Surely you've heard of Avis, HP and Bank of America. These are not only company names, but in fact brands. A brand serves as a shorthand to communicate a standard and value for a product or service. Many times brand names come to represent the product or service itself, like Kleenex or Xerox.
As the internet has become a part of everyday life, personal branding has emerged as a core concept to professional success. Whether for a job search, promotion, speaker invitation or even keeping one's job, managing your online persence cannot be left to chance.