This document discusses the importance of personal branding, especially in today's global economy where traditional advantages like price, quality, and service are no longer enough. It defines a brand as a promise that is memorable, invaluable, and unique. It emphasizes that your brand is how people perceive you and suggests developing your personal brand through networking strategically, producing relevant sales collateral, becoming a subject matter expert, and identifying a unique selling proposition. The overall message is that everyone should begin building their personal brand.