Why should you care about building a personal brand? You should care because don't do business with companies. They do business with people they like. A brand is just like an iceberg. People think a brand is only what they see on the surface(logo, typography, color, style). It's what's below that counts( the internal aspect). Brand clarity involves defining the internal aspect of your brand. Its purpose, mission, vision, values, target audience, positioning, promise etc, in order to gain focus and direction as regards achieving your brand goals.