Chapter 2Don’t Honk the Wrong Horn! Being True to Your Brand
Today You are You, that is truer than true. There is no one alive who is youer than You.
—Dr. Seuss1
Mission Statement
Features “tell,” benefits “sell.”
In my last book, Be the Brand, I discussed strategies for building your personal brand equity—something I called “elevating the status of you.” Now we’re elevating the conversation beyond the brand and focusing on how we can get people to buy what you have to sell. When I was an executive consultant at Johnson & Johnson, the leadership team constantly focused on what we described as “brand essence”—the stand-apart quality that makes consumers seek out a product by name, pay a premium price, continue to use it, and recommend it to others. ...
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