Red Fire Branding
Creating a hot personal brand so that customers choose you!
By: Liz Goodgold
Published: March 2010
Format: Hardcover, 236 pages
ISBN: 978-1-60005-173-9
Publisher: Happy About
"In today's cluttered, competitive world, you must create an indelible image that sizzles in order to be remembered and rewarded", writes speaker, marketer, branding expert, and Cheif Nuance and CEO of The Nuancing Group, Liz Goodgold in her idea packed and personal brand building book Red Fire Branding: Creating a hot personal brand so that customers choose you!. The author shares a cornucopia of proven and effective techniques for building a memorable brand that has staying power and a positive impact on its customers.
Liz Goodgold recognizes that self-promotion and developing a personal brand is a full time job for any business person. She also points out that in the hyper-competitive, disposable society of today that a memorable brand is critical to survival. If the brand isn't visible, and recalled instantly in a client's memory, that brand simply won't last. A lack of visibility, and a brand that few remember or care about, will lead only to business failure. A great product or service is no longer enough. There are many other suitable options available. In the modern marketplace, brand and personal image are intertwined, and to build excitement, then a fire must be started to set the brand ablaze in the marketing skies.
Liz Goodgold (photo left) understands that creating a memorable brand also involves a large amount of planning and execution. The author makes certain that people don't believe that developing a mind grabbing brand is easy and automatic. Liz Goodgold does point out, however, that the course to building a strong brand image is a logical one, and includes several proven and effective steps on that journey. She wisely reminds business people that branding is much more than the company logo, website, and slogan. While these are important elements of a brand image, they are the essence of a brand. A brand can be created and nurtured, but that effort only gets a company part of the way to recognition and top of mind remembrance. A brander must give up the control of the perception of the brand to the customers, prospects, and general public. They decide whether the brand is worth considering and remembering for them as customers. What the business person says about the brand is not relevant to the public perception. To counter that perception problem, Liz Goodgold shares the tools to tilt the scales of perception in the brander's direction.
For me, the power of the book is how Liz Goodgold emphasizes the the importance of a memorable brand on the one hand, and provides the tools to create a red hot brand on the other. The book is a step by step course in building a smoking hot brand that people will remember and return to again and again. The key to that branding is the person who the customer recalls when a need arises for a product or a service. The brand is as much or more about people and perceptions than it is about products and services. In the same sense as Marshall McLuhan suggested, perception is reality, and with brands that axiom is doubly true. Liz Goodgold bolsters her case for brand building with many examples of successful sports and entertainment celebrities, as well as business people. All of the people mentioned created a memorable personal brand, and were not afraid to change it to suit different public tastes. A nice added feature of the book are the "words of Liz-dom", in the form of brief ideas that summarize or add to the content of each chapter. Overall, no aspect of personal branding is overlooked, making this book a valuable resource for anyone developing a personal brand.
I highly recommend the well presented and comprehensive book Red Fire Branding: Creating a hot personal brand so that customers choose you! by Liz Goodgold, to anyone seeking to create and enhance their own personal brand. The advice in the book works well for a one person business or a large corporate enterprise. The personal branding concepts in the book will also serve managers well in their careers as they add a memorable aspect to their image within a company.
Read the brand transformational book Red Fire Branding: Creating a hot personal brand so that customers choose you! by Liz Goodgold, and build that red hot brand that will sere itself into the memories of your current and prospective customers. Your business will grow, along with your reputation, as you apply the recommendations shared in this handy and enjoyable book.
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