How YOU are like Shampoo.
May 2008
Personal Branding e-Newsletter
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In This Issue
Some feedback from last month's e-newsletter

Myth #4: "Personal Branding is all about me."

NEW! Downloadable Exercises available on-line

I want to hear from YOU

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Recent Events

Brenda and Best-Selling Author Jeffrey Gitomer catch up in the U.S. 

Author Brenda Bence ran into Jeffrey Gitomer recently on a trip to the U.S. Jeffrey is an amazing Sales guru and author of dozens of best-selling books including the "Little Red Book" series.
Author Brenda Bence spends more than 50% of the year traveling to present her unique approach to corporate and personal branding at conferences, conventions, & corporations all across the globe...

If you'd like Brenda to speak or train at an upcoming event, conference, or meeting, please
e-mail her at:
Here's where Brenda will be  throughout 2008: 
For the week commencing...
May 5:  Mumbai, India
May 12:  Bangkok, Thailand
May 19: Hong Kong
May 26:  Singapore
June 2:  Lincoln, Nebraska
June 9:  Omaha, Nebraska
June 16:  Hershey, Pennsylvania
June 23:  Amsterdam, The Netherlands
June 30:  Amsterdam, The Netherlands
July 14:  Bangkok, Thailand
July 21: Bangkok, Thailand
July 28:  New York City, New York
August 4:  New York City, New York
August 11: Bangkok, Thailand
September 1: Bangkok, Thailand
September 8:  Ho Chi Minh City, Vietnam
September 15:  Ho Chi Minh City, Vietnam
September 29: Lincoln, Nebraska
October 6:  Lincoln, Nebraska
October 13:  Boston, Massachusetts
October 20:  Bangkok, Thailand
October 27:  Phuket, Thailand
November 3: Singapore
November 10:  Montreal, Canada
November 17: Bangkok, Thailand

This month, we focus on debunking a popular Personal Brand Myth that may surprise you!  Read our feature article below to find out more. 

Some feedback from last month's e-newsletter...

Here's what one of our readers had to say in response to our April e-newsletter.  You may recall we focused on dispelling the personal brand myth that creating a personal brand is "fake." 

"I love what you said about being authentic. Too many times we've heard that mantra about 'Fake it till you make it' and that just doesn't sit right with me.  I loved your approach about being authentic.  This is what matters.  BECOME the better person through persistent effort, training, and discipline.  This is harder, but much better than pretending something that ultimately isn't true.  Thank you for sharing that."  
-Terry L. Brock
President & CEO - Achievement Systems, Inc.
Thank you for your feedback, Terry! 
To re-read last month's e-newsletter, visit our e-newsletter archive page at: E-Newsletter Archives Page

Myth #4:  "Personal branding is all about me."

Do you think personal branding is all about you? If so, think again! The truth is that a well-defined personal brand is really about your Audience - the person or people you most want to impact with your brand at work and in your career.


Let me illustrate this by looking at corporate brands for a moment. A corporate brand isn't really just about "the brand." It's about whether its Target Market will be interested in buying that brand. You can have the most revolutionary product in the world, but if the public perceives it as undesirable, you may as well close the factory.


Smart marketers work to position a brand so that the Target Market will perceive, think, and feel a particular way about that brand. This is how the brand's Target Market - its Audience - comes to understand and embrace the full benefits that a particular brand has to offer.


Let's take Volvo as an example. Its Audience consists of travelers who see safety as the most important benefit in a car. The company responded to the Need of its Audience by focusing its core brand platform on that one important differentiator - safety - to help distinguish itself from other cars on the market. Everything Volvo presents in the marketplace confirms its brand's safety position. Volvo was the first, for example, to install both front and side air bags, and its engineers figured out how to reinforce the side bars to prevent the roof from collapsing during rollover accidents. You could hardly say that reflects a "me, me, me" attitude, right?


It's the same with personal branding. The trademarked YOU™ must, first and foremost, meet the needs of your Audience. That's not to say you should ignore your own needs - not at all! Whoever your Audience is - whether it's one person or a group of people - you must enjoy meeting the needs of that particular Audience in order to be happy in your career. But the bottom line is: If you don't offer something of value that your Audience needs, your personal brand won't get you far.


So, how does your Audience perceive, think, and feel about YOU™ right now? (If you're not sure, there are lots of helpful ways to learn about your Audience in Chapter 3 of How YOU™ are like Shampoo.) If your research reveals that your current personal brand isn't working very well, you can absolutely change how your Audience perceives, thinks, and feels about you. It's a matter of learning about your Audience and going through the steps to define and communicate a new personal brand that will address what your Audience needs.


So, remember, as the famous singer, Kate Smith, once said, "It's up to the Audience. It always has been."  When your Audience perceives, thinks, and feels about you the way you want, that's when you can reach greater success in your career, command a higher paycheck, and ultimately achieve the kind of job satisfaction most people only dream about.

Downloadable Exercises Now Available On-Line

Perhaps you purchased the paperback version of How YOU™ are like Shampoo but you'd rather not write in the exercise blanks provided throughout the book?  Or, maybe you purchased the MP3 audio version or 5-CD set of the book and you'd like to follow along visually with the exercises?  

If so, we've got a solution for YOU™.  Click on the link below, and you'll find a downloadable version of all of the exercises from our 3-Step Personal Branding System formatted in larger size and with more writing space for easier completion. So, now it's easy to purchase and download all of the exercises found in How YOU™ are like Shampoo .  You can even choose which size of paper is appropriate for your printer. 

Downloading a print-out of all personal branding exercises is just one more way to help "you" become "YOU™!"

Click here to access the Downloadable Exercises page:
I want to hear from YOU™!
One of the best things about writing a monthly e-newsletter on a topic that I'm passionate about is the fantastic feedback and e-mails I receive in response.  Thank you to everyone who has taken the time to write.  This e-newsletter is definitely intended as two-way communication, a dialogue, so feel free to write to me about anything related to personal branding... questions you have, ideas you might like to share... I do genuintly enjoy hearing from you!
Until next month!
Brenda and Best-Selling Author Jeffrey Gitomer catch up in the U.S.
Brenda Bence
Author of How YOU™ are like Shampoo
(c) Copyright 2008 Brenda Bence
(c) Copyright 2008 Global Insight Communications LLC


You have my permission to forward this newsletter to your friends and colleagues.

You also have my permission to use these articles on your website or in your own e-newsletter but you MUST include the following: Brenda Bence is founder and President of BDA International, Ltd, a firm which helps companies and individuals build growth-oriented corporate and personal brands. She is author if the book How YOU™ are like Shampoo: The breakthrough Personal Branding System based on proven big-brand marketing methods to help you earn more, do more, and be more at work. For more information, visit or

Copyright (c) 2008 Global Insight Communications, LLC