Personal Branding
Branding, according to Scott Bedbury, is the sum total of everything a company does, including the good, the bad and even the off strategy, that creates a context or an identity in a consumer’s mind. Personal branding is therefore the creation of an asset that pertains to a particular person or individual, including but not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. This ultimately means that a brand is not a product but a promise and mark of trust