The London Book Fair (this week) was a bit on an overwhelming affair: hundreds of stands of publishers large and small, including some of the world’s biggest, plus booksellers and authors, not to mention about 40,000 visitors. A riot of brands and business, all with the core product of books (now including digital books of course), bidding the whole thing together.

People start businesses for all sorts of reasons. Freedom to be their own boss being a prime one. Making a mark on the world is another, as is to achieve a better work/life balance.

Many people are familiar with the term ‘personal branding’ yet many people are just not comfortable seeing themselves as a brand. But the truth is, whether you do, or not, it is important to understand that others will be forming impressions about you even if you are not aware of this happening.