We all have a personal brand whether we realise it or not. It determines not only our long-term earning potential but also at times our future opportunities. A strong personal brand cannot be faked, it needs to be authentic and is refined over time by being consistent and professional. The goal of this book is to get practical about building and maintaining a strong personal brand. In a world where more assistants are competing for fewer positions we need to become aware of the value of our own personal brands, and how to make our brands work for us. We need to know what the things are that build or damage our brands, and how we can ensure that our brands are considered desirable. This book will take you on a journey in which you will analyse your own brand’s health, learn tools for brand building, understand the brand breakers you might encounter in your life, and discover brand recovery strategies, by the end of which you will be able to establish and maintain your own brand as a premium one throughout your career.