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

Strong Personal Brands Are Consistent

The third component in building a strong brand is consistency— doing things that are both distinctive and relevant, and doing them again and again and again. Consistency is a hallmark of all strong brands. As a brand, you only get “credit” (acknowledgment, acceptance, or recognition by others) for what you do consistently. Consistent behaviors define your brand more clearly and concisely than the most polished and practiced patter.

• McDonald's is a fast-food icon because, regardless of the location you visit, the hamburgers, cheeseburgers, and Big Macs it serves are the same, again and again and again.

• Whether you are a regular guest at a Ritz-Carlton or a Motel 6, you go back to their properties on a regular ...