Transforming Your Brand

ABC, A&E, AMC, Bloomberg, Bravo, CNN, Comedy Central, Discovery Channel, Disney Channel, History, Lifetime, MTV, Oxygen, Turner Networks — these are all media companies that Robin Fisher-Roffer, author of “Reinventing Yourself: 10 Steps To Shifting Your Career Into High Gear,” helped to shape into powerful brands.

In her Vook, Robin explains how business owners can transform their brands by using innovative methodology.

“The definition of reinvention is to recast something familiar into a different form —
to change something so much that it seems entirely new,” she said. “As one of the few career reinvention experts who have been on the frontlines of big business and built major brands, I am imparting the trade secrets that will help people define exactly what they do well so that they can put their career in high gear.”

In her Vook, she identifies ways new businesses can succeed in the marketplace through instructional videos.

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“The main character in any brand’s story should not be the product or service, but the customer,” she said. “So that means understanding the needs and wants of your target audience — their needs, preferences, tastes and habits.”

Robin also had advice for business professionals looking to overhaul their images.

“In any business situation, appearances count, big-time,” she said. “As a matter of fact, research has show than 68 percent of all communication is visual. So, how you dress, wear your hair, even the glasses on your face are important to how effective your message will be.”

“Reinventing Yourself” is also available in the iBookstore and through the Kindle app.

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