Q: What is personal branding, and why is it important?

A: One of the most important elements in your portfolio of career assets is your Personal Brand. Think of the Personal Brand as the manifestation of “reputation capital” in your portfolio that you leverage for gain, in the same way that you leverage other critical career assets.

Your Personal Brand is how you are known. It represents the attributes and emotional connection that people and organizations expect when they think of you. This perception is important because it differentiates your value within a competitive environment, but also because it can be positioned to actually attract career growth opportunities to you, rather than the other way around.