This document discusses the importance of personal branding and managing how others perceive you online. It defines personal branding as marking individuals and their careers as brands. It emphasizes that everyone already has a personal brand, whether created intentionally or by default, that is shaped by their appearance, communication skills, knowledge, attitude, behavior, and reputation. It also notes that tools like the internet and social media allow individuals to take control of their personal brand by managing how others see them online. The first step is understanding your own personal brand.