personal branding People who are launching a new business, whether as a bricks and mortar operation or an internet site, need to pay attention to personal branding because that is how others will perceive their business. For example, I'm writing a cookbook, and the artist came back with absolutely gorgeous, brilliant artwork for the cover. But it's different from the image I had in my mind, so I had a choice to either reject the artwork, or revise my writing to bring it up to the standards that he set for the cover of the book. I chose the latter, because the art is stunning. My personal branding will now be more formal than I'd anticipated, but I can adjust the text to fit the design rather easily. Instead of taking a casual approach, I'll be taking a more elegant approach to my typesetting and design, instead. Personal branding has to make sense and be consistent with the service you are providing or the product you are selling. People recognize things visually, and your identity, whether corporate or not, should reflect the content in the image.