We find it interesting to repost this article of Montse Taboada, soymimarca's personal branding coach. In it we find the essence of the personal brand.
As Wikipedia, the Personal Brand (In English Personal Branding) is a concept of personal development consisting of considering oneself as a Brand, that like trademarks, should be elaborated, transmitted and protected, in the mood of Differentiate and achieve greater success in the social and professional relationships. The personal mark seeks to ensure that the impression caused is lasting and suggests the benefit of the relationship between the trademark owner and the observer.
Like the great trademarks, those who want to be known and respected for our work, we need a clear strategy to develop and position our brand. Who doesn't know Bill Gates, Steve Jobs, Michael Dell, Porter,... they're all big brands... The concept of personal branding does not try to turn people into material objects, but on the contrary, try to keep the person from being classified as a Resume, just like others, but the person is seen as different and capable of bringing his unique and unrepeatable value.
Unlike other approaches to professional improvement techniques that tend to improve personal characteristics, this personal brand approach tends to personal promotion through the perception that others have of one.