McNally, an author, speaker, and consultant in leadership and brands, and Speak, an author, speaker, and specialist in brand building, explain the concept of developing a personal brand as a process of discovering one's self and aspirations, arguing that the best way to establish a strong, memorable brand is to make a positive difference in the lives of others through lasting impressions that build trusting relationships. They describe how to identify key components of a brand, convey it to the world, see if it aligns with important relationships, and assess progress. This edition has been revised and updated to incorporate new material on how to use social media to build a personal brand and case studies of individuals whose personal brands have impacted the world, such as Temple Grandin and Terry Fox. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)
