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

Strong Personal Brands Are Relevant

Being distinctive is not the only thing that matters to someone else. What you stand for needs to be relevant to them. Relevance begins when a person believes that you understand and care about what's important to them. It gains strength every time you demonstrate that what's important to them is important to you. The synergistic effect of being both distinctive and relevant is what ignites the power of a personal brand.

Relevance is often a function of circumstances. Parents are naturally relevant to their children, for they are the caregivers and protectors of those children. The relevance of one spouse to another extends far beyond the bonds of a marriage contract: the actual relevance occurs when both ...