BRAND CHANNEL -- William Arruda points out several benefits of being a strong brand are tremendous. If you personally cultivate a strong brand, you command higher pay or fees. Your company's strong brand ensures it can thrive during economic downturns. As a self-employed professional, you get to choose the clients, assignments or positions you want PLUS you can transition your business or career with ease. Arruda believes strong brands have something else in common. They all exhibit the “three C’s” of branding: Clarity; Consistency; and Constancy.
William Arruda -- "Three Cs of Personal Branding"
Trevor Cook -- "When a brand is damaged"