There are a lot of used car lots out there: places that sell a quick car and never have repeat customers. This may work if you have a never-ending line of new customers, but most of us don't have that luxury. There is too much competition out there - other people with more crap to sell and lower prices -- to rely on simply making a sale.

Establishing a brand is about establishing trust. A brand is a relationship that makes people feel a certain way. People expect a kinship with a brand; they merely expect a product from a seller.

You can get products anywhere. A relationship is infinitely more indispensable and significant to a buyer than just a one-time thing or service.

When you are developing your personal brand, you need to think about describing yourself in a way that grabs attention. But as soon as you make the first sale - whether that means an actual sale, winning a job, or getting an Internet date -- it's time to back up your brand with value.

Value is about quality. People want to know they are getting something for their money. If they need a service, they want that service to be excellent. If they want expertise or advice, they want it to be relevant and helpful. If they are looking for a product, it should be exactly as you advertised or better.



If your brand is known to be high-quality, you will sell more. Word of mouth -- via personal contact, professional contact, and the Internet -- will sell your brand faster than the most pervasive advertising campaign.

There is a lot of chatter on the Internet. Some of it is informative or entertaining or both, and a lot of it downright time-wasting. You need to be sure that when you put something on your homepage or blog, it is fun to read and ha some informative worth. Think about it - if you put even one nugget of constructive information in an article or post, and make it enjoyable for your audience, people will read it. What's more important: they'll come back for more.