of crucial interest.
The authors build around a few basic themes:
- It’s never too late to succeed.
- Be honest to your "inner essence," which is described as what a person stands for--"those principles that cannot be compromised."
- Focus externally and outwardly.
- Target your prime audience, just as successful corporations do.
Differentiate Yourself from Others
On his website, Wilson says the seven step process is "a comprehensive assessment of what you truly want to stand for and how you plan to differentiate yourself from others," which is the essence of organizational branding.
In an interview with Joe Guy Collier of the Atlanta Journal Constitution, Wilson recalled that he had been lucky to work with such outstanding corporate brands as Volkswagen, Porsche, Audi, Coca-Cola and McDonald’s.
"The thing that stood out to me is that successful brands are true to themselves. They recognize that focus works, targeted consumer strategies work," Wilson said. He added that brands "get into trouble when they lose their focus. They try to be all things to all people."
Who Really Matters
He urges individuals to also define "who really matters" in their lives, including themselves, and to focus their efforts on them.
"You will be amazed at how much more control you will have in your life," Wilson said.
He adds that the key to the program lies in the individual "level of honesty, rigor in the process, and your commitment to self improvement."
"7 Steps to Creating Your Most Successful Self"
Wilson has published an online 38-page personal workbook and outline of the "7 Steps to Creating Your Most Successful Self." It is available free on his website, jerryswilson.com.
In his interview with the Atlanta Journal-Constitution, Wilson recalled that he gave up a national job with Volkswagen to become a Coca-Cola account executive in central Florida. He said he wanted to be part of Coke’s impact on the world and society. He is now a Coca-Cola’s senior vice president and president of the company’s McDonald Division, which serves the fast-food chain.
Blumenthal, a corporate consultant and motivational speaker, has also written "Ready, Blame, Fire!: Myths & Misses in Marketing."
References:
- Joe Guy Collier, "He wrote book on your brand," Atlanta Journal-Constitution
- jerryswilson.com
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