The Etiquette Edge, 2nd Edition

CHAPTER 37

Putting It All Together

Creating and Maintaining Your Personal Brand

Nike has one. Coca-Cola has one. Apple has one. Certain words and images come to mind when we think of those companies. These companies have a distinctive brand, and that brand translates to significant brand equity—the value that comes from public perception of a company’s value that goes beyond the actual worth of the product or service. Similarly, public perception exists regarding people. Celebrities hire professionals to manage the public’s perception, in short to manage their personal brand. We’ve learned our lessons from the companies and famous people—a personal brand is critical in establishing you as a trustworthy, credible, capable colleague. Your personal ...