I recently joined the Joblogues podcast to discuss how anyone can use branding principles to position themselves for career success. On that episode, I broke branding down to its most basic level: "Your brand is not what you say it is, it is what the audience says it is."

However, I didn't get a chance to go deeper and explain that while this is true, you have a great deal of power to influence how your audience views you and/or your business.