Tweet Sean Combs aka Puff Daddy aka Puffy aka P Diddy aka Diddy changed his name again – to Swag. It's only for a week. Then you can go back the regular list of names.

Okay...

He's even got a new Twitter handle @IAMSWAG with 18,000-plus followers. @IAMDIDDY still holds strong at close to four million followers. No matter how many names he's adopted over the years, he's never lost his brand identity. In fact, he's taken another step to stay true it. His swagger got some brand new buzz this week.

What about your brand identity? It doesn't take superstar clout to stand out. What are you doing to build and maintain your presence? I think Dan Schawbel said it well in his book Me 2.0: Build A Powerful Brand To Achieve Career Success:

Never forget: your brand is a representation of who you are – it's brand YOU! As you progress through your life, you'll grow, mature, and develop – and so will your brand. At some point, you may even redefine your brand...Just as major corporations have modified their brand messaging over time to match their audience and current trends, individuals should update and maintain their personal brands on a regular basis. (pg. 171)

If the old you isn't working, time to make some changes to get your swag on. What are those changes? Obviously, it's that voice and look that uniquely defines you. No one can find that for you. Also, don't be lazy about it. If you need constant refining, it's nothing to be ashamed of and more important, it's nothing to put off. It may cost you a valuable opportunity. Building your brand is a never-ending business – even after you find success.