Contents at a GlanceIntroduction ................................................................ 1Part I: Why Is Personal Branding Important?................. 5Chapter 1: Showing the World Who You Are .................................................................7Chapter 2: Appreciating the Power of Branding..........................................................25Chapter 3: Case Studies in Personal Branding Success..............................................39Part II: Knowing Your Brand ...................................... 53Chapter 4: Defining Who You Are..................................................................................55Chapter 5: Spotting Your Target Audience ..................................................................87Chapter 6: Knowing Your Niche — and Your Competitors......................................101Chapter 7: Crafting Your Personal Brand Profile.......................................................113Chapter 8: Writing Your Story......................................................................................125Part III: Communicating Your Brand with the World .....139Chapter 9: Branding Your Traditional Communication Tools.................................141Chapter 10: Communicating Your Brand Online .......................................................161Chapter 11: Planning Your Personal Brand Communications .................................195Part IV: Controlling Your Brand Ecosystem ................ 211Chapter 12: Fashioning Your Image to Match Your Personal Brand ......................213Chapter 13: Your Visual Identity: Making Your Mark onYour Brand Environment ...........................................................................................233Chapter 14: Focusing on Special Populations ............................................................251Chapter 15: Building and Nurturing Your Network...................................................271Chapter 16: Personal Branding in the