An exceptional business (or personal) brand goes beyond fancy words and advertising a repetitive motto. Brands go much deeper and create a relationship of trust and integrity which can only happen if there is an underlying belief system that puts the consumer (or other people) first by satisfying their needs and over-delivering on what they want A brand shows the quality of what will be delivered to the consumers, and what they can count on. Table of contents Introduction Outline on what to expect A fortified personal brand is comprised of five components: What is a Business Brand? Why are brands so important to a business? Brands are especially important to any business because: Perception is reality Unique and distinct Relevant and important Consistent The Concept of a Personal Brand What are the key elements of a personal brand? Dimension #1 - Competencies Dimension #2 - Standards Dimension #3 - Style What Your Brand Promises Standards Style Your Brand's Platform Your Brand's Promise A good brand promise: How To Measure and Strengthen A Personal Brand Your brand's equity is calculated by: Ongoing Data . What are people willing to do for you? Other Tools Aligning Personal Brands With Employer's Brands Have a Sense of Dynamics Find Good Ways to Connect Key Thoughts How to Find the Courage to Live Your Brand