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Managing Your Personal Brand and Digital Footprint

Marie Zimenoff

Personal branding has roots in a 1997 front-page article that business management expert Tom Peters wrote for Fast Company, titled “The Brand Called You.” The idea has taken hold and become a commonly used term when people talk about career management. Simply put, a personal brand is how you want to be known and to whom. Just like when a company creates a branded product, the process of creating a personal brand takes into account internal strengths and how these add value for a potential target audience.

For example, think about cell phone service providers. They all offer similar services and products, much like public accountants all do similar work for organizations. However, ...

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