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Merit |
"You
are unique and what you say has value" |
Regardless
of what you may think, you are unique in some special
ways and what you say is of genuine interest to those
around you. You perform a worthwhile service when you
share your expertise or unique perspective. You should
become an expert in your field and should also be an
expert at self-promotion and obtaining publicity to
capitalize on your uniqueness. To have confidence in
yourself is a virtue, and to have high self-esteem
is not conceit. Be eager to share your uniqueness,
whatever it may be.
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Presence |
"You
become what you decide to be" |
In
those areas where you feel inadequate, behave as if
your shortcomings have been overcome and your personal
goals have been achieved. If you do that diligently,
you will eventually become what you envision for yourself.
Your unique abilities and specialized knowledge are
not merely acquired skills or the result of your education,
but the essence of who you are. Your presence can significantly
influence and inspire those with whom you work and
with whom you come in contact. Demand the best of yourself,
set your goals high and pursue them with enthusiasm.
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Virtue |
"Your
reputation is a result of your virtue" |
Your
reputation, your image, and your personal brand are
products of your character. Integrity must be a part
of all you do. As you achieve greater notoriety, others
may be tempted to attack your reputation to gain an
advantage over you, but if you have virtue and integrity,
your reputation is safe from attack. In your day-to-day
dealings with others, you must demonstrate steadfast
integrity. As you build your brand, high ethical standards
are expected of you. To stay on track, you should have
a carefully thought-out (written) Personal Constitution
that defines the values for which you stand and by
which you live.
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Constancy |
"You
must be dependable" |
As
you build your personal brand, your audience will rely
on you to be constant and dependable at all times.
Your brand is a promise to your audience that they
can count on you to deliver value and quality, and
you can be counted on to always do so. You must be
consistent and fair with everyone at all times, so
you can be depended on to be the same tomorrow and
the day after. You must also be loyal in your personal
relationships and have a reputation for loyalty.
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Name |
"Your
name is your brand" |
Your
personal brand is more closely associated with your
name than your product, service or occupation. The
mere mention of your name should create expectations
of excellence. When your name is associated with a
project, others will want to be a part of it. Clients
and those with whom you work will aspire to your high
standards which are presumed to represent the real
you. There can be no distinction between your personal
and professional life. It is all one.
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 |
Increase |
"Time
works to your advantage" |
As
you build your personal brand, your influence will
grow over time through referrals from your clients,
associates and friends. Others with whom you come in
contact will also become effective promoters of your
brand through word-of-mouth as they express their satisfaction
with your excellence. Your brand takes hold with each
one of them on a personal and emotional level. This
may occur slowly at first, but the benefits grow over
time by geometric progression.
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Immortality |
"What
you are lives on after you are gone" |
Money
and power are fleeting and do not represent the true
measure of your success. Your name, your principles,
your high standards and your virtuous conduct will
influence others long after you are gone. You achieve
success in your life through your character, and your
reputation will survive you. If you stand for worthy
principles, you will not be forgotten and your memory
will live on indefinitely.
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