What an incredible paradox...As children we don’t know the world but we all know who we want to be in life: ask a four-year-old kid about his dreamt-to-be job and he will have no doubt in answering. How come that, as adults and with all our experience, it gets so complicated? We are often unable to find our essence, unable to communicate it. Personal branding is the art of building a unique brand around yourself as an individual. It requires you to find a signature image, a unique voice that can be recognized. Personal branding is becoming increasingly important because people want to do business with other people, not with companies. A well-defined personal brand can also assist in establishing your credibility, standing out from your peers and showcasing your best self. Everyone has a personal brand, whether you want one or not. If you are not taking control and managing your brand, that means others are doing it for you. Therefore, you need to define your personal, “branded-to measure” strategy. As a first step, you have to determine your area of expertise: you have to decide what you want to be known for in a very specific niche. Once you know your area of focus, it's time to start building your reputation through Content marketing. If you can become a trusted source of information through your content, over time you'll become collectively known as the expert of your specific field. It's best to start your own blog and update it on a regular (at least weekly) basis, but it's also a good idea to start guest blogging on other reputable blogs. If content is the fuel for your personal brand, social media is the engine. Then, start networking. You should consider looking for speaking events in your area, which will give you the opportunity to demonstrate your expertise while connecting with new audiences. Attend professional networking events to meet influencers in your area, and in the online world, engage in community discussions whenever you can. The more opportunities you have to meet people and talk, the better. The process of defining your personal brand requires time and many iterations to refine, since most of us are changing personally and professionally all the time. Your personal brand should be organic and evolve with you, as it is a never-ending journey of self-discovery.