You are chief marketing officer for the world's most important brand. It is a role you should embrace even if you reluctantly accept the position. Why? No one else has more at stake in your brand's success than you. Adopting a personal branding mindset gives an edge over competitors that do not think the same way. As a brand, you are always open for business. Your task is at the same time straightforward and formidable: Manage the brand identity you wish to project. More importantly, it is a blueprint to professional and personal growth, setting standards for the three dimensions of a personal brand: -who you are (Meaning) -the value you offer (Makeup) -interactions with others (Message). Brand New Year gives 52 ideas for strengthening your personal brand. Take one idea each week over the next year and experiment with it. The Brand Builder section at the end of each chapter is a call to action for that personal branding idea. Try it for one week; you have nothing to lose except brand traits that have been limiting your growth You may adopt some ideas, not fare well with other ideas, and even dismiss some ideas as not for you. That is OK; the aim is to try tactics that could aid in brand building.