Does the phrase personal branding fill you with dread? If so, you’re in good company. 

I’ve been helping corporate leaders define their personal brands for years, and I have seen how often just the idea itself can elicit strong and negative reactions. Despite its long history and roots with management maven Tom Peters, or even when a compelling case for personal branding is made, many executives still view the concept with derision, discomfort and doubt.  

It’s not hard to see why. Culturally, we have a long legacy of discouraging individuality in the workplace. Our corporate norms dictate that we should blend in and keep our heads down, that humility at work is a virtue, and that our identities belong to our jobs and employers.

Please select this link to read the complete article from Fast Company.