This document discusses the importance of developing a personal brand. It states that a personal brand is needed if you want to be different, stay true to yourself, and compete in a globalized world. It emphasizes that a personal brand is made up of the relationship and experience you provide to others, and is a combination of your personal brand and who you are as an individual. The document provides steps to develop a personal brand, including auditing yourself, assessing your current brand image, determining your identity, setting goals, and establishing and implementing a branding strategy.