Arriving in Hollywood, Los Angeles in 2005 with a strong career history behind me, a positive attitude and English accent, I thought I was well equipped to hit the ground running. It soon became apparent that brand Julia would have to adapt and enhance her gentile English ways if she was going to progress in Tinseltown.

Brand is at the center of corporate strategy. Some say it is the most valuable asset a company can have. It is a primary strategic asset as regards both competitive strategy and sustainable competitive advantage. Embracing the branding techniques used by corporate's and applying them to ourselves, could be instrumental in gaining competitive advantage in the job market place

For women in business, building a strong personal brand is a critical investment in the rise to the top. As Rita showed us so powerfully through the annual Interbrand Brand Index, strong brands have held their value even in difficult times. There is less risk in a strong brand and more chance of a return.