The document discusses self-branding for leaders. It provides a six-step process for self-branding that involves determining what you are good at and passionate about, whether there is a market for your passion, how cluttered the relevant field is, your potential areas of differentiation, and performing a competitive analysis. The document then discusses developing a branding strategy through aligning your theme, personal brand, and how you will deliver your message. It provides examples of promotional tools for implementing your self-branding strategy such as speaking, PR, blogging, and networking.