Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd

Brand Basics

In business, the concept of brand has a well-defined meaning:

A brand is a perception or emotion, maintained by a buyer or aprospective buyer, describing the experience related to doing business with an organization or consuming its products or services.

To put the idea of brand in a personal context, think of it this way:

Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.

Everybody already has a brand. Your brand is a reflection of who you are and what you believe, which is visibly expressed by what you do and how you do it. It's the doing part that connects you with someone else, and that connection with someone else results in a ...