Personal branding is the practice of people marketing themselves and their careers as brands. Personal Branding is essentially the ongoing process of establishing a prescribed image in the mind of others people, groups or organizations, and often involves the application of one’s name to various products or services or activities.
Personal Branding focuses on “self-packaging”; it is more about self-promotion rather than a true self-expression. The difference between the two is that self-promotion is intentional in all aspects, because the individual is deliberately shaping their image or persona, while self-expression can even be a byproduct of promotion.
As social media has become a vehicle for self-branding, it is important to support those who need it for professional reasons, but not only, to take care of their image, in order to manage feedbacks, comments, judgments and rankings, not by withstanding them, but by guiding them.