Despite wide-held belief, building a lasting, successful career or business is far more than about who you know. Anyone who has done so will be the first to tell you this. In reality, it comes down to building long-term prosperous relationships. It is not about who you know; rather, it comes down to:

1. who knows you,
2. who likes you, and
3. who trusts you.

In today's economy, when EVERYONE is in business for him- or herself (which has been the case for more than 20 years), we hear quite the buzz about “personal branding.” Indeed, Harry Beckwith in his classic book, Selling the Invisible, states very clearly: “Nothing beats a brand.” Further, he emphasizes, “Invest in and religiously preach integrity. It is the heart of your brand.”

“Branding” for many of us can seem overwhelming...even gimmicky. In reality, your personal brand is simply your positive reputation that precedes you.

That’s it, folks. It’s not about slapping your name on mugs and pens (although marketing does play a vital role in the process). As we have seen with the rise and fall of so many prominent people, most recently Tiger Woods, the “life-blood” of your brand comes from your integrity, guided by ethics.

Why else does the Disney Corporation spend tens of millions of dollars each year to monitor—and to some extent—control the every movement of its latest child stars such as Miley Cyrus and the Jonas Brothers? Because each one of those performers is a brand that is closely tied with that of Disney’s. These performers are held up as positive role models for our kids, which makes us want to watch their shows, see their movies and buy their stuff.

It is also why Disney goes to great lengths to ensure that its popular talent keep their noses clean (figuratively speaking, of course). The revelations about Tiger Woods reveal just how valuable a personal brand can be…and how fragile it is as well. I’m not trying to beat up on Tiger…but when his personal transgressions were revealed, that instantly destroyed a singular brand that took decades to build. It will have a profound impact on his personal and professional life.

It will also have an impact on all those who saw Mr. Woods as a role model.

We are all charged with building a personal brand—and to repeat: your personal brand is simply your positive, TRUSTWORTHY reputation that precedes you. That’s it.

So as you begin a new year—indeed a new decade—start with making the most of today’s opportunities, and let sound ethics be your guide. Deliver more in use value than you take in cash value. Build your reputation, and your brand. It is ironic how more millionaires are created during economic adversity than during times of “prosperity.”

But as you go forward, you must learn what we call The Ethics of Success, primarily for two reasons:

1. To help you build your reputation and relationships that will fuel your career, and
2. To help you stay on the narrow path, and be mindful of the traps into which so many before you have fallen, to only realize it when it was too late.

In 2010, remember this: Between where you are now, and where you want to be, there is DANGER.

Allow The Ethics of Success to be your guide.

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