success - Turbo Coach, achieve breakthroughs - Brian Tracy

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qualities, and attributes they ascribe to you. It is not a question
of whether you should have a personal brand image, for
you already have one. Rather, it is a question of whether you
choose to consciously create your personal brand or merely
leave it to chance.
If you are running a small entrepreneurial business, your
personal brand will have as much influence over the success
of your business as will your corporate brand. You should
very carefully think through how you would like people to
think about you, and then make sure everything you say and
do is consistent with this image.
Create and Build Your Personal Brand
There are two elements of personal branding: the promises
you make (i.e., the image you project) and the promises you
keep (i.e., your reputation).
Promises You Make
Your personal brand makes a promise: ‘‘If you buy from me,
you will receive a specific value in return.’’ This promised
value will be born from the values, virtues, qualities, and attributes
by which you become known. For example, you may
want to create a personal image—a brand—of a person who
always operates at a high level of integrity, consistently walks
the talk, is an exemplary leader, and goes the extra mile to
ensure customer satisfaction.
Your decision as to precisely how to brand yourself will
have two bases. First, it must be an accurate picture of the
person you are, or the person you are committed to becom-