You Being Your Number One Brand: Lessons From ‘The Brand Called You’

September 14, 2011  |  

by Alexander Cain

Nike, Ralph Lauren, and Apple; these are all brands we are obsessed with on a daily basis and associate with high quality and prestige. All these brands have invested millions of dollars and manpower in order to maintain their status and continue the legacy of their brands. While we face an influx of advertising, there is a brand we are heavily vested in that doesn’t get the attention it deserves: ourselves. Whether we are hanging out at social events or working day-to-day at our jobs, everyday we are building our brand for better or for worse. For those running their own business, the personal brand becomes critical.

While many people like to think they make decisions on pure rationale, at the end of the day many decisions are made on the concept of “fit.” During many job interviews, interviewers often cite someone not being the right fit as the reason for not hiring him or her. For business owners, many customers decide on purchasing a product or service based on the perception of the owner or sales team. Peter Montoya’s book The Brand Called You is often cited as a top-notch book resource for anyone interested in changing how business owners and professionals promote themselves. Despite having a focus for those currently owning a business, there are many lessons any individual can take away from this book.  Montoya explains personal branding in the three parts. Hexplains what exactly is a personal brand, he then gives insight to the three essential pieces of personal brands, and finally, he provides insight on how to bring your brand to life.

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