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Peter Montoya is the author of a book called, The Brand Called YOU.  Peter’s a very insightful person who understands that, as a service provider, what people buy before anything else is . . . your brand.

Makes sense.  Afterall, it’s the first thing a prospective client learns about you — often even before they meet you in-person.

Prospects, clients and centers-of-influence use the brand called ‘YOU’ to help them identify you and your business from your competitors.  How?  By triggering an association of ideas, thoughts and feelings that your brand represents or suggests.  Your challenge is to ensure those associations reflect what you want and not . . . something else.

Your Personal Brand:

  • triggers . . . an association of thoughts and feelings people have about you
  • reflects . . . the cumulative effect of all the contacts people have with you over time
  • prepares . . . people about what to expect / not expect about working with you
  • occurs . . . by design or by accident and that . . . is always YOUR choice

Your brand . . . is a key factor in shaping expectations of key people for your business