????卡巴尼的營(yíng)銷團(tuán)隊(duì)有25名員工,；與其他公司不同，他們爭(zhēng)取做到每封郵件必復(fù),。其他公司認(rèn)為這樣做是浪費(fèi)時(shí)間?，F(xiàn)在卡巴尼在Twitter上關(guān)注955人，但她有23,123名粉絲,。有些人非常希望她能夠出第二本書(shū),。卡巴尼說(shuō),，她要等自己擁有真正有價(jià)值的理念時(shí)再動(dòng)筆,。她說(shuō)：“我自己得率先實(shí)踐我給出的建議，做一些真正適合我自己的事情,?！笨ò湍嵯Ｍ麚碛幸粋€(gè)長(zhǎng)遠(yuǎn)的品牌，而不是曇花一現(xiàn)的熱度,。我們都知道,，這需要自制力，它比點(diǎn)擊發(fā)送按鈕要難得多,。
自我品牌五大保鮮妙招
????1. 重視誠(chéng)信：聲譽(yù)和信任領(lǐng)域?qū)＜覞h娜?塞繆爾稱：“不論你在個(gè)人簡(jiǎn)歷中采取何種程度的夸大,，你都要做好準(zhǔn)備，這可能會(huì)對(duì)你的職業(yè)生涯產(chǎn)生持久的破壞性影響,。”現(xiàn)在要核查個(gè)人信息是非常容易的。一絲一毫的夸大都可能導(dǎo)致嚴(yán)重的后果,。
????2. 杜絕天花亂墜的炒作：《Me 2.0》一書(shū)作者丹?施瓦貝爾稱,，在一篇博客文章后留言或者發(fā)表評(píng)論時(shí)，請(qǐng)確保它能“增進(jìn)溝通”,，而不要簡(jiǎn)單列舉一大堆網(wǎng)址,、廣告語(yǔ)或者網(wǎng)絡(luò)虛擬身份。他說(shuō)：“這只會(huì)讓別人扭頭走開(kāi),?！?/p>
????3. 活在當(dāng)下：梅賽德斯-奔馳美國(guó)公司的史蒂夫?卡說(shuō)，身處公司某活動(dòng)現(xiàn)場(chǎng),，如果只顧編輯YouTube視頻或者發(fā)布tweet,，這并不是什么積極的形象。他說(shuō),，恰好相反,，“要積極參與并沉浸到活動(dòng)當(dāng)中?！弊哌M(jìn)現(xiàn)實(shí)生活,，沒(méi)準(zhǔn)就能碰上一個(gè)事實(shí)崽子的好機(jī)會(huì)。
????4. 拒絕消極：不要對(duì)別人的觀點(diǎn)和某些人有太多非難,。跳過(guò)這些陷阱,。指導(dǎo)專家麗塔?艾希利說(shuō)，我們肯定不希望被貼上消極的標(biāo)簽,?？梢赃x擇成為某一方面專家，根據(jù)自己的工作或興趣領(lǐng)域找大約三家網(wǎng)上社區(qū),，與他人建立聯(lián)系,，分享各人的想法，交換信息或者撰寫(xiě)評(píng)論,。
????5. 始終如一：如果很少更新博客,，或者形象起伏太大, 只會(huì)損害自己的品牌。要明確自己的核心信念,，了解自己的目標(biāo)聽(tīng)眾,。《聲望360》（Reputation 360）作者麗達(dá)?雪特蘭說(shuō),，要保持個(gè)人品牌的活力,，必須做到“有條理，有耐心,，同時(shí)目標(biāo)明確”,。
????譯者：李玫曉/汪皓 |
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????At Kabani's Marketing Zen Group, the 25 staffers strive to answer every e-mail that comes in -- unlike other companies, which see it as a waste of their time. Today Kabani follows 955 people on Twitter, but she has 23,123 followers. Some are eager for her to write a second book; Kabani says she will wait until she actually has something important to say. "I needed to take my own advice," she says, "and do something that worked for me." Kabani wants a lifelong brand rather than 15 minutes of fame, and that takes discipline -- which is, as we all know, a lot tougher than pressing the send button.
5 ways to keep your brand from going sour
????1. Honor honesty: "If you … inflate your résumé in any way, be prepared for it to leave lasting damaging effects on your career," says Hannah Samuel, an expert on reputation and trust. It's way too easy to check things these days. A little exaggeration can lead to serious consequences.
????2. No boosterism: When you leave a message or comment on a blog post, make sure you're focused on "adding to the conversation," says Dan Schawbel, author of Me 2.0. When you sign it, don't list multiple websites or your slogan and a pile of digital identities. "It turns people away," he says.
????3. Stay in the moment: If you're at a corporate event and all you do is edit your YouTube video or tweet, you're not projecting a positive image, says Mercedes-Benz USA 's Steve Cannon. Instead, he says, "drink it in." You might get a real live opportunity instead of an online one.
????4. Nix negativity: Don't criticize ideas and people very much. Skip the snark. You don't want to be labeled a negative person, says coach Rita Ashley. An alternative: Be an expert. Find three or so online communities in your field or interest area and create bonds, share ideas or information, or write reviews.
????5. Be consistent: If your blog is seldom updated or your image swings from the 1% to the 99%, you're hurting yourself. Make sure you're clear on your core beliefs and target audience. Then be "systematic, patient, and intentional" about your brand for staying power, says Lida Citroen, author of Reputation 360. |
