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

Style: How You Relate

Style is your brand's personality. It's the subjective counterpart to the more objective attributes of standards—the part that makes you uniquely yourself in someone else's mind.

Often the words people use to describe style elements will have a strong emotional tinge: friendly, easygoing, intense, aggressive, professional, fun, energetic, introverted, extroverted, controlling, freespirited, open, or biased. It's not uncommon, in fact, for people to describe different brands in their lives (people and their experiences with them) strictly in terms of style. We say someone is really fun. They're whimsical. They're stodgy. They're flexible. They're arrogant. They're happy. They're conservative. They're creative. Although we ...