"Personal Branding" is the term which probably we often hear, especially for the marketing people. It comes from the term "Branding" itself in marketing communication world. So, for the definition I bet we are familiar with this "Branding" or "Personal Branding". Little bit confused? Okay, here's the thing:
For instance, we can simply differ what is the biggest difference between the ordinary jeans and the branded jeans? Of course, the brand. When the ordinary jeans is only bought because of the function and the branded jeans is bought by people not only for the function but people also buy the brand to get the prestige.
The term of "Personal Branding" is used to brand somebody/someone in order to have an image and also reputation as they want it to be. Then, to get the image and reputation they want, they will do some things to support their aim to create the good "Personal Branding". The issue about this is they most likely to hear or show the good comments of people, they will attached it everywhere. The bad ones they would likely to remove or avoid.
Actually if they are serious to build the "Personal Branding", they should be ready of whatever the comments are, because they are the part of "Personal Branding". If we relate this to the communication world, the bad comments will be the "little crisis" which actually we can see them as the good opportunity to prove ourselves. This can be also valid for the company. By having creative response or feedback to those bad comments, the public will be more convinced about the person itself, because perfect is too good to be true.