"You have a brand whether you like it or not", said my friend Larry Linne, co-author, along with Patrick Sitkins, of the new book Brand Damage: It's Personal.
"We live in a world today where you can't hide", he continued. "The way people think of you is being broadcast everyday. You can manage it or just let it happen."
Patrick and Larry have been working together for a number of years teaching classes and running seminars on branding. Larry will tell you they share a passion for this subject. "We've seen too many people at the extremes. Some do it really well and create an environment where people want to help them. The other extreme is some of the really stupid things people do to destroy their brand. The world doesn't think much of them and they usually don't even know it."
So what is a personal brand? "Simply put, it's what people think of you", said Patrick. Said another way, it's really just someone's "gut feel" about you.