Dive into the intricacies of personal and business branding with this comprehensive guide. Explore strategies to expand and contract your brand effectively, emphasizing the significance of authenticity and simplicity. From the importance of names to the impact of logos, colors, and global considerations, each chapter delves into critical aspects of branding. Uncover the nuances of branding in the digital era, navigating naming conventions and globalism online. This book offers insights into extending brands, subbranding precautions, and the pivotal role of categories. Whether establishing your personal brand or refining your business identity, this guide is your roadmap to strategic and impactful branding.