There has been a big movement towards branding- whether it is personal branding, company branding, product or service, it’s important to understand the different types. For more reading, view http://www.dummies.com/how-to/content/the-types-of-brands.html.
The most important to comprehend, is your personal brand. The main points to figure this out are two things:
1) What do people seek you out for
2) What are you known for
There are a lot of ways to figure this out with doing research on the Internet, talking to branding experts or even asking someone else to do it.
At the end of the day, do what’s best for you.
Think about your career, what you have to offer, your passion, the value you add with who you are/your personality and put it all together.
In a job search you are selling your personal brand, not just your resume, so if you are a job seeker out there, take the time to sit down with your self to figure this out- it will be all worth your time.