Author and motivational speaker Maggie Eyre is all about personal branding - from the work she does with others to the way she presents herself.

Eyre, the director of Fresh Eyre which provides personal and group coaching and public workshops, launched her latest book in Whanganui on Thursday, August 15. Being You aims to help people build their personal brand and confidence.

She says people understand branding in terms of business but don't think about their own brand.

"A personal brand is a reputation, and I think a reputation is an old fashioned word," Eyre said.

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"It's how we answer the phone, how we speak to the checkout person at the supermarket, it's about being consistent online or on the phone to your customers.

"People with a strong personal brand are people that we warm to and we want to be around."

Eyre says the Dalai Lama, Michelle Obama, Prime Minister Jacinda Ardern and former Whanganui Mayor Annette Main all have something in common - they have great personal brands - and it's something everyone can develop.

"The book is really an opportunity for people to work through the chapters and build their personal brand.

"I get messages from lots of people who say 'can you help me reinvent my brand'. It's useful for people in transition, if they're changing jobs. The book is an opportunity to look at how we live our lives."

Eyre says she is amazed people don't know what their values are as they're important for a personal brand.

"It's an opportunity to help you look at who you are, what you stand for in the world, your strengths and weaknesses. I encourage people to write down how they see themselves."

Being authentic is vital for a personal brand, Eyre said.

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"I think New Zealanders are shy about talking about themselves," she said.

"We are so afraid of judgement. If something has happened in your life, start sharing that. We feel vulnerable talking about things that have happened to us.

"Our job at Fresh Eyre is to help people be memorable and if you want to be memorable you have to be authentic.

"People come into my office who are scared, anxious, vulnerable. I am warm and I am caring and I have to make sure I'm myself with those people because I want them to trust me and I want to help them in whatever way.

"I trained as an actor and we were trained in body language. Eye contact was huge, listening was huge - I should have been a detective.

'I'm constantly critiquing people's body language - not telling them, doing it within the blink of an eye - and I can see and I can feel when people are superficial."

Eyre cares about people feeling confident and that comes from personal experience.

"As a young woman, I had zero confidence. I had a phobia of public speaking. I wasn't shy, I was an extrovert, but I was terrified of what people thought about me.

"We worry too much about not being enough. If we laughed more and shared more of ourselves other people would warm to us and relate to us.

"I've started to share more about the things that matter to me so people are getting to know the 'whole' Maggie, not just the woman who sells books."