This bestselling work describes how the art and science of brand building is typically identified with businesses, products, and services, but that personal and professional relationships can also be seen and managed in this very practical and effective light. The authors present "personal brand management" as a real-life professional development tool that creates and reinforces strong, enduring relationships fueled by each individual's core values and beliefs. McNally and Speak show how to conceive, convey, and manage a distinctive, relevant, and consistent personal brand-an accurate reflection of who you really are.

This revised edition leverages its past success (brand equity) to take advantage of the increased acceptance of personal brand as a personal and career development framework and for creating a competitive edge. Drawing on eight additional years of research and experience, the authors offer new information emphasizing the importance of relationship alignment; differentiating between a brand and a strong brand, and showing how social networks have impacted the branding process and how to use social networking to build a strong brand.