Friends, colleagues and family got here out Tuesday afternoon to assist launch Aliza Licht’s latest book, “On Brand: Shape Your Narrative. Share Your Vision. Shift Their Perception.” A large image of the book’s cover was projected over the Nasdaq billboard on the corner of forty third Street and Broadway.

Amongst those gathered on the road corner were Jill Kargman, Lydia Fenet, Patti Cohen, Anne Keating, Mickey Boardman, Sophia Chabbott, Darcy Miller, and Kimry Blackwelder.

The bestselling writer of “Leave Your Mark,” Licht shares her insider strategies for developing a private brand to make sure that one’s name gets dropped in the suitable rooms and that folks know the worth one might add. As Licht explained, a well-defined personal brand can secure skilled longevity — what you do today is probably not what you do tomorrow.

In “On Brand,” she writes that how one shows up in person, over email and on social media communicates a private brand. The book also tackles managing popularity and surviving cancel culture, understanding value and negotiating, and navigating a rebrand within the event of an expert pivot.

“I’ve at all times been keen about mentoring, and with ‘On Brand’ I’m confident that I will help people understand who they already are, who they need to be, and ensure other people see them that way,” said Licht on Tuesday.

Published by Union Square & Co., the 304-page hardcover book sells for $27.99.

A marketer, writer, podcaster and private branding expert, Licht is the founding father of Leave Your Mark, a multimedia brand and consultancy. Earlier she created and was the favored voice of the anonymous social media persona, DKNY PR Girl, and was senior vp of world communications at Donna Karan International.