How Do You Define a Personal Brand?

You've built quite an impressive personal brand that spans the digital world, as well as the physical world. How would you define a personal brand and how valuable has your personal brand been to you in your career to date? As I said, everybody has, everybody has a personal brand to a degree. And that reputation is probably essential to the workings of human society. It then kind of behoves us to behave in a way that is consistent with how we project ourselves.