The term “personal branding” bears the weight of so many people’s perceptions, judgments, and misconceptions, particularly about Kim Kardashian, Instagram Influencers, and the oh so many people who seem to be famous for nothing. Far too often, our minds go to the stories of the worst cases of personal branding. People who crafted “brands” seemingly out of nowhere, all for the purpose of personal material gain. The term often makes us roll our eyes or feel our skin crawl.

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