Chapter 2
Writing Your Own Branding Story
In This Chapter
• Creating an authentic brand
• Branding is about perception and reputation
• Writing a personal branding statement
• Positioning yourself in the competitive career marketplace
We get branded all the time without even trying. Our family, friends, colleagues, and even people who don’t know us, such as politicians and marketers, decide who we are and what we stand for based on how we look, what we do and say, and the purchases we make. And although we can’t completely control what people think of us, we can influence their perceptions. This is what branding is all about.
This chapter explains why it is important to establish a personal brand. You will learn about brand authenticity, and you ...

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