All successful brands leverage what is genuinely unique about them. Volvo separates itself from other car manufacturers by their promise of safety and security. That's because they produce safe cars. Similarly, Oprah stands apart from other entertainment personalities in her love of - and commitment to - humanity. You see the proof of this in the guests she invites onto her show, the movies she chooses to produce and the philanthropic organizations that she supports.

When you build your brand around your authentic self, you embark on the right path to success and you gain tremendous satisfaction from what you do. Branding is not about projecting a false image for the outside world. This tactic is destined to fail. Remember what Anne Morrow Lindbergh once said  "the most exhausting thing you can be in inauthentic."  

In a world where everyone is trying to influence and change you, personal branding gives you permission to be yourself. Nothing is more refreshing and liberating than that. And those who do this not only increase their confidence, visibility and motivation, but they also reach success beyond their dreams. You need only look at successful authentic personal brands like Richard Branson, Bill Gates, Madonna and Tiger Woods to see that this is true.

Brands who are based in authenticity can also bounce back from adversity much more easily.  Apple has experienced a renaissance by staying true to its brand promise of difference and creativity.

I was asked by a reporter to comment on whether the Martha Stewart brand will be able to rise again despite her being implicated in alleged illegal stock transactions. And my answer was "Yes. I think she will recover and reign again as America's Domestic Diva."

It would be much harder to triumph over a scandal that was core to her brand. If, for example, we learned that Martha really couldn't make paper mache Easter eggs or she didn t really create any of her recipes, America's trusted guide to stylish living (as her web site describes her) would not be trusted anymore. That s because those revelations would be in direct violation of what Martha is all about - her brand.

Remember Milli Vanilli?  They were the greatest pop duo to hit the Billboard charts since Simon and Garfunkel and they won the best new artist  award in 1990. But soon after, when they were discovered to be lip synching, they disappeared faster than a snowflake on a hot summer day. You can't even hear a Milli Vanilli song on the radio anymore.

Of course, to build your brand around your authentic self, you need to be wholly self-aware and committed to using what makes you unique to guide your career or business. This requires having a clear vision and purpose, knowing your passions and values and documenting your goals.

When building your personal brand, remember 'A is for Authenticity'.  Base your brand in reality - what is true and unique about you. Staying true to yourself, although challenging in a world with so many external pressures, provides the foundation on which you can build a winning brand.

We'll talk about the Bs and Cs of personal branding in upcoming issues of reachBEYOND, the Reach newsletter. If you would like to receive the newsletter each month, click here.

To learn how to unearth what is unique about you and discover your true brand, check out the Brand Discovery Workbook or learn about the Extract Phase of the Reach Personal Branding Process.

> move onto B for Brevity