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

Different Is Imperative

James Scothorn and David Dunn are very different people in very different occupations and family settings. Yet each has developed a strong personal brand that resonates with the needs of the people in their lives. That illustrates a key point about personal brands: Because different people want and need different things, very different brands can thrive and prosper side by side. There are no absolutes where brands are involved. Brands (personal as well as business) truly are interactive relationships, not static statements.

In either world, a brand is not a product of advertising. It's not packaging. It's not outward appearances. A great brand has equity because people can cut right through the external trappings and ...