The way people perceive you is the most important part of your success as a consultant.
Human minds compartmentalize, simplify, and put everybody into convenient categories.
You can probably quickly summarize your opinion of every person you know, and they can do the same for you. On this topic Newsletters Managing the IT Professional. Think about how you make your own purchases. You may not have a multimillion-dollar ad budget, but there are still numerous ways for you to control your brand. Without passion, you won't have the drive to create your brand.