Introduction: Theory, Schemory, I've Got a Business to Run
Part I. The DNA of a Personal Brand
Chapter 1. Why Brand Yourself?
Chapter 2. How Personal Branding Works
Chapter 3. Getting and Keeping the Cream of the Crop
Part II. The Brand with Three Brains
Chapter 4. Specialize or Spend
Chapter 5. Branding Channels
Chapter 6. Creating Customer Delight
Part III. Anatomy of a Personal Brand
Chapter 7. Brand Identity
Chapter 8. Personal Brochure and Personal Postcard
Chapter 10. Public Relations and Community Outreach
Chapter 11. Networking and Referrals
Part IV. It's Alive! Bringing Your Brand to Life in 12 Months
Chapter 13. Create Your Branding Strategy
Chapter 14. Launch Your One-Year Branding Plan
Chapter 15. Maintaining and Defending Your Brand
