The document discusses personal branding, defining it as the process of differentiating oneself by identifying and communicating a unique value proposition through a consistent message and image. It outlines a four step process for developing a personal brand, including discovering one's brand promise, developing brand attributes and messaging, communicating the brand, and maintaining the brand over time. The benefits of personal branding are that it creates differentiation, improves confidence, increases visibility, and helps one achieve goals and choose assignments.