Your brand lets people know who you are. It answers these questions: Who are you? What do you do? Who do you do it for?
Your goal is to position your brand in the mind of the consumer as one of, if not the, top authority in your industry, to be seen as a valued resource rather than another service provider.
Charlie Sheen quit show business to start a babysitting business. Would you let him keep your kid? I hope not. You have a perception of him. In branding, as with many things, perception is reality.
The Ultimate Fighting Championship, or UFC, really understands how personal brands can connect with their fans. They are encouraging their fighters to tweet as much as possible. Dana White, president of the UFC, is giving them incentives for doing so.