JUST DO YOU

Analysis and reflection are at the heart of this debut guide to building a personal brand.

While “brand” is most often applied to a product or service, the concept of a personal one has gained popularity in recent years. In this book, King, who co-founded a leadership development consulting firm, makes a strong case for fashioning a personal brand that intersects with “authentic leadership.” The first part of the volume concentrates on what leadership is, how “leader influencers” in one’s life help shape an individual, and the impact of positive and negative experiences on forging a personal brand. The author relates numerous stories to illustrate these experiences, helping to personalize this section. Part 2 offers a solid overview of six attributes of a business brand (Purpose, Promise, Principles, Experiences, Presence, Description), relating those traits to a personal brand. King employs an “Authenticity Rating” scoring system to evaluate the clarity of each of the attributes, both for a business brand and a personal one. The author includes an example of each and then encourages readers to assess the authenticity of business and personal brands. Finally, readers are guided through a process of self-assessment using the same scoring system. This technique very effectively demonstrates how to apply the concept of business branding to personal branding. The third part of the book covers what King calls “Your True North”; it briefly explores ways to stay focused and authentic even “when life derails your brand.” Part 4 discusses the characteristics of authentic leaders, again relying on several tales as examples. It also encourages readers to identify their own unique strengths and to develop and share “purpose” statements. The manual does require readers to engage in considerable self-evaluation, so it is not for the faint of heart. Still, those willing to make the commitment should benefit from the personal examination and begin to understand whether the potential to be a leader exists. King’s passion for building leaders is evident: “The world needs authentic leaders, leaders who are true to themselves and purpose driven.”

A useful, systematic, and logical approach to leadership development.