It is useful to think of branding as having two components – the lock and the key. The lock refers to the target audience that has a need, and the key is the image of the product you create to fill that need. In the case of your personal brand, you are the product. You have more control if you create your own brand key (image). If you don’t, others will create one for you. More often than not, the image they create will be unflattering or harmful because too many people have a negative agenda, lack branding expertise, or have a natural inclination to compete with you by highlighting your weaknesses. To be successful, you need to project the image that fills the needs of your target audience. [Source: Business Insider]
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