A brand is the personification of a product, service, or even an entire company. Like any person, a brand has physical 'body' (the products and services it provides). Also, like a person a brand has a name, a personality, character and a reputation. Like a person, you can respect, like and even love a brand. You can think of it as a deep personal friend or merely an acquaintance. * ''//Differentiation//'' ** Helps you stand out, makes you more memorable * ''//Consistency//'' ** Helps show your reliability in situations - build trust with others - People know what to expect in either good or bad times * ''//Clarity//'' ** Allows you to stand for something - to convey what you want to as a leader * ''//Authenticity//'' ** A personal brand helps you communicate who you really are when you speak with sincerity you are much more persuasive You can view a brand as dependable or undependable; principled or opportunistic; caring or capricious. Just as you like to be around certain people and not others, so also do you like to be with certain brands and not others. Also, like a person, a brand must mature and change its product over time. But its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life. People have character…so do brands. A person’s character flows from his/her integrity: the ability to deliver under pressure, the willingness to do what is right rather than what is expedient. You judge a person’s character by his/her past performance and the way he/she thinks and acts in both good times, and especially bad. The same are true of brands.