It means you have to focus your brand on one area of achievement. 
You can choose to specialize either in your line of work, your product, your company or industry, the media, your community, etc.

Focus and Specialize in One Area

Once you’ve created your personal brand, you have to express it in a unique way.
Maybe you will sign your name in a particular way or dress in a particular way.

Build a Distinct Brand

When you form a brand, in a way you’re getting into show business.
Be out there where people see you all the time. Your personal brand must be seen repeatedly and consistently. Very often people will hire you, buy from you, recommend you for no other reason than they’ve seen you around a lot.

Be Visible

Your behavior in the offline world must match your public brand.
One of the greatest brand claims you can get is people saying you are always the same on the outside as you are on the inside.

Be Consistent

Ask yourself this: “In 3 years from now, if they’re going to do a study on me and come back with a report on the kind of person I was, my reputation, and my position in the hearts and minds of others, what words would I want them to use? 
Pick a word that will be your leading attribute.

Build Good Will to Others

... in your field. You have to be acknowledged as one of the most knowledgeable, respected, or skilled people in your field.

Become a Thought Leader

A brand is a promise. When you have a brand, it’s a promise that you make and are known for keeping to the person who you are asking or trying to influence.


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Personal Branding

Your brand must be built around your personality in all its aspects, including flaws.Think about this: If you wanted people to describe you in a particular way, what would be a good way for them to describe you? 

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Your Brand, Your Personality

Once you’ve established your personal brand, give it time to grow. Stick with your brand and ignore fads, trends, changes.

Be Persistent

Branding yourself means developing your professional identity to align with your values. A personal brand statement always begins with your values.  Branding Rule: “Everything counts. Everything that you do either creates and builds your brand or weakens and destroys your brand.”
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Branding yourself

Personal branding plays a crucial role in your success. Whether you're aware of it or not, everyone has a personal brand or image that affects the way others see and think about you. That's why your personal brand and image are so important in determining if you're successful in life .

Be Visible

Similar ideas to Be Visible

Be consistent

Be kind to yourself

SHANE PARRISH