Personal brand is a value transfer

I always thought the concept of a personal brand was awful. So consumeristic. A commodifying of the individual. Emphasising the marketability of a person as opposed to their lived humanity.

But if we can draw a line, a connection, from authenticity which is within to value which is without, it is a more palatable concept. We should not brand ourselves in a certain way to achieve likes or fame or even wealth. But rather because of the value we can bring others. 

Personal branding is about SERVICE rather than SELF-PROMOTION. It is about SUBSTANCE rather than SUPERFICIALITY. It is (more about) RELATIONSHIPS than REPUTATION MANAGEMENT (albeit that this is important).