Probably 80% of the people reading this have just gone "Michael who?" And that's fine, because the chances are that if you've never heard to Michael Porter it's because you didn't need to. For the other 20%, though, he is likely to be a major figure in many professional conversations, or at least in their daily thinking at work.
I've said before that everyone has a personal brand, whether they know it or not, but we ALL start life as mavericks. A new born baby has no personal brand. It is a blank slate, free thinking, with no preconceptions, no attitudes, no expectations. Over the years, various institutions stamp their mark on us – first family, then culture and a succession of schools, then the companies we work for. Their influence extends into how we think, how we talk, how we dress, the people we mix with, and every other aspect of our life. And all of these make up our personal brand.
It's what we do with those influences that mark out the kind of personal brand that we build for ourselves and the more I’ve thought about it, the more it seems to me that there are 3 levels of personal brand