Every few years, a new business, professional, or social term comes along that sounds a little bit… fabricated. In this vein, the phrase “Personal Brand” started appearing everywhere. The more I learned about it, the more it seemed to be the 21st century equivalent of someone’s “reputation”; in some ways it is.
Like most new terms, this one had a twist. In the 20th century and prior, a person’s reputation tended to be a result of things they did or said – a general perception of who they were in person. At times it was also based on something written and transferrable, but documents were limited in their reach.