Chapter 4Personal Branding

Personal branding is about managing your name—even if you don’t own a business—in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Ditto.

—Tim Ferriss, Author, The 4-Hour Work Week

Now more than ever, when it comes to your personal “brand,” it’s important to manage your digital trail, or the information online about you and your online reputation. While most people don’t want to be found online for privacy reasons, it’s becoming increasingly easy to find information about anyone—even you—online.

For brand marketers, however, being found online is less of a nuisance or concern. In fact, it ...

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