You have a personal brand, whether you want to admit it or not. Most people just go through life with no strategy, and let other people think what they will about them.
In the current world, “fame” is the most important currency a person can have. It’s the reason Donald Trump is the President of the United States and Kendall Jenner is the youngest female billionaire ever.
Not everyone wants or needs that level of fame, but most people would benefit by being known for something by the right people, either to improve a business or their career. Right now, economies are good, but once bad times hit, a well-managed personal brand can help you survive and thrive where others fail.
If you don’t manage your own brand, others will decide what it is for you, and that will leave you mostly anonymous when crucial decisions are being made.