The process of branding your business includes defining your identity, developing your brand story, and identifying your core message with the purpose of bringing clarity to everyone about what your brand is about. Clarity in your branding is what makes a brand easy to understand and easy to like. If your brand message is not clear, you will end up confusing people when they interact with your brand.
While every brand has tangible elements like a logo and a website, your brand is largely made up the perception people have of you. Jeff Bezos is famously quoted saying that “Branding is what people say about you when you are not in the room.” There is a big difference between a visual identity and branding, and to create a memorable brand, you need to develop both the visual and the non-tangible elements of your brand.
Developing your personal brand is very much the same process as developing a brand for your business. You must go through a process of creating a logo and visual identity, but then also develop your vision, values, and your brand story. An argument could be made that your brand already exists whether you have formally created a personal brand. Defining these things is what will bring clarity to your personal brand and help you to inspire people with your vision.