Is Personal Branding overrated?

I found this article by Josh Kaufman  the bestselling author of The Personal MBA: Master the Art of Business.  to be a refreshing look at personal branding as personally I find it a bit overused.

“Branding” is, by far, the single most over-used and over-hyped business-related concept….When people say they want to “enhance their brand” or “build brand equity,” they usually mean “improve their reputation”: what people generally think about them or their company. Some examples of good reputations:

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