ABSTRACT
The persona includes spouses, children, sports, eating preferences, drinking habits, and all the rest. In the parlance of social media, the persona is all the direct and indirect things that build a personal brand. Millions of little decisions build the brand, and every leader should pay attention to the brand. Self-awareness is more than understanding one’s strengths and weaknesses. A leader needs to show humanity, needs to open the heart when appropriate, and what easier way to do it than with a smile. President Trump recognized the power of the brand and used it early and often. Think of the demands each day when any leader gets out of bed. A leader like Donald Trump who is in a battle each day with the Democrats and fighting impeachment as well as dealing with other countries, friend or foe.
