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如何建立个人品牌及其重要性

The Importance of Personal Branding | Brian Tracy

你的任务就是将自己的工作做到极致
Your job is to do your job really well,
每一天都要想着怎么超越昨天
continuly think everyday how you can be better than you were yesterday.
大家好 我是布莱恩·特勒西
Hello, l’m Brian Tracy.
今天我要聊的是个人品牌
Today l want to show you how your personal brand
如何帮助你成功?
place a crucial role to your success.
多年的经验告诉我一点
One of things l’ve learned over the years is
每个人都有巨大的潜力
that people may have tremendous potential,
但由于他给大家的印象
but because of the way they are perceived by others,
——人们如何看待他 如何评价以及如何谈论他
the way other people look at, value, think and, talk about them,
都会使他失去展现潜能的机会
they never get a chance to use that potential.
所以我开始研究树立品牌形象
So l began to study what it is about branding an image
来帮助你成功
that sets you up to be successful,
并且比大多数人更快
and far faster than most other people.
我们先来定义下品牌
Let me define a brand first,
品牌本质上就是一种承诺
a brand is basically a promise.
当你拥有一个品牌 你就做出了一份承诺
When you have a brand, it’s a promise that you make,
它会因为你的坚守而闻名
and are known for keeping to the person
无论是对顾客还是你的目标人群
who you are asking or trying to influence.
人类喜欢用感性思维做决定 理性思维来评判
Human beings decide emotionlly and justify logically.
如果你有一个好的个人品牌
If you have a good personal brand,
人们就愿意多花一些钱来购买你的产品或服务 争议也会更少
people are willing to pay you more for your product, your service and argue less.
品牌总是始于你的价值观
A brand always begins with your values,
你代表了什么?
what do you stand for?
质量?卓越?
Quality? Excellence?
反应迅捷?团队精神?
Responsiveness? Teamwork?
创新?领导力?
Innovation? Leadership?
当你解决了这个问题之后
Then when you clear about these,
你就可以将你的优秀品质或原则打造成强大的个人品牌
you build a tremendous personal brand by starting with the principle of your integrity.
当与你合作过的人说你经常背信弃义时
There’s no better reputation you can have other than for people to say,
你是不可能保持好名声的
that when they do business with you, you always for failure promises.
而成功的秘诀就是履行你的承诺
The answer for success is to do what you’ve been hired to do,
立即履行
and do it now.
这个秘诀适用于你与别人交际的各个方面
This expands into every area of your interaction with others.
规则就是 一切皆重要
Here’s the rule. Everything counts,
无论是能创造或提升你的品牌还是削弱或破坏你的品牌
everything that you do either creats and builts your brand or weakens and destroys your brand.
一切皆重要
Everything counts
所以 让我们看一下品牌的八大要素
so let’s look at the eight laws of branding.
品牌的第一要素是专一化
The first law of branding is the law of specialization.
也就是说你必须将你的品牌形象集中在一个方面
It means that you have to focus your brand on one area of achievement,
你不可能为每一个人提供所有服务
you can not be all things to everyone,
你的专一化可以体现在你的行业
you can choose this specialize either in your line of work,
你的产品 你的公司 你的工厂
your product, your company, your industry,
也可以是宣传媒体或社团等等
the media, your community,etc.
但是你必须像激光束一样瞄准你的品牌形象
But you have to be focused like a laser beam on one thing.
要让人们能简洁明了地向别人介绍你
People have to be able to describe you simply and clearly to others.
第二要素是领导力
The second law is the law of leadership.
你需要让人们认为你们是
you have to be recognized and acknowledged,
该领域知识最广 最受尊敬 技能最强的公司之一
as the one of the most knowledgeable respected or skilled people in your field.
所以 你需要自问的一个问题是 我的定位在哪
So, one of things you ask yourself is where do l want to be,
行业领导者
a leader in my field.
品牌的第三个要素是个性化
The third law of branding is the law of personality.
你的品牌形象必须在各个方面都渗透着你的个性 甚至包括缺点
Your brand must be built around your personality in all its aspects, including flaws.
你要考虑这个问题
Now, here’s the questions for you,
你最好的个性品牌是什么?
what would be the best personality brand for you to have.
例如
Here’s an example,
与鳄鱼搏斗的澳洲人
the Australian who wrestles crocodiles.
如果你想让人们用一种特定的方式描述你
If you wanted people to describe you in a particular way,
用哪一种方式比较好呢?
what would be a good way for them to describe you.
下一个要素是差异化
And the next law is the law of distinctiveness,
在你创造了个人品牌之后
once you have created your personal brand,
一定要用独一无二的方式去展现它
you have to express it in a unique way.
例如
For example,
我知道有位女士在寄感谢信时 总会附上几朵干花
l knew a woman who sends a “thank you” card with a dried flower inside.
当你拆开信封 干花就会掉出来
when you open it, it falls out.
这件小事会让人们记住她一个月 甚至一年
That sort of thing will make people remember her for months, even years after meeting her.
或许你可以设计一个特色签名 或是特定的穿衣风格
Maybe you will sign your name in particular way or dressed in a particular style.
我知道有人会经常穿红色衣服
l know another person who always wears red.
所以 你打算怎么做到差异化呢
So how can you be distinctive,
并从你的竞争对手中脱颖而出
and stand out from all of your competitors?
第五个要素是存在感
The fifth law is the law of visibility,
为了提高效率 你的个人品牌形象必备持续不断重复出现
To be effective, your personal brand must be seen repeatedly and consistently.
当你形成了个人品牌 也就进入了”表演行业”
When you form a brand in a way you’re getting in the show business.
如果你不与人交流 不与人合作 不积极参与
If you’re not out there talking to people, get working, getting involved,
对你是没有好处的 所以待在人们看得见你的地方
it doesn’t do you any good, so be out there where people see you all the time.
次数多了 人们就会雇佣你 买你的产品 或向别人推荐你
Very often, people will hire you, buy from you,recommend you
不需要任何理由 只因经常看见你
for no other reason that they have seen you around a lot.
第六要素是表里如一
The sixth law is the law of utility,
你私下里的言行必须与公开的品牌形象保持一致
your behaviour behind closed doors must match your public brand.
如果发现他或她私下里对别人很不好
It’s completely destroying of a person’s brand to find out
会严重损害到个人形象
that he or she is mean to people in private.
宣传个人品牌的最佳方式莫过于
one of the greatest brand claims you can get is,
别人说你总是表里如一
that people say that you are always same on the outside as you are on the inside.
品牌的下一个要素是坚持
The next law of branding is the law of persistence,
一旦你建立了个人品牌 耐心等待它慢慢壮大
once you establish your personal brand, give it time to grow,
坚持你的品牌 不要管那些所谓的事实 流行 或改变
stick with your brand and ignore facts, trends, changes,
换句话说 就是坚持到底
in another words, be consistent all the time.
最后一个品牌要素是善心
The final law of branding is the law of good will,
让人们感觉到你们试图去代表正确的价值理想
the more you are perceived as well intentioned or embodying valued ideals
你的品牌影响力就会更大
the more influential your brand would be,
你会拥有一个积极向上 受人敬佩的个人品牌
have a positive personal brand that people look up to and admire.
你要做的事是 我们称它为”从未来回顾式的思考”
Here’s what you do, we call this ‘Back from the Future Thinking’,
问问你自己 如果三年后 人们要做一项关于你的研究
ask yourself, if three years from now, if they’re going to do a study on me,
当他们写报告时 需要评价你是什么样的人
and come back to their report on the kind of person l was,
你待人接物的方式 人们对你的谈论
the way l treated other people, how people talked about me,
你的声誉以及你在人们心中和脑海中的位置
my reputation and my position in the hearts and minds of others,
你想让他们使用哪些词语
why words what l want them to use,
在他们或许会用到词语中
of all the words they could use,
哪一个最能代表你在该领域的特点
what would be the one word they will help you more than anything else in your field.
找出一个能代表你主要特质的词语真是个需要智慧的工作
It’s really a work of brilliance to pick a word that would be your leading attribute.
人们应该用哪一个词语来形容你的大品牌呢?
What word should people use to describe your supper brand?
下一步 你需要问自己 从现在开始我要做哪些改变
And next step is asking yourself what can l do differently from now on,
人们才会一直信任我的品牌
so that people think of me like this all the time,
记住你的品牌就是你做的承诺 它告诉人们
remember a brand is a promise you make, it’s saying that,
如果他们跟你互动 跟你共事 买你的东西
if you interact with me, get involve with me, buy from me,
卖东西给你 与你一起外出 等等
sell with me, go out with me, and so on.
这就是要与他们一起合作的人
This is the kind of person that you’ll get,
这就是要与他们一起经历的人
this is this kind of person that you’ll experience.
靠言出必行 风雨无阻来建立声誉是很艰难的
Now, it is hard to develop a reputation for always doing what you say you will do no matter what,
的确很难
yes, it is.
但是 你的收获将是什么呢?
But what difference does it make in your life?
拥有良好个人品牌的人能更容易找到工作
people who have a positive personal brand get jobs much easier,
更快被聘用 工资更高
they are hired faster, they are paid more,
升职也更快 别人则不行
they’re promoted faster than people who don’t.
因为雇主做的第一件事就是考核你的声誉和个人品牌
Because the first thing people do is check your reputation, your personal brand.
如果你喜欢这个视频
Now if you enjoy this video,
并且觉得它能够帮助你取得成功
and feel it was valuable in teaching you about setting yourself up for success,
就把它分享给你的朋友或是任何一位能从中受益的人
share it with your friends or anyone else who might benefit from this information,
结束之前
before we wrap up,
我想提供一个观点 供你分享给朋友或追随者
I’d like to leave you with a thought to share with your friends and followers.
你的任务就是把工作做到极致
Your job is to do your job really well.
每天都要想着如何超越昨天
Continually think everyday how you could be better than you were yesterday.
现在 我想听听你们的想法 所以今天的问题是
Now, l like to hear from you, so my question today is,
当人们听到你的名字时 你想让他们想到哪些词语
when people hear your name, what words do you want them to think about?
你想让哪些词语成为你的标签
what words do you want them to associate with you,
请在下方给我们留言 我们会回复你
leave a comment below, and I’ll be sure to follow up with you.
感谢收看 请记住
Thanks for watching and remember,
如果你想改变未来
if you want to change your future,
就得行动 立即行动
take action and take action now.
如果你喜欢本视频 并且觉得
If you enjoy this video and feel it was valuable in teaching you,
它能帮你取得成功 请订阅我的频道
about setting yourself up for success, subscribe to my channel,
喜欢它就把它分享给你的朋友吧
like this video and share this video with your friends,
点击屏幕上的按钮可获得免费礼物
and click the button on the screen for a free gift.
再次感谢你的收看
Thank you again for watching.

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视频概述

介绍了个人品牌对每个人事业成功的巨大意义,以及如何建立一个良好的个人品牌

听录译者

呵呵呵呵

翻译译者

研究僧

审核员

译学馆审核员B

视频来源

https://www.youtube.com/watch?v=s3B7OeEHGRo

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