8Aligning to Become a Stronger Brand

When one strives to find and maintain alignment in a relationship, the potential for a strong brand is almost unlimited. Authenticity, as we discussed in chapter 4, is the core strength—or engine—of a strong personal brand. Alignment, however, is what creates the traction and delivers the power for building a strong personal brand.

Alignment is the process of finding common ground for a mutually beneficial relationship. Alignment, especially with the company you work for, does not mean uniformity or changing your personal brand to act, believe, or look like the company. Alignment is about finding that common ground or congruence with your employer that enables you to be more successful professionally while ...

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