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A personal brand is the total experience of someone having a relationship with who you are and what you represent as an individual; as a leader. 

If your teammates and/or colleagues don’t know what your personal brand is, the fault is yours and not theirs. Having a personal brand is a leadership requirement.  It enables you to be a better leader, a more authentic leader that can create greater overall impact.  In fact, those who have defined and live their personal brand will more naturally demonstrate executive presence and as such may find themselves advancing more quickly at work