Jeff Yang: If planning our brand is one of the most important steps we can take, then that leads me to want to ask what should be then on that planning checklist. When I coach podcasters, one of the things we walk through in structuring a show is what I call the five must haves for every personal brand. What are some of those things?Yang: It's got to be authentic. And if it's not, you're not going to be able to live it going forward. You know, be ready for being derailed and get really clear on who you want to be in the mark you want to leave.