1) Building a strong personal brand is crucial in today's competitive job market as employers expect potential candidates to differentiate themselves. 2) Personal branding involves discovering your authentic strengths and values, and communicating how you add value to employers through your accomplishments and reputation. 3) Effectively building your personal brand requires that you align who you are with what you do, maximize your strengths, and integrate your brand values and message into everything consistently in order to manage your career.