Since becoming a Career Coach, I find myself frequently talking to my clients as well as groups about the importance of developing and establishing a “personal brand.” The concept is certainly not new. Tom Peters first introduced the idea that each of us represents a personal brand in an article entitled “The Brand Called You” that was published in August 1997, in Fast Company. Related: Personal Branding: The Secret To A Flawless Introduction We are certainly familiar with the idea of corporate branding. Whenever anyone talks about Google, Apple, Coca-Cola, and so on, we have a recollection, a remembrance or an impression of the company or its products. In some cases, we may have an emotional response of either pleasure or displeasure, depending upon our individual experiences with the company. We are perhaps less tuned in, however, to the significance—or the importance of—intentionally developing and establishing a personal brand. I warn my clients and audiences, however, that you ignore the power and importance of establishing a personal brand at your own peril.