William’s Words: Confidence – The Killer Brand Attribute

William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.

Confidence – The Killer Brand Attribute

I was in San Jose, California recently meeting with one of my clients who is absolutely magnetic. She has a giant fan club. Everyone wants to speak with her. In fact, we had to find a private area for our meeting so we wouldn’t be interrupted by her adoring fans.

What makes her so attractive is her confidence. She exudes it. And what makes her confident is her complete authenticity. She’s comfortable in her own shoes and is willing to be who she is – all day, every day.

If you look at the strongest brands in the world, you see they are extremely confident. In fact, confidence and being an excellent communicator are the only two attributes all strong brands have in common.

Are you exuding confidence? Are you being your authentic self?


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