Let's tune up your personal brand

"This changes everything."
The idea that "you are the brand" isn't new. As more of us find ourselves out in the wilderness on our own, it does matter. The idea: how are you perceived by others? Particularly, others with money to give you if they perceive you just right.

Ira Kalb is president of Kalb & Associates, an international consulting and training firm, and professor of marketing at the