Build Your Own Brand

By Doug Dvorak
Reviewed by Dr. Brian R. Beirl

Oh no! Not another book on branding!
How important is a brand? Are you interested in using “Jerry’s guide to the world wide web”? Not many people were, until it was re-branded. YAHOO!

Branding is not just changing your name; it is a process with intention. It also is not just one thing. It is a combination of creating a trusted, consistent and valuable service or product for your customer.  It is getting your message out, becoming an expert in your field, and utilizing all venues, i.e. print, radio, TV, social media, and optimization of your internet site.

What appeals to me to about Doug Dvorak’s book, Build Your Own Brand, was the even- handedness in his approach to the subject. So many of the recent books on branding are focused on the latest and newest style of branding. This book, however, recommends a blending of traditional thinking, high ethical standards and the latest in Internet technology.

 This is not strictly a “how-to” book.  It is more of a romp through many ideas on how to develop, enhance and maintain your brand. It is up to us to find the best individualized plan for our company.

 Some chapter examples are:

• The need of a personal brand

• How to be your own PR firm

• How to promote your brand in tough economic times

I found it interesting and refreshing when I discovered a questionnaire at the end of the book to test the readers’ understanding of the material presented in the book.

It takes constant effort to maintain and extend your brand. If this sounds like a full time job, it can be, but by seeking professional help, you can have a successful brand and keep your day job.

Hooked on the book? Click here to buy book now.

Dr. Brian Beirl enjoys an active general dentistry practice and is also an author, educator, presenter and business consultant. He may be reached at: 
www.coachingtheprofessions.com   www.mybookbinder.com  BrianBeirlDDS@BBeirl.com