I certainly never expected that Personal Branding would become a key part of my life or professional career. It makes me wonder if Isaac would have predicted it would be such a critical part of his; and yet, as I look back on my life thus far, its usefulness to me (and its drawbacks) are apparent and obvious.
It was my personal brand as a great math student that led my former teacher to suggest that I should tutor on the subject. It ultimately became a strong source of income while I was in college. It was my reputation for authentic and insightful conversation that led me to host a podcast that was listened to in nearly 100 countries within 3 years. Likewise, it was my knack for networking that opened doors to host business and social events, foster relationships with mentors, travel, earn promotions, and more.
Beyond my skills, my personality and my character also mattered: the way I carried myself and treated others shaped the most fruitful friendships, while my flaws also led to difficult and even emotional ends to others. My reputation for the kind of man I was led to introductions, job and business opportunities, and referrals. My life has tremendously benefited and at times taken hits, due to my personal brand.
For nearly a decade, I have been obsessed with reading books on personal development, from business, communication, emotional intelligence, leadership, productivity, psychology, sales, wealth, and related genres. Amidst all of these discussions, your individual personal brand, your credibility, reputation, and ability to influence others, plays a pivotal role in your success, but it’s rarely given the attention it deserves.
I recently picked up my old high school yearbook. As I flipped through the pages, I noticed two things almost simultaneously. First, I remembered people. My experiences with them and what I had recently seen on their social media, influenced my reactions. As I read their names and saw their pictures, I recalled some of them with fondness, others with disappointment, and for many, I simply wondered what had become of them and where they were in life. Second, I saw their notes about me: my reputation for being academic and studious, my personality, and my ethos. Of course, a yearbook only includes the positive notes, so it also made me wonder what they would have previously said about my faults.
Our personal brand is the recognition our name gets, what we’re associated with, and the reputation it carries in terms of character and credibility. Who we are, what we do and how well we do it, the way we carry ourselves, and how we treat others all affect how we are remembered, if at all. What we share about ourselves, online and otherwise, is a continued expression of that.
In a world where anybody can have a platform and information is abundant, what separates us is our “personal brand.” More specifically, that unique combination of our “person” and our “brand.”
But what does that entail?
That's what A Manifesto on Fame and Influence is all about.
So, what is your goal?
- Fame and popularity?
- Being followed and in demand in your field?
- Making money?
- Being known as an expert, innovator, leader, or visionary?
- Landing your dream job or promotion?
- Leading a phenomenal team?
- Positively impacting a community?
- Attracting investors?
- Finding your dream partner in life?
- Getting to work with your favorite brands as an ambassador?
- Owning a successful business?
- Getting elected into public office?
Regardless of what it is you are pursuing, along with the skills that are required to do well, your ability to intentionally and strategically direct your own personal brand, credibility, and reputation will be a key factor in your success.
It was August 11th, 2019. Two days before, I had spontaneously decided to launch The Eric Chow Empowers Podcast, a show that would later have listeners in 96 countries around the world before I ended it. I was on Twitter, or X as it is now called, when I saw this tweet by a man I had been following for a few months: “I’m looking to go on a podcast tour!” Being a new podcaster, I shot my shot.
Imagine my surprise when it worked! Isaac Mashman, a few short hours later, gave me his phone number. Years later, Isaac and I found ourselves working together, consulting clients and developing our philosophy and tools on personal branding. We were honing our skills as businessmen in a venture that later led Isaac to publish the First Edition of Personal Branding: A Manifesto on Fame and Influence, and eventually, the creation of Mashman Consulting Group.
While I believe any notable business leader, entertainer, influencer, professional, or politician, would acknowledge the importance of having a following, solid credibility, and a stellar reputation, few possess Isaac’s depth of understanding on the subject. The analogy that comes to mind is this: if we brush and floss our teeth for good oral hygiene, why are there dentists? Isaac is that expert.
I've witnessed firsthand Isaac's insightful perspective. Countless times, he's encountered content: an article, podcast, or video discussing personal branding. He would then offer his own analysis, acknowledging valid points while often revealing a more nuanced, compelling perspective. I'm confident you'll have the same experience as you read and digest this book.
The Second Edition is a far more thorough deep-dive into the intricacies, principles, strategies, and often not-thought-about challenges of building a far-reaching and long-lasting personal brand. Regardless of the scale in which you decide to build your own, contemplate what it means to have an unrivaled personal brand and how you might define success.
If this man from Union City, California can be so bold, I believe this book will evolve to be the Think and Grow Rich and How to Win Friends & Influence People on personal branding: THE differentiator in the 21st century.
Eric Chow · @ericchowrealFrom Personal Branding: A Manifesto on Fame and Influence, Second Edition, by Isaac Mashman (Mashman Publishing, March 7, 2025). Reproduced in full; the book’s dashes are set as colons and commas, in this site’s style.