Creati ng apenrtal

By Laurie Brown

HEN David was a small boy his father asked him. "What do you want to be when you grow up?" David thought about it for a minute and answered, "I don't know what I want to be, but I know that I don '/ want to be a salesman." "That's too bad," his father replied. "Because. whatever you want to be, you have to be a salesman."

So true. People are always selling. They sell their products, their services, their ideas and most importantly. they sell themselves. No matter what you do for a living. you are a salesperson.

So what will help someone succeed in this rvorld of "sales"? Let's take a look at how branding can help you sell yourself more successfully.

What is a brand? It is simply the emotional reaction and attachment that a customer has to his or her total experience with a company, product or service. Judgments about brand are created in the hearts and minds of customers.

Corporations understand the importance of branding. In this very competitive marketplace, it is more critical than ever that they differentiate themselves from their competi-