The document discusses how to build a personal brand through self-reflection and consistency. It defines personal branding as allowing individuals to differentiate themselves by articulating their unique value proposition. Building a strong personal brand is important because if you are not branding yourself, others may do it for you. The document recommends that people introspect to identify their goals, values, passions and strengths in order to develop an authentic personal brand. An effective personal brand should be memorable, consistent, repetitive and communicate a credible promise to target consumer segments. Building brand equity also involves increasing awareness, delivering quality, building relationships and developing trust and loyalty over time.