It is a tough and competitive business environment you live and it is getting more and more difficult to achieve your goals. You have to stand out among your colleagues and competitors. You have to work hard for career advancement, and better compensation.

Whether you are a senior executive, an entrepreneur or an employee, this book will show you best way to succeed, accomplish your personal and career goals, outshine your competition and differentiate yourself from pack. David F. D’Alessandro shows you how to stand out from crowd by developing your own “personal brand”; and provides valuable lessons in etiquette of reputation building.

What is Personal Brand? You need to realize that success does not only come from hard work and appropriately playing part. To be successful in business and in your career, you must be able to distinguish yourself from rest of pack - you need to develop, build and defend your reputation.

Personal branding is a way you manage your career or business. It is a way of communicating that makes you different and special. By using these qualities you can distinguish yourself from your peers so that you can expand your success.

There are 10 rules you can follow for building a successful personal brand and keeping it:

Rule 1: Try to Look Beyond Your Own Navel - The biggest obstacle in building a positive personal brand is your own ego. In order to develop an attractive personal brand, you need to have self-respect and you need to respect people around you.

Rule 2: Like It or Not, Your Boss is Coauthor of Your Brand - You must realize and accept fact that early on in your career, your boss will reap most of rewards for ideas you give, money that you brought in, etc. This is how corporate world operates. Do not fight power structure. Instead learn how to play and live by it.

Rule 3: Put Your Boss on Couch - Not all bosses will help you. It is best that you recognize what type of personality your boss has so that you would realize what advantages and disadvantages this person can cause to your brand.

There are some things to consider when deciding signage needs of your business. You may need to ask, “How large of a sign do we need to install?” or “How big should we make letters on our dimensional sign?” You may question whether to use some type of architectural lettering or simply have a panel sign.

The outcome of these decisions could possibly steer more business to your door or allow many potential customers to routinely pass your business without ever seeing your sign. Having a sign which is too small is a common problem; however, solution is often to get a bigger sign with more lettering on it! Because you have more space does not mean you need more wording. Your sign must contain a quickly digestible message. It must be seen, read, digested, and (hopefully) acted upon, in a very short period of time.

According to several studies by various organizations, a minimum sign letter height of 4” is required for message to be read at a distance of 100 feet. We aren’t talking about digesting what has been read or acting upon it… and let’s not forget fact that they will have to notice it is even there! The distance of 250 feet will require a minimum 10” sign letter, and a 16” letter will be needed for sign to be read for a city block. When you get to 500 feet, you’ll need a 22” sign letter for message to be understood.