What do investors think you are?

Montoya says branding starts with closing the gap between perception and reality

Branding isn’t about who you are.

It’s about who people think you are.

In The Brand Called You, Montoya recommends starting your strategy by identifying the gap:

👉 How you’re currently perceived
vs.
👉 How you want to be perceived

If you want investors to see you as their go-to expert…

…then everything you do—from your email signature to your class titles—sho…