William Arruda is recognized as a pioneer in personal branding, a field he entered after reading Tom Peters' "The Brand Called You" article in 1997. He previously worked in branding for IBM/Lotus Software, including roles in London and Paris from 1997 to 2001. In 2001, he founded Reach Personal Branding.
Under Arruda's leadership as CEO (Chief Encouragement Officer), Reach Personal Branding grew to become a global leader, with over 1,000 certified coaches operating in 49 countries.