1. CREATE A PERSONAL BRAND STATEMENT: I’ll use myself as an example. Some might think that my personal brand statement is built around business or being an entrepreneur. Not so. In fact, my personal brand isn’t even built around marketing! I want to be known as an expert in trends and pop culture. Your personal brand statement should be one simple sentence and people should immediately understand it. Had I just simply allowed myself to only ride in the CEO or marketing lane, I would have never written the Mackenzie Blue series. But because I was passionate about pop culture, and had built that personal brand for myself, HarperCollins felt comfortable enough to invest in my series. Just because you’re an accountant doesn’t mean that your brand has to be solely focused on accounting. Maybe your overall brand is personal finance. Your first step must be to figure out what you stand for, and how far your brand extends. And remember, brand extensions must be logical. People can smell a fake! You have to be specific about your capabilities. People will respect you much more in the end.