Weekly business briefs rail.

Tip of the Week

Wise professionals with career success know that personal branding can mean the difference between landing that dream job and never getting noticed.

A brand is a promise of the value you’ll deliver. “You may think you don’t need a brand, but the reality is that you already have one,” says Jana Fallon, vice president of executive development for Prudential Financial. “By managing that professional reputation you already have, you increase your chances of being known for qualities that can land your dream job or get you noticed by a company you have always wanted to work.”

Fallon recommends five specific actions to improve your brand reputation.

B = Build

Build your brand by first defining what you want that brand to be. A brand should include no more than three or four characteristics that describe what you offer or aspire to offer. Be aspirational but also realistic.

R = Reflect

Reflect on your strengths and liabilities frequently. What is the unique value that you have to offer and what do you aspire to be? What differentiates you?

A = Actions speak

Your behaviors and the decisions you make daily impact your brand. Be bold in defining your brand and then have the courage to live up to that brand promise.

N = Network nonstop

To get others to recognize your brand, you have to market yourself. To share your brand, network in the organization you work in, outside work with other professional contacts and in your community. Make yourself visible to those that can influence your career.

The key to a successful professional brand is having strong “word-of-mouth marketing” from friends, coworkers, customers and other contacts.

D = Decide today

“Decide to make managing your professional brand a priority,” Fallon says. “Carve out time each week to fine tune and evolve your defined brand.”

— Brandpoint

BBB Watch

An old scam has moved to a new app: watch out for the Snapchat scam. You receive a graphic snap saying you’re today’s winner and you just need to “confirm your username.” After that other pages load instructing you to download smartphone apps to win your prize. Don’t do it! This could just be an unscrupulous way to generate app downloads. But downloading apps outside official stores opens you up to infecting your phone with a virus.

— Better Business Bureau

The List

Property values are rising globally creating new billionaires — an elite group of real estate moguls many of whom are located in Asia. The top 10 property tycoons are:

1. Lee Shau Kee, one of Hong Kong’s richest landlords

2. Cheng Yu-tung, one of Hong Kong’s richest men

3. Wang Jianlin, the richest man on mainland China

4. Donald Bren, the wealthiest real estate developer in the United States

5. Gerald Cavendish Grosvenor, the United Kingdom’s richest landlord

6. Thomas and Raymond Kwok, brothers from Hong Kong who face bribery and misconduct charges

7. David and Simon Reuben, United Kingdom real estate mogul brothers who benefited from the best year in London real estate since 2006

8. Robert and Phillip Ng, Singaporean brothers who inherited a property empire from their father

9. Joseph Lau, Hong Kong real estate investor facing bribery charges

10. Peter Woo, Hong Kong real estate investor

— Forbes.com

Number to Know

35: The richest real estate billionaire, Lee Shau Kee, ranks 35th on Forbes’ Billionaire List with a net worth of $19.6 billion.

Tech Talk

U.S. tech companies are being hurt financially by revelations of spying by the National Security Agency, according to a New York Times article. Microsoft has lost the government of Brazil as a customer. IBM is spending more than a billion dollars to build data centers overseas to assure foreign clients their information is safe. Meanwhile, tech companies from Europe and South America report they are gaining customers suspicious of the NSA’s vast surveillance program.

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