The document discusses personal branding and how it can be used to achieve career goals and succeed in a job search. It defines personal branding as achieving personal and professional goals by differentiating yourself through a consistent message that articulates your unique value. It provides tips on developing a personal brand, such as defining your strengths and skills, getting feedback from others, marketing your brand consistently across all interactions both online and offline. Personal branding puts individuals in control of their careers and can help them reach their goals.