Step Three
EXUDE—MANAGE YOUR BRAND ENVIRONMENT

Exude

• Be On-Brand in All That You Do
• Get a Visual Identity
• Increase Your Career Karma

Up to this point, you have uncovered the brand that is you, and you have built a plan to communicate your brand message to everyone who needs to know about you. Now, in the Exude phase, you will make sure that everything that surrounds your brand is sending a consistent on-brand message. The Exude phase is important because it supports brand consistency. When everything about you and around you sends the same on-brand message, you position yourself clearly in the minds of those who will make decisions about you. In this phase, we work on “packaging” you, but as we have said throughout this book, the package must be authentic. In the Exude phase, we focus less on what you do and more on how you do it.