Your personal “brand identity” may be preventing you and your company from reaching your full potential. So says Brenda Bence, author of How You Are Like Shampoo (howyouarelikeshampoo.com). Only when you learn how to carefully define and communicate your desired personal brand can you make it work for you. But first, she notes, you must overcome these two myths:

Myth No. 1: Personal branding is all about how you look and dress. A great “look” might fool someone briefly but will only get you so far. True personal branding encompasses how you perform, who you are, what you can offer, and what makes you distinctive. In short, your personal brand is all about your strengths, your talents, what’s unique about you, and what you want to be known for on the job.

Myth No. 2: Personal banding is all about self-promotion. Smart personal branding isn’t about marketing yourself in an obvious or intrusive way. You can consciously, but subtly, communicate your personal brand through your actions, reactions, look, sound, and thoughts.

For more on personal branding, download the September issue of FuelNet Monthly, an 8-page newsletter designed to help owners and managers of companies of every size maximize their marketing opportunities and grow their business. Other issue highlights include:

• How to develop a smart business strategy
• The keys to an effective strategy workshop
• Surefire tips for winning back lost customers
• Ways to market an event on a tight budget
• Tactics for creating a video case study

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