With every brand we encounter, we have certain expectations. We base our opinions of brands on our past experiences with them, taking into account the logo, packaging and what we’ve heard others say about a brand or products and services. Subsequently, what we buy and how we use it is swayed by these brand expectations.
Businesses of all sizes take great efforts to accurately and strategically develop these expectations of themselves and their products or services in the minds of their consumers. Yet, it’s just as important for individual professionals to undertake similar efforts where their own reputations are involved. This is known as personal branding.
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