Everyone has a personal brand, and if we have any desire whatsoever to nurture it, it very likely lives online. It’s comprised of the content that we publish, along with the things that are published about us, and it’s critical to our public persona, both online and off.

Whatever our objectives are for marketing ourselves (establishing a reputation as an industry expert, selling a book we’ve written, or finding a new job are just a few ideas that might apply), our personal brand can help us familiarize our target audience with the facets of our character that make us an appealing investment.

In other words, they reflect our personality.

Brands have a personality, too, and it’s up to the marketers responsible for...