What 5 ideas, emotions, or concepts that you think represent you best? This is the core concept in organizational and personal branding; Matching your intended impression with the perceived perception of others. We do this by being realistic, identifying what we want the perception to be, and doing everything exemplify: verbal interactions, language choices, the art on the walls, the color of our walls, and visual branding, such as our logo and public facing visual communications. Learn how to assess, improve, and shape brand, or else you may find that it has already been shaped for you, and not necessarily in the way that you had intended