When developing your personal brand, there is an important piece of the process to consider [and] that is understanding the difference between a commodity and a brand.

Commodities compete on price. Think in general of a mid-size car; one Honda Accord is interchangeable with another. Same for vehicle maintenance intervals – one oil change service interchangeable with another.

But when you think about a brand, it is unique. There is something about it that’s special; so much that you will pay more just to have it.

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