Reach, founded by William Arruda, who togather with Kirsten Dixson, wrote the book, Your Career Distinction – Standing Out By Building Your Brand is a powerful and introspective process which focuses on extracting, building and communicating your Authentic Self to your target audience.
It looks at your values, attributes, passions and purpose to create a vision that you can take ownership for, and command that attractive value from your employers or clients.
It is about delivering the uniqueness of who you are to the people who matter to your success. When your target audience finds your True Self an attractive value proposition, a context of synergy or shared values provides that golden opportunity to develop that relationship even further.
Your brand is in the hearts and minds of those people around you. It is their opinions of you that are important. You want to be able to communicate a “who you are” message which is clear, consistent and constantly visible so that there is no confusion but confirmation. People tend to “box” others in the way that they can easily remember about the person.
Your job is to help them see the best of who you are and what you do through your communications, behaviours and actions.
Reach is the world’s first and leading confidential, web-based personal branding assessment that collects anonymous 360-degree feedback in real time from family, friends, peers, managers, staff, employees, clients, and mentors.
In the Extract Phase, the first step in successful personal branding is how to unearth your unique promise of value — your BRAND.
This unearthing process takes time and requires you to think hard about who you are and what makes you unique.
This is the most important phase in the branding process because it reveals the CORE around which you will build your brand
Uncover Your Authentic Brand By Identifying Your
In the express phase, we show you how to create career-marketing tools, express your brand in the physical world (as opposed to online), and build your brand in the virtual world.
We also stress the importance of the “three Cs” of branding:
1. Clarity – about who you are and who you are not
2. Consistency – in your message about who you are
3. Constancy – continual visibility to your target audience.
Successful branding requires that you communicate what makes you unique and differentiated to your target audience. There are hundreds of ways you can express your brand. Here are four to get you started
In the Exude phase, you will make sure that everything that surrounds your brand is sending a consistent on-brand message. It is important because it supports brand consistency.
When everything about you and around you sends the same on-brand message, you position yourself clearly in the minds of those who will make decisions about you. In the Exude phase, you focus on more of how you do it and less on what you do.
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