You've probably watched the PC vs. Mac ads. A hip, trendy guy says he's a Mac. Then a nerd says he's a PC.

They hold a verbal exchange emphasising common PC weaknesses, countered by the benefits of using a Mac. The ad is obviously run by Apple as an attack on their rival Microsoft. Apple promote brand values such as simplicity, performance and fun.

Recently, Microsoft have run a parody on the campaign with people in all walks of life admitting that they are a PC, stating what they do for a living. Through the ads, Microsoft promote being commonplace and part of a community of millions. They also emphasise that ordinary people (PCs) can do amazing things.

Now the timing of this add is very topical for me. I've been frustrated with the PCs I've been using for a while. The 2 laptops that I tend to flit between take an average of 7 minutes to be ready to use when I turn them on. My expensive 17 inch HP laptop has a battery life of 20 minutes!

So, when Apple recently launched their new aluminum Macbook, I'd already decided that enough was enough. Influenced by the advertising, I took the plunge. Although I'm still getting used to the differences, 3 days into using it, I'm already blown away. It boots in 7 seconds and has a battery life of 4 hours.

Because Apple designs and builds its own computers and the software that runs on them, they are in control of their brand. They control what it looks like on the outside and how it thinks on the inside. The overall behaviour of the Mac is designed by one company.

Microsoft on the other hand produces software and relies on manufacturers to produce compatible computers. Microsoft is reliant on others who ultimately influence how a PC looks and behaves. Remember, Apple ads don't attack Microsoft, they attack the 'PC'.

So this got me thinking...

If I were to look at your personal brand....

Are you in control of every aspect of it? Do you decide the way you look, think and behave?

And, do you do as good a job as Apple? Is there the same attention to detail around appearance, thoughts and behaviour? Is it designed meticulously around a purpose?

Or, are you reliant on others to deliver some part of the way you are perecived?

Your personal brand is crucial to your personal impact.

A great way to get a better understanding your personal brand is to choose a product (it could be a computer, car, mobile phone or clothing) and ask yourself the question 'If I were this item, which brand would I be and why?"

You'll find yourself associating with brand values that are important to you. These are metaphors for your own brand values.

The difficult part is then working out how to Stand Out so that the people you interact with automatically associate you with your brand values.