Your personal brand tells people who you are and what you care about when you are not there to tell them in person.
Your LinkedIn profile is a big part of your personal brand. If you don’t have one, that’s part of your personal brand, too. Your resume is part of your brand.
People who know you have ideas about you that formed during their interactions with you — over a short period of time or over decades.
Your clothes are part of your brand, and so is your car, scooter or bicycle. Your address is part of your brand, as are your tastes in food, music and films. Your jokes, your habits and your mannerisms are part of your brand.
Everything about you that anyone else could notice, encounter or perceive is part of your brand. That isn’t a bad thing.
Some people say “I’m a person, not a product! I don’t want a personal brand.”
You may not want one, but you have one. Even if there were no such thing as the internet you would still have a brand. You would still have a reputation.
You may not want to cast a shadow when you walk outside on a sunny day, but you’re going to cast a shadow anyway.