You can’t brand your way past a bad experience

Montoya’s third “branding brain” is the one most agents ignore

You can specialize. You can market like a machine.

But if the actual experience of working with you doesn’t match the brand you’re projecting—your personal brand starts to crack.

In The Brand Called You, Peter Montoya explains that creating client delight is the “third brain” of your brand. It's the proof that everything you said was true.

It’s what makes …