"Face it. For good or ill, you have a personal brand. In fact, in the eyes of others, you are your personal brand. Just like some retailers are known for great customer service and some airlines are known for lost luggage and surly gate agents, you are known for the your own combination of personality, behavior, and presence. It's your brand. If you come across as empathic and approachable, that's part of your brand. If you sometimes miss deadlines and let other commitments slide, that's part of your brand. Your reputation is your brand. Your brand is your reputation. And it makes a world of difference in every relationship you have."