This document discusses personal branding and provides tips for developing a personal brand. It begins by defining personal branding as marketing oneself to others. It then explains that personal branding is important because businesses and customer service interactions are increasingly personal. The document outlines steps to understand, assess, and improve one's personal brand. It provides tips on using various online and offline tools to communicate one's personal brand message. The goal of personal branding is to become known as an industry expert by getting involved in industry conversations, working with media, teaching, and creating content.