Personal branding … “is the process whereby people and their careers are marked as brands. The personal branding concept suggests instead that success comes from self-packaging. Further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. The term is thought to have been first used and discussed in a 1997 article by Tom Peters.” Source: Wikipedia

I don’t necessarily agree with everything in the description for personal branding stated above, but it is the irrefutable truth is that having a “brand” in the business world is critical whether you want to call it a brand or not. I take issue with the notion that it is all about packaging. I’d like to think that business professionals won’t be duped by empty suits, smoke-and-mirrors, smooth talk, etc. (Then again you could argue that some of the parties that got our country into this latest financial crisis had branded themselves as experts – sorry, I digress.) I think of personal branding as having four components

• Your Reality/Competencies
• Reputation/Perception
• Image
• Value

Over the next week or so, we will explore the elements of your personal brand. As always, I welcome your insights and feedback.