This section condenses down decades of professional experience into a few paragraphs that provide the basis for your action. Here you will find step-by-step instructions to guide you to clarify and amplify your personal or professional brand.


Absolutely essential: You must be brutally honest with yourself about your awareness of yourself, and, about how you are perceived by others. You need to attain both a high level of awareness about yourself plus an equivalent level of honesty about your overall pluses and minuses as a person and a professional even if attaining those things cause you emotional pain.

Start by reading this very helpful information about how you can know yourself.

If you get this first step wrong, you will not likely find success in rebranding yourself personally or professionally. So, no pressure.

Powerful people have personal brands that include all five of these essential elements covered in the free downloadable eBook below. You need to understand fully the answers to these questions if you hope to succeed in rebranding:

  • What you are like on the outside (your outward appearance versus your inner self)?
  • How well you communicate verbally and in writing in public?
  • What others perceive of your most dominant character trait (e.g., friendly, grumpy, warm, cold, reclusive, trustworthy, etc.)?
  • What it is about you that makes you unique compared to every other person?
  • What it is that you can do for others in your career or profession that makes you unique compared to every other person?


Your rationale or motivation for rebranding yourself personally or professionally must be crystal clear to you. Even if you nobody else in the entire world understands why you want to rebrand, it is vital that you know exactly why.

At the core of your rationale or motivation should be a sincere interest in achieving wellness in both the physical and emotional contexts. Read more about that here.

You need to write down your rationale or motivation in text form so that you can always return to it later on in case you ever happen to get distracted from what’s driving you to rebrand.


Rebranding means changing what you’ve got right now.

The third step is to embrace change Start by managing your fear of change. We all instinctively fear change because change can often bring about unknown or uncertain outcomes. It’s easy to stay just as you are. Don’t do that.

In everyone’s life at any given moment are at least two opposing pressures that never stop working. On the one hand we all feel safer if we live in an orderly and organized context. Yet, the tendency towards unpredictability and chaos is ever present, too. What happens when these two things attempt to share the same space in your life and in your head is the greatest opportunity for creative change. Read more about this.


Begin to move your efforts to rebrand out from merely existing within the space between your ears. Disney wisdom teaches us, “When you wish upon a star, your dreams comes true.” But, there’s an awful lot more that goes into making dreams come true than mere wishing.

You must show that you have gravitas or a reputation out there in the world. Thinking about or wishing for a reputation out in the world is only the start. You need to make it happen. This step cannot remain solely inside your brain.

You will want to have your own eBook. You will want to have your own website.

Those two artifacts of a brand are essential to have. Why? They establish your credibility and your value in the real world. There is just no way to rebrand unless you have an eBook and a website. And, yes, even when you have an eBook and a website, you also have to invest the time, energy, and money to make prudent and ongoing use of Facebook and Twitter to promote your brand to your target audience.


The last step is to evaluate the progress you have made in your rebranding and respond appropriately and accordingly.

Make changes in your promotional or marketing strategies and tactics if you discover that you are not making the amount of progress that you want to make. You can retool repeatedly. Don’t focus upon how many times you need to make changes in all this. Rebranding usually is a journey, not a destination.