There’s been a lot of talk in recent years about the importance of creating a personal brand. I first came across the idea in an article by Tom Peters in Fast Company Magazine in 1997, but he didn’t originate it.
Here’s the concept: Any powerful brand (Coca-Cola, McDonald’s, iPhone, Facebook) stands for much more than the products that it names. McDonald’s stands for more than just a certain kind of food, it’s also about kid-friendliness, reliability, cleanliness, and value. These attributes are incredibly consistent over the long term, and drive much more visibility and loyalty than just the food they sell.