This document summarizes key steps for developing and maintaining a strong personal brand over time. It discusses how others form instant impressions and the importance of intentional branding. The author recommends following the C.A.R.E. criteria - be credible, authentic, reliable and effective. Additionally, one's personal brand must convey uniqueness that differentiates them from others with similar skills or resumes. Developing an elevator speech using the four Ps (plan, position, prepare, practice) can help effectively communicate one's unique personal brand. Maintaining the brand over time requires consistently demonstrating the C.A.R.E. criteria through credible work, authenticity, reliability and effectiveness.