By Regine Azurin
Expert Author

This article is based on the following book: The Brand Called You: “The Ultimate Brand-Building and Business Development Handbook to Transform Anyone Into an Indispensable Personal Brand” By Peter Montoya Published by Personal Branding Press 2003 ISBN 0967450659 278 pages

What does it mean to consider yourself a brand? When Ralph Lifshitz wanted to become a famous fashion designer, he didn’t start by working 24 hours a day designing clothes.

The first thing he did was to change his name to Ralph Lauren. Branding seeks to create a better perception. Not a better product. So your role is to make the changes necessary to create a better perception. The principles for creating a “Personal Brand” are spelled out in great detail in “The Brand Called You. ” In this book, you will understand, too, that it’s not enough “to understand the principles. ” What you will need further is the flexibility of mind to actually adopt and use these principles.

This book is about more than helping you survive your first year of business. It’s also about getting out of your “survival mode” and turning your business into a consistent profit-making venture. It’s about reaching the potential you know your business has. Most of all, it’s about your branding being as strong as your skills, and making more money than you ever thought possible.

By: Regine P. Azurin and Yvette Pantilla http://www.bizsum.com "A Lot Of Great Books. . . . Too Little Time To Read" Free Book Summaries Of Latest Bestsellers for Busy Executives and Entrepreneurs

Mailto: mailto: freearticle@bizsum.com BusinessSummaries is a BusinessSummaries.com service. (c) Copyright 2001- 2005 , BusinessSummaries.

About the Author:
Regine Azurin is the President of BusinessSummaries.com, a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.