Top Highlights

• As Jeff Bezos, the founder of Amazon, is quoted as saying, “Your brand is what people say about you when you’re not in the room.” It’s the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you. Your goal should be to ensure that the narrative created about you is accurate, coherent,...
• 1. Define your purpose. First you need a long-term vision and mission. What difference would you like to make to the various audiences that are important to you, personally and professionally, and what values would you like to embody as you do so?
• 2. Audit your personal brand equity. You need to identify and analyze the brand you are today so that you can fruitfully build on or shift it to stay true to your personal proposition. Think about the raw material you have to work with, including awareness (what people know about you), associations (their thoughts, feelings, and attitudes about you...
• 3. Construct your personal narrative. A brand is not just a jumble of descriptors floating in the minds of other people; it’s built on the meaningful stories that you’ve communicated and that your audience has processed. You need to identify, craft, and refine the narratives that will communicate your brand. Think about times when you have felt mos...
• 4. Embody your brand. Each social interaction can move your personal brand closer to or further from your ideal. In casual conversations, at parties, in job interviews, people are forming opinions about you whether you like it or not, and consciously or subconsciously, you’re advertising yourself.

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