ABSTRACT
All brands are constantly assessed by users, as much as Personal Brands are by stakeholders; so any brand crafting must ensure that in setting the brand or Personal Brand up for assessment, it is actually and realistically capable of offering those users a unique and so differentiated delivery (fact-driven performance) dimensions. This assessment is essentially articulating what the competitive advantage of the brand will be. The biggest challenge when considering the image characteristic of a brand profiling table is not that it is hard, but that everyone is convinced it is very straightforward. Image to most people, even regrettably to many marketers, is purely the function of clever design, advertising (great, good or even awful) and crafted copyrighting. This is frequently the view held by those in business-to-consumer (B2C) markets, where the visualisation of the brand is foreseen as being limited to a logo.
