Last March I read The Brand You 50 by one of my favorite authors, Tom Peters. I spent the rest of the year trying to pick up clues on my "brand." What is my brand promise? What do I mean to others?
Interesting enough, I'm starting to sense that my brand has little to do with my career path (Information Technology); it has more to do with big picture thinking, getting things done, learning things quickly, getting things done through others, being trustworthy, and working well with customers. The challenge with branding is a continual focus on what you're known for and marketing what you're known for. The good side is once you have a brand promise, your brand has value!