You have a brand, whether you realize it or not. In fact, you don’t have a choice. The persona and characteristics you present to the world create an impression of you, for better or worse. As an executive leader, you want to manage that impression to your best advantage. That means developing your personal brand. You do this by identifying the unique set of traits and assets you possess and conveying them in a way that maximizes your success. Let’s be clear; you’re not misleading people with a false impression. You are making sure they get the right impression by effectively conveying the characteristics that differentiate and distinguish you. Honesty is essential. So is a penetrating analysis of those traits. Once you know what they are, you’re ready to define your brand and present it to the world. More on that soon.