The document discusses how to create an effective brand through 10 steps: 1) investing time, 2) discovering yourself, 3) creating a value proposition, 4) planning strategically, 5) developing an identity package, 6) building your reputation, 7) being consistent, 8) marketing yourself relentlessly, 9) being the solution, and 10) evaluating. It promotes the services of Three Lakes Consulting for leadership development, communication, marketing, and upcoming seminars on social media.