looking in the mirror 

In our interview, William Arruda mentions he was inspired to leave his secure job and make a leap into his own business by Tom Peter’s ionic article, “The Brand Called You,” featured in Fast Company in 1997.

This article opened the door to the concept of personal branding. Tom Peters could see that we were moving away from the traditional environment where you got a job, you stayed there for 20-30 years, you retired, got your gold watch and you were done. We were quickly moving to a world where there would be a lot of disruption, change and competition.

Therefore, workers would have to think of themselves as brands and market themselves as such. In the much more competitive world of work to come, they would be faced with answering difficult questions: Who am I authentically? What differentiates me from others that have the exact same background, training, and education?

Here we are 16 years after that article came out, and it’s absolutely true. Personal branding is more important than ever. It’s all anyone talks about now. Tom Peter’s article is still relevant – what have you done to cultivate the brand called You?


Rasheryl McCreary is host of the show The Leader & The Muse on VoiceAmerica’s Business Channel.  She is also a Leadership Coach and the President of TAO Leadership Development, Inc. a coaching firm specializing in Personal Branding and Leadership Presence for executives and entrepreneurs. As a Personal Brand Strategist and Leadership Presence expert, Rasheryl has coached over 1,000 executives from Fortune 500 companies, government agencies and non-profit organizations.

Known for her authenticity, engaging presence and masterful coaching, Rasheryl helps executives and entrepreneurs tap their unique values and strengths in order to increase their visibility, build stronger relationships and drive extraordinary business results. Rasheryl has coached leaders in the following organizations: American Express, Coca-Cola, General Electric, HBO, Booz Allen Hamilton, The Central Intelligence Agency and Harvard Business School, to name a few.

As a business expert, Rasheryl has been interviewed by National Public Radio, the Cleveland Plain Dealer and Cleveland Magazine. In addition, she is the recipient of the prestigious Marshall Memorial Fellowship in 2005 and the Northern Ohio Live Award of Achievement in 2001.

Rasheryl earned a Leadership Coaching Certification at Georgetown University, a Bachelor of Arts degree from Case Western Reserve University and is a graduate of the Artist as Entrepreneur Institute.