By Paul Copcutt
Wondering if you should read “that” book? A seasoned personal brand strategist offers his in depth reviews.
The Power of Personal Branding – Creating Celebrity Status with Your Target Audience by Timothy P. O’Brien
© 2007 | 231 pages | Hardcover
5R Score: 23/35
Main Focus: Personal Branding for the six figure service professional.
Five Key Take Aways:
- It’s not what you think it’s what others feel that matters.
- People are drowning in information. They don’t want more, they want less.
- Strive for greatness – not power.
- A solid track record underlies all great personal brands.
- Building personal brand equity takes hard work.
On a scale of 1-7:
- Relevance – is it right for personal branding? – 5
- Resonance – does it make sense to the reader? – 5
- Relation – is there a connection for everyone? – 4
- Remakability – does it stand out, will it get noticed? – 4
- Real – does the personal brand come through? – 5
Would you pick it up?
The book is well laid out and easy to follow – it’s divided into 3 sections; explaining why personal branding is critical in today’s world, through building your own personal brand and then how to make it ‘irresistible’. The fourteen chapters are broken down into bite size pieces so that you can easily pick up and put down this book over a period of a few days. Also the key points summary at the end of each chapter were very useful in being able to re-cap what you were last reading without having to skim back through. I also used them to make sure I had understood and grasped what was being said in the chapter just read.
The book is laced with plenty of personal brand examples and references to Tim’s own business and the work that he does with mostly six figure service professionals. There are a lot of references to historical figures that makes for an interesting viewpoint. The book also contains a handful of diagrams to make a visual point.
I did find that many of the references were very US focused so for the international reader connections may be more difficult to make and some of the historical ones were a little obscure, and there was the tendency to focus more on the rich and famous ‘Hollywood’ types than I would have liked. Also I did find the content a little bit too focused on Tim and his business and felt at times that it was more of a sales pitch than necessary since the book and its content can stand on its own merit.
I liked a lot of what Tim had to say in his book in relation to how I feel about personal branding, in particular around the areas of it’s importance and applicability to all. He also talks about the need for authenticity. Most readers will find they can apply his tips and ideas to their own situation, but this has more of a slant to the service professional – employed or self-employed.
Tim makes logical and worthwhile arguments for the need to personally brand. He has good examples in places and some of the actual case studies of his own clients reinforce some of the key messages. With a little less razzle-dazzle this book could have been even more powerful.
Much more applicable to the mid-level career professional than anyone else. I could not see a recent graduate picking this up and finding enough to make them satisfied. Also, because it was published in 2007 there is next to no reference to social media or online branding.
This is a good solid personal branding book, one I would place on a top 10 or 20 if someone was looking for different viewpoints and ideas. There is not really anything here that others are not saying. Tim does have a thriving business though, teaching others how to do it, so someone worth following.
Tim’s personal brand is evident throughout the book and he makes strong cases and arguments for what he is doing is working. He certainly comes across as confident, successful and in control.
Paul Copcutt, Personal Brand Architect, is a sought after speaker and coach who uses real client stories and practical applications to help successful professionals and executives get clear about their uniqueness.