This document discusses personal branding and introduces the topic. It begins by asking what comes to mind when seeing "I am" and introduces Yacar-Yacara Consults. The objectives are to create awareness of personal branding and develop personal brands. A definition of personal brand is provided as what people think of you. Common misconceptions about personal branding are that a title or logo is a brand or that one does not have a brand. Benefits of personal branding include being valued, authenticity, building networks, marketing oneself, distinguishing from competition, and gaining support. Key elements of personal branding are discussed.