The document provides steps to define and market a personal brand: 1. Set goals such as finding a new job or increasing visibility. Focusing goals guides the branding strategy. 2. Define the target audience and what motivates them. 3. Discover the brand by gathering feedback on strengths and value from references and past work. Select distinctive qualities that support goals. 4. Create a branding toolkit including handles, statements, examples and visuals to represent the brand. 5. Design a marketing campaign to reach the target audience and motivate action. Evaluate progress and refine the brand over time.