Chapter 3
Personal branding: the essentials
As we said earlier, your brand is what people say about you when you are not in the room. What if someone you know described you to someone you had never met? What would they say? They might talk about the kind of work you do. For example: ‘She’s a troubleshooter. She turns things around.’ They might say where you used to work or where you were educated. They might mention your physical appearance, or a sport or hobby that is important to you. If you are related to someone famous, they would probably mention that, too.
We will show you how to turn your brand into a valuable asset – perhaps your most valuable asset. As with any other brand, your personal brand is based on people’s expectations of ...
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