You are uniquely unique, don’t settle for less and never try to fit in

Without differentiation you have no brand

Be abnormal; being normal is too predictable for your brand.

Personal Brand Focus: Immediately you try to reach the masses with your brand you dilute your brand's power and falls into the average zone. You cease to be remarkable

Brands that stand out from the competition are purposefully disruptive or different

Strong brands are not built through shortcuts and copycats