Whether you like it or not, you already have a brand. It is the perception other people have of you and it may be good or bad, subtle or strong or somewhere in between. If you want to advance in your career, it's up to you to create a personal brand that makes a positive impression, particularly to employers and business associates. Personal branding is about marketing yourself in a way that showcases your skills and talents. It should encourage people to want to know you, work with you or follow your career. While you can't control what people think, you can control the image of yourself that you present to the world. When it comes to job search, your personal brand communicates your value as an employee to potential employers. Do what you can to ensure this message is authentic, positive and will differentiate you in the marketplace.