This book is a comprehensive exploration of personal branding and a practical guide to creating one. The authors examine the phenomenon of a brand in principle and a personal brand in particular, describe the step-by-step process of creating your personal brand and talk about how it can be monetized. You will receive answers to most questions related to the creation and promotion of a personal brand: what problems can be solved by creating a personal brand; who needs a personal brand; who is your target audience; what is included in the “packaging” of your brand (from clothing to a nickname); which channels are suitable for conveying your values; What is the difference between the personal brands of an employee, an entrepreneur and an official and why are they needed.