The way others perceive you is considered your personal brand. People define you based on your expertise, experience, reputation, and personality. It could be a combination of how the media portrays you, and the impression people form based on information they find about you in person or online, and who you have associated yourself with in real life. The foundation of who you are as a person. It is the image you present. It is your values and what you stand for. It's your persona as a result of your personal and professional DNA. Your brand is your secret sauce - what distinguishes you from the competition. It is what differentiates you. You can ignore your personal brand and allow it to develop organically, possibly chaotically, outside of your control, or you can help massage your brand to portray you as the person you want to be. Your personal brand is significant to your professional success. It is how you present yourself to current and prospective clients. It enables you to ensure that people see your reputation in the way you want them to see you, rather than in some arbitrary, potentially harmful way. It enables you to ensure that people see you in the way you want them to see you, rather than in some arbitrary, potentially harmful way--this book offers some tips, advice, and steps on how to influence your reputation.
