An interesting article on personal branding can be found here.

Here is a summary:
So you’ve had an internship, you studied abroad, and you’ve got a great portfolio of projects.  You are definitely on the right track.  But many other candidates have all those same things, so what are you doing to differentiate yourself from the competition?  Personal branding, hopefully.  Everyone has something different to offer, and you have to prove it to employers in an authentic way.  Some genuine personality has to shine through, without crossing into the realm of being unprofessional.  Branding involves using the various aspects and tools of a job search to present a consistent image of your skills, experiences, and personality.  That helps employers know that you can do the job, but also that you can fit in at their company.

A personal brand does not need to be forced.  You don’t need a logo, slogan, or anything else that could be seen as cheesy.  You just need to make sure that all windows into your life show the same room.  Consider the following areas that are involved: Resume, cover letter, portfolio, facebook, twitter, LinkedIn, a blog, e-mail signature, outgoing voicemail message, clothes, phone etiquette, mannerisms during networking events or interviews, follow-up calls/e-mails/messages, your approach to negotiating, how you reject offers or withdraw from selections, and more.  How many of you have an unprofessional outgoing voicemail message?  It’s time to change it if you do, because employers tell us they will simply hang up if they get the wrong impression.

Have questions about personal branding?  Contact the MSOE Career Service Office.  We are here to assist you with every aspect of your job search.