Chapter 2

Perception, Self Concept, and Brand Identity  

Perception is an important part of the communication process inside and outside the workplace. It is important to recognize that other people’s perceptions may be different from our own in several ways. Before we look at understanding your audience, let's first look inward at understanding yourself.   

Your attitudes, values, and beliefs are developed by your culture, experience, role identities, and goals. What you value and pay attention to will significantly affect how you communicate and how others perceive you.  

As you find a deeper awareness of your identity and what is important to you, and determine how you want to be seen, you'll start to develop a personal brand.  In the next few sections, we'll explore the building blocks of developing your personal brand strategically to communicate your value and accomplish your career and life goals.