Table of Contents

Contents

ACKNOWLEDGMENTS ix

INTRODUCTION: What Branding Can Do for You 1

CHAPTER 1: Who Am I and How Did I Get Here? 33

STEP ONE: Do the Brand YOU Audit

CHAPTER 2: What Do I Stand for Today? 57

STEP TWO: Assess Your Brand YOU Image

CHAPTER 3: What Do I Want to Stand For? 75

STEP THREE: Determine Your Brand YOU

Identity and Essence

CHAPTER 4: I Can Get There from Here! 109

STEP FOUR: Position Your New Brand YOU

CHAPTER 5: If It’s to Be, It’s Up to Me! 153

STEP FIVE: Set Your Brand YOU Goals

CHAPTER 6: I Can Build My Own Personal Roadmap

on My Own Terms 177

STEP SIX: Establish Your Brand YOU Strategies

CHAPTER 7: I Am Ready to Commit to My Action Plan 197

STEP SEVEN: Implement, Monitor, and

Adjust Your New Brand YOU

COMMENCEMENT 217

GLOSSARY OF BRANDING TERMS 219

INDEX 225

ABOUT THE AUTHORS 233