Some very smart minds conflate Personal Brand with Repuation. 

To the extent that Chris Arnold has now ditched the term Personal Brand and re-named it The Brand Within. There can be no confusion when defining your core values & beliefs. 

The Brand Within is what truly differentiates who we are from another. It's quite common to have two business people with the same Reputation - both determined, relentless and courageous. Both delivering results. But where Reputation ends, The Brand Within goes much deeper.

One determined and relentless because of self-interest. The other determined and relentless for the client. There is a big difference.

The first wants more from you. The second wants more for you.