Summary: Be Your Own Brand David McNally and Karl Speak

In reality, the image of your brand is a perception held in someone else’s mind. As that perception, through repeated contacts between you and the other person, evolves and sharpens, a brand relationship takes form.

More specifically, a viable and strong personal brand will have five key components:

Brands are relationships of trust fueled by a strong underlying belief system and closely linked to the concept of giving exceptional value.

Be genuine and authentic.
Great brands demonstrate what they stand for again and again. You need to do the same. Live your values and make conscious choices which align with those values. Form an emotional bond with those nearest and dearest to you and find ways to grow those bonds.

Be genuine and authentic.

Be genuine and authentic.
Great brands demonstrate what they stand for again and again. You need to do the same. Live your values and make conscious choices which align with those values. Form an emotional bond with those nearest and dearest to you and find ways to grow those bonds.

Brands can be strengthened and enhanced – whenever the business exceeds the customer’s expectations

A good business brand:
Is a relationship– between company and customer, signaling how that person will be treated in future.
Is a perception – that exists only in the way customers view that business.
Must be clearly defined – so customers will quickly grasp what the business values.

personal brand will have five key components:
A list of your personal competencies – expressed as the personal roles you fill with other people.
Your personal standards – how you like to get things done.
Sprecific style elements – how you relate to other people and various projections of your personality.
Your brand promise – what you propose to deliver and where your efforts will be focused.
Your brand platform – the one key characteristic which will become your personal signature character trait.