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<p>Foreword vii</p> <p>Preface ix</p> <p>Acknowledgments xv</p> <p>1. Understand the Future of Work 1</p> <p>2. Adopt the <i>Career Distinction </i>Mindset 11</p> <p>3. Brand Yourself for Career Success 23</p> <p><b>Step One Extract—Unearth Your Unique Promise of Value</b></p> <p>4. Know Yourself to Grow Yourself 33</p> <p>5. Remember, It’s What They Think That Counts 45</p> <p>6. Define Your Brand Community 57</p> <p>7. Tell Your Brand Story 69</p> <p><b>Step Two Express—Communicate Your Brand to Your Target Audience</b></p> <p>8. Create Your Career-Marketing Tools 81</p> <p>9. Express Yourself 97</p> <p>10. Assess Your Online Identity 115</p> <p>11. Build Your Brand in Bits and Bytes 127</p> <p><b>Step Three Exude—Manage Your Brand Environment</b></p> <p>12. Be On-Brand in All That You Do 145</p> <p>13. Get a Visual Identity 155</p> <p>14. Increase Your Career Karma 171</p> <p>Summary: Evolve and Resolve 185</p> <p>Appendix 193</p> <p>Index 197</p> <p>About the Authors 207</p>

<p><B>WILLIAM ARRUDA</B>—dubbed the “Personal Branding Guru” by media and clients alike—combined his international branding expertise with his passion for people to found Reach, the world’s first human branding consultancy. A sought-after global spokesperson on personal branding, he counts many of the Fortune 100 companies as clients. He has appeared on the BBC, Discovery Channel, <i>Fox News Live</i>, and in <i>Time</i> magazine.</p><p><B>KIRSTEN DIXSON</B> is a career management consultant who is an authority on building credible online identities for career success. She founded Brandego^® and is a partner in Reach, where she established an online identity training program for personal brand strategists. She delivers keynote speeches and serves as a media resource on career technology topics.</p>

<p>As a professional, your reputation is your most valuable career asset. Whether you’re climbing the ladder at your current company or seeking a new job, in today’s fast-paced work environment, you must proactively and continuously position yourself for success. Your credibility, visibility, personality, and personal style all make up your brand. Build and nurture your personal brand and you’ll make yourself a must-have, can’t-fail professional—and you’ll do it without having to be someone you’re not. </p><p><i>Career Distinction</i> outlines the proven personal branding process and provides case studies of successful professionals that will help you not only survive, but thrive, in today’s dynamic and ultracompetitive workplace. You’ll learn to manage your brand with innovative tools that enable you to differentiate yourself and stand out from your peers.</p><p>In this definitive step-by-step guide, career and personal brand management experts Arruda and Dixson show you how to:</p><ul><li>Brand yourself for career success</li><li>Determine how others perceive you</li><li>Develop your unique value proposition</li><li>Define your target audience</li><li>Tell your brand story</li><li>Express yourself clearly and consistently</li><li>Build and manage your online identity</li><li>Stay on-message and on-brand every day</li><li>Increase your “career karma”</li></ul><p>The increasing pace of change in the business world gives you less time than ever to make your professional mark. <i>Career Distinction </i>demonstrates how to express who you are and the value you bring to your organization—branding you as an indispensable, memorable, and unique professional. Success takes more than just hard work; brand yourself and watch your career soar.</p>

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