An asset whose ROI cannot be measured.

📖 From today, I decided to become a brand_Kim Kimi

A senior colleague at work with a similar background to mine recently left the company.

She loves books, so she gave each team member a book she thought would be helpful. For someone like me who is very interested in curation, I was really happy and glad to receive her gift. As I read the gift she received along with the joking and sincere story that 80% of her resignation was due to this book, I also felt a sense of regret for not being able to work together in a field that we both like and are good at. I sincerely support her decision to leave the company after many situations and repeated concerns. Fueled by her warm words, ‘I’m still doing well enough, so don’t try too hard to be good,’ I will spend the rest of the second half of the year seriously working on finding and cultivating my own, inner brand.

📝Thoughts and sentences I liked

pg.26

Living as a brand-type person

Son Hyeon introduced five self-exploration methods he attempted while creating the magazine through <Editor’s Writing>.

First, I collect and organize work that best represents me, such as my own writing, photos, and projects I have worked on.

Second, plan and conduct a self-interview where you ask yourself questions.

Third, by requesting an interview with others, I create an opportunity to discover aspects of myself that I didn’t know existed and aspects of myself that others see.

Fourth, collect feedback about me from people around me and organize my image into keywords.

Fifth, try to independently reconstruct your entire life by organizing your life in chronological order according to a specific topic.

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pg.33

Marketing is telling others, “I am a good person.”

Branding is hearing from others, “You are a good person.”

The difference between the two is big. If marketing is the act of directly announcing oneself by saying, “I am a good person,” then branding can be said to be the act of letting others recognize oneself. Although they are clearly different concepts, marketing and branding tend to be lumped together. It is broadly interpreted as a ‘promotion method.’

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pg.42

I like green → Why do you like green?

I have fun when I cook → Why is cooking fun?

I want to go to the green forest → Why do I want to go to the green forest and not anywhere else?

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If you wonder about yourself like a curious child, you will realize that there is a reason for everything that makes up me, my thoughts and actions. There is no ‘just’.

The more questions you ask, the better. And it is important to answer questions in the correct language. It is about expressing how you felt and why you felt that way.

pg.64

You must keep in mind that images can become stereotypes.

In other words, self-identity from a personal branding perspective can be said to be the process of finding ‘the true self to the extent that it is okay to become a stereotype.’

I listed myself again. This time, I separated the keywords from the perspective of persona rather than taste, the narrative that made me a ‘person’ and the keywords that I wanted to become a ‘brand’.

pg.75

Bezos’ management philosophy, which created such a huge Amazon world, is surprisingly simple. ‘To run a sustainable business, you must pay attention to unchanging values.’

Low prices, best selection (can be interpreted as ‘wide range of products’), fast and convenient delivery.

pg.78

I recommend answering these questions to create your flywheel.

1) How does my flywheel rotate?

2) What are the components of my flywheel?

3) What is the order of my flywheel?

pg.85

The process of finding your inner brand is similar to finding your taste. At first, they follow trendy products and indulge the tastes of others. As you buy this and that, there comes a time when all kinds of tastes become mixed. It’s a time of extreme heat, and it’s difficult to say it’s a preference. Taste is refined along the way.

If it doesn’t seem to be your taste, throw it away, and if it seems to be your taste, buy more to create a consistent tone. And if you continue it for a long time, it becomes a consistent taste. Becomes stronger.

pg.100

“The bed is Simmons.”

The brand delivers a consistent message until that one line of stereotype comes out of the customer’s mouth. As if “unwavering comfort” had been instilled for 25 years. And through branding activities without a bed, the perception is elaborately changed to a hip brand, a friendly brand, and a sophisticated brand, and it takes root as a stereotype in the minds of potential customers who will ‘purchase a bed someday’.

It is not a one-time impression, but a strategy to cultivate the perception of the brand on a regular basis.

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pg.115

Writing a book as a personal brand is like making a business card. Not a superficial business card that lists your affiliation, occupation, and position on a piece of paper smaller than the palm of your hand, but a personal business card that expresses yourself entirely with your own strength. It is a sturdy hat knitting project.

The power of this hat is considerable. It will be distributed to bookstores across the country with my name on it. People who didn’t know me get to read my thoughts. If you are lucky, it may lead to an unexpected opportunity. Using the first publication as a stepping stone, a second book may be published, or the base may be expanded into unexpected areas. Even if the first edition is barely sold over 16 months, the title of ‘author of a certain book’ does not disappear.

An asset whose ROI can never be measured is created.

Accumulating brand assets can be considered a gamble because it is like making a long-term investment in something intangible. It is difficult to obtain clear results, and there is no guarantee how long it will take to see results. Sometimes you have to resist the temptation to jump on the bandwagon and overcome the anxiety of falling behind others.

pg.131

‘Strength Finder’ is a strength discovery program developed by public opinion research agency ‘Gallup’. Strengths are divided into 34 types, and tests reveal the five individual strength themes. And each type is explained in detail in the book .

pg.173

If the detailed page containing product specifications is a ‘resume’, the philosophy and story are closer to a ‘self-introduction’. Branders need to distinguish between when to submit a resume and when to submit a self-introduction. If you want people you want to be interested in your brand to read your resume, a title that arouses curiosity is essential.

pg.176

1) I will not define myself by the standards of the world

2) Define myself as multiple selves

3) And it will change as I stipulate

The job you choose for yourself is a unique identity that is not defined by worldly standards. It is one of the many selves I have. It is a direction setting that changes me.

pg.206

Lyricist Lim Go’s circle with many side jobs is ‘people who listen to their hearts through music.’ He extracts the essence of emotions and refines them into lyrics. His job is to capture detailed emotions that can be heard only by listening to the heart, rather than vague emotions such as like/dislike, happy/sad, and express them in language.

He leads an online group on a platform called ‘Mimmi’ where several people listen to music every day and record their emotions of the day. The group members learn from him how to listen to their hearts, and he finds unexpected inspiration in the records written by the members.

And the lyrics created by the brand Limgo reach the hearts of the public, are expressed in another language, and become an inspiration to others.

pg.279

Just like watching a trailer before watching a movie or looking up basic information on a portal site, you are providing basic information to the person giving you feedback. And it’s a good idea to say in advance what you want to receive feedback on the most. Point out which areas were difficult when you were thinking alone and which areas you would particularly like to hear opinions on. When met with a rational helper, this technology creates explosive synergy. This is because you will keep reminding yourself of that question in order to give a good opinion.

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And one last thing to keep in mind.

Listen without interrupting while receiving feedback. Maintain an objective perspective without identifying yourself with the work. Be grateful for feedback, but remember that ultimately the choice is yours. No matter how good a written opinion is, it is just an opinion, and it can never be said to be the right answer. Still, let’s make sure to express our gratitude.