The document discusses how to structure, fuel, apply, and measure an authentic personal brand. It provides an overview of the foundation, framework, components, and standard of a personal brand's structure. Personal brands are fueled by information, insight, and actions. They can be applied standardly or customized. Measuring benefits includes tracking time gained, money saved, and money earned. The document also provides case studies and discusses documenting tangible vs. intangible benefits and measuring subjective vs. objective outcomes.