OVERVIEW As a professional in the workplace, the way you conduct yourself plays a part in establishing your reputation. Your reputation is also known as your brand, which is who you are, how you differentiate yourself from others, and how others see you. By completing a self-assessment, you will have a better idea of your strengths and weaknesses. The self-assessment process will help you understand what you think your reputation is as a professional and how you see yourself. You can then use personal branding to establish the reputation you want as a professional and the way you want others to see you. Personal branding can help you build a reputation that helps you fulfill your goals and achieve success in a career. Personal Brand Outcomes 1 Summarize the importance of a personal brand. 2 List steps for creating a personal brand statement. 3 Explain the purpose of a personal commercial. CONNECT TO YOUR CAREER Workplace Connection 3-1 Personal Brand 3-2 Personal Brand Statement 3-3 Personal Commercial 3 CHAPTER 40 Copyright Goodheart-Willcox Co., Inc.