a. Make a stand on what you represent which takes courage
b. Identify with what is working and what is not working in your world
2. Define who you are and what you are about vs. what you do
a. Start with your client first and this will drive who you are
b. Involve yourself in something bigger than you by defining your true contribution to society and your community
3. Determine specific facets of your personal brand and qualities that give you the edge in the marketplace
a. Start with service first and know that being weak at service is not an option, so start with great news and share that with those around you
b. Know your presentation by specifically stating the clear points of what you offer
4. Create your message: Know your brief script on yourself
a. Remember, 90% of what we do is psychology and 10% is mechanics and when you are describing your message, you must have it fueled with energy and passion
5. Position yourself as someone who people call upon as "the expert" as it pertains to your business and your life
a. Create a necessity of what you do vs. and option
b. If you brand yourself as a part of life, and market with that rule in mind, people will make you the go-to person for all of their needs pertaining your business
