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Think Like an Entrepreneur, Act Like a CEO by Beverly E. Jones

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4 Tweak Your Brand to Send Clear Messages

Do you feel squeamish when people start talking about “personal branding”? Maybe you think it means pretending to be something that you’re not.

If that’s your view of branding, get over it. There’s the real you, the essential person that you are. And related, but not exactly the same, there’s the professional. Your professional persona should be deeply rooted in your true values. But the person you are on the job is just a piece of your whole package.

Also, in your professional life—whether or not you know it—there’s your personal brand. Your brand might be quite different from the essential you, and even the on-the-job you. Even if you don’t want it or like it, you do have a brand. It’s already out there, ...

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