Kaizen means exactly continuous improvement. It comes from the Japanese style of management, and is best known from the Toyota factory, where continuous improvement concerned employees at all levels. Kaizen’s strategy is successfully used to build a strong personal brand. It is the opposite of mediocrity and for a person who decides to introduce this concept can become a universal goal and through continuous strengthening of competence and quality become one of the sources of competitive advantage. When to start introducing continuous improvement. Theoretically, at any time, however, it is practically worth keeping order and putting Kaizen’s philosophy in the right place in the strategy of building a strong personal brand. As with most projects, a solid foundation is important.