Google building a personal brand and will tell you

Building a personal brand means providing so much value in one (or multiple) niche(s) that people begin to associate your name with the idea of what it means to be successful in that industry…You become a thought leader and an influencer.

Or in other words, you must have something unique to say and then be known for being an expert on that topic! The corporate term for it – “Subject matter expert” – being known as the go-to person for an issue or a specialist in it. And yet, we’re all experts in ourselves – we know our individual strengths and weaknesses, what we excel at and what can be struggle. I went to journalism school because I wanted to write – but came out with skills in social media, content management, basic design and html, as well as project management skills. My brand, subsequently has been built around the idea that digital media is an intersection – of social, of analytics, UX, and content – and in order to deliver an excellent experience, those elements have to work together, to accommodate, but really to complement each other.