Personal branding. It's a phrase coming up more and more across every aspect of the media and being used by those apparently “in the know”, but just what is it? In a nutshell, it is taking control of the marketing of YOU - building a future the way you want it to be rather than one that others set for you. But where do you start the planning? By being clear on your values and identifying your strengths, you can then capitalise on these to build value for your personal brand. Match these strengths to the opportunities in the wider world, and you are on the route to success. Yet that is just the beginning.

Any personal brand must be very clear as to what makes you different, why you’re different, and why should anyone believe it. With the elements in place, you can then focus on communicating your brand values to your chosen segments. You need to think carefully about how and what you communicate. Do you Twitter, use Facebook, write articles, blog, network, engage in public speaking? Look at your spider’s web of networks, identify the key people in your “market” and who they link to, and what messages to deliver to which web.

Sound too scientific? It doesn’t have to be. You just need to be guided through the process by an expert. Everyone must have a concise plan in place and a strong “value driven” message for their brand to be consistent and trusted. Trust is so critical to any great brand’s success. That just leaves going out there and working hard, living the brand, and enjoying the rewards of being able to manage the REAL you in the way only you know and understand. It could just be the start of a new chapter. A chapter that liberates the person you always wanted to be, leaving time for you to stop worrying and instead just enjoy the freedom.