A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
—Jeff Bezos, American self-made billionaire
Why Should You?
Now it’s time to bring your strengths, values, and main spike(s) into a cohesive story: Your brand. Look around you: The clothes you are wearing, your shoes, your accessories, and your gadgets. As I look around me, I see my Garmin GPS watch that I use for running, my Bose noise cancelling Bluetooth headphones, the ubiquitous Apple iPhone, Trident gum, and other brands. Chances are you have a degree of loyalty to the key brands in your life. That is because you have grown to trust them more than the alternatives. They represent a good level of quality, ...
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