You don’t have to be in the advertising business to know about brands and branding. Simply put, a brand is a promise. But what is a personal brand? And why is it important to cultivate yours?

A personal brand is your promise of what people can expect from you. Cultivating that brand means you control how you are perceived, in terms of what you do, say, write, wear, and how you behave and interact. Those who take personal branding seriously—from Steve Jobs to Lady Gaga—know the value of being perceived as unique, and the importance of consistently demonstrating those qualities that differentiate you. Through a series of one-on-one sessions, this process distills what defines you, and ensures that every point of contact and communication with the world consistently reinforces your unique personal brand.