What’s in a name? Apparently everything was in the name when Robert Redford took a starring role in the 1969 classic Butch Cassidy and the Sundance Kid. As a result of his role as the Sundance Kid, Redford has branded his ventures the Sundance Ski Resort, Sundance Film Festival, Sundance Institute, Sundance Cinemas, Sundance Catalog, and the Sundance Channel.

That’s pretty amazing. Redford transformed this singular event in his life into an internationally recognized and respected brand. The Sundance brand isn’t just about a name though. Why did Redford buy a ski resort? Because he’s an environmentalist. Why did he found the Sundance Film Festival and Sundance Institute? Because he believes in the value of independent films. And why the name Sundance? Because it was an important part of his acting career.

The book Positioning: The Battle for your Mind first introduced the idea of personal branding in 1981. The authors wrote, “You can benefit by using positioning strategy to advance your own career. Key principle: Don’t try to do everything yourself. Find a horse to ride.” I completely agree that we should specialize, but it needs to be in an area about which we are passionate. Our horse or brand should be something that we would do just because we love it. Getting paid just makes it that much better.

The Sundance brand is about passion, not films or skiing. And he didn’t create it because he’s greedy. But because he’s authentic.

So if you haven’t already done so, pick something that you love and then spend the rest of your life making it happen.