More and more people are asking themselves this question. For a number of reasons this is becoming increasingly important. The economy, the expectation that everyone and every organization stand for something and the new normal are just some of the reasons why people are coming to this realization. In the past few decades people and the organizations that they worked for threw caution to the wind and believed that they would always land on their feet.
Those days are in the past and might stay there. People and organizations are going through an introspective process of determining what is important to them and understanding that core values and mission are more than words on a piece of paper. A purpose and core values are increasingly guiding personal and organizational brand. Consequently the alignment of personal and organizational brand is expected.