I recently read an article from the Winter 2009 issue of The Strategist which interviews Jerry Wilson one of the co-authors of the book Managing Brand YOU: Seven Steps to Creating Your Most Successful Self. In the article Wilson describes what we can learn from iconic brands when branding ourselves as individuals.

He says that the first thing to realize is that a brand is merely a promise to a group of target consumers, plus the experience those consumers have — which results in the relationship that consumers have with that brand. In his words, "It’s a simple equation of promise plus experience equals relationship. So, as a personal brand, the first question we should ask is, What is our promise to people who matter in our lives, and are we delivering against that expectation?"

After reading this article I remembered the cover of a Fast Company issue that I have kept since 1997. The cover of their August-September issue was emblazoned with a graphic representation looking a little like a Tide detergent logo that yelled out The Brand Called You. That was perhaps one of the first insights for many to begin thinking of themselves as brands apart from their fast companies.

As the project manager of your own brand you have the future in your hands. It’s empowering because your job doesn’t define you. Who you are does. That's why I believe that the current economic downturn will result in many more entrepreneurs who have the courage to be themselves and create the companies that they want to create.