The Brand Called You: The Ultimate Brand-Building and Business Development Handbook to Transform Anyone into an Indispensable Personal Brand

by Peter Montoya, Tim Vandehey

"Exploring the fundamental reasons branding is a part of the human psyche, this road map to understanding and creating a personal brand looks at the compulsion to instantly label things and people. It offers a gateway to molding the perceptions of influential individuals by explaining eight laws that lead to professional success, including the ideas that a brand must have a narrow focus and that it must reflect the true nature of the person behind it by exhibiting passions, flaws, goals, and gifts. Demonstrating that a personal brand is more than a slogan or impressive business card, this book offers a series of detailed exercises, from using icons and creating web sites to networking and exploiting public relations, for crafting and managing a powerful personal brand."

Genres: Business, Nonfiction, Personal Development

280 pages, Hardcover

First published December 1, 2002

About the author

Peter Montoya is a business coach who has specialized in guiding financial advisors for nearly 30 years, helping them achieve 20–25% annual growth with clear systems and accountability. He works exclusively with financial advisors, understanding their compliance environments, broker-dealer constraints, and marketing opportunities. Montoya designs tailored growth strategies, develops referral pipelines, positions personal brands in local markets, and ensures compliance-friendly marketing. He has coached hundreds of advisors, distinguishing effective approaches from wasted effort, and backs his work with a performance guarantee: clients reach their growth goals or receive a full refund. Based on decades of experience, he emphasizes focused systems, disciplined execution, and measurable results rather than generic advice, helping advisors unlock untapped growth and maximize their practice potential.

Reviews

[Michael · Rating 5 out of 5]

Very good book on personal & career branding.

[Robin]

I saw this author speak at NAIFA VT Conference. Very powerful speaker. Can't wait to read the book!

[Lori Grant · Rating 5 out of 5]

A must-read book on personal branding as you manage your career.

[Andrew · Rating 5 out of 5]

Excellent book covering the fundamentals. Perfect starting point in learning about personal branding.

[Lenetta Banks · Rating 3 out of 5]

Loved it!

[Liv · Rating 4 out of 5]

every one starting a business should read this