From Pathfinder to Path Giver: Expert Branding for Greater Success

Umbrella brands and corporate brands, product brands and finally personal brands: Companies such as Apple or Siemens, but also individuals such as Heidi Klum or the Queen of England have shown how to give your own product or service charisma by creating a brand. In her book, Martina Fuchs deals with the area of personal brands, making an important distinction here: as soon as the brand is not based on lifestyle, but rather on knowledge and specialist expertise, she speaks of an expert brand.The basic prerequisites for strong expert brands include a clear positioning, a signature offer that distinguishes you from the competition, clearly defined buyer personas - and of course the courage to become visible as a personality yourself.The author offers real hands-on knowledge and a roadmap to work out and define all these criteria. And because your own expert brand naturally only leads to more success if others also learn about it, "Digital Expert Branding" offers a guide and the tools to position yourself accordingly in digital and social channels and to successfully communicate your own expert status.absolute basic requirement here: Walk your talk. Meaning: live what you preach. After all, the internet has made people so well informed and networked these days that people who talk in vaporous tones are quickly exposed. Incidentally, it's not just the author's wealth of experience and the practical relevance of the book that make it exceptional. But also the additional digital features: Augmented reality elements, which can be downloaded via the accompanying Haufe "SmARt App", bring the path to becoming an expert brand to life. Podcasts, checklists and mind maps are just as much a part of the additional offer as numerous videos.