A brand is often defined as the the name, sign, symbol, slogan that identifies a product and sets it apart from other similar products.

While it is true that a product's brand sets it apart from other similar products, a product brand actually reaches beyond what is external – name, mark, symbol – to the the emotions it elicits and the relationship it has with consumers. Everything the consumer experiences consistently with a product, contributes to establishing the brand of that product. For example, Mercedes Benz is associated with style, luxury and excellence, qualities that the cars consistently deliver to consumers.

In the same way, even though we may not realize it, every single person on the planet has a personal brand. You may have heard people refer to you as "an expert in his field...." or "a very intelligent girl" or "bright and bubbly"...the list is endless. They name qualities or character traits which they associate you with because they experience these qualities or character traits from you consistently.

Your personal brand is the sum total of the experiences and perceptions of the people you interact with have about you.