CHAPTER 1Why You Need a Brand—and Why Your Brand Matters
Who you are, what your values are, what you stand for. … They are your anchor, your north star. You won’t find them in a book. You’ll find them in your soul.
—ANNE MULCAHY, FORMER CHAIRMAN AND CEO, XEROX
THE CORE OF YOUR LEADERSHIP BRAND is who you are and what you stand for. You find it in your heart and your soul. The brand begins with the story of you—the experiences that defined you, the lessons you learned, and the ways those lessons shaped your values and beliefs. Once you understand the essence of your brand, you will be able to communicate it to the world. It will become a powerful force, creating positive results. You will be able to leverage that brand of yours to drive tremendous ...
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