There is a lot about personal branding on the web today. It's interesting to see how it transfers across multiple industries and job roles.
Clearly, building your personal brand will aid you in your own career and future prospects. It's also important to identify that personal branding can also boost a businesses performance. In encouraging employees to build their own personal brands within an organisation, it can set you, as a business, apart from your competitors.
Hubspot are a great example. A quick search for Hubspot on twitter accounts (see here: http://tinyurl.com/hz9plpq) and it's teeming with their employees, each with tens of thousands of followers and their own witty personal bio outlining a bit about themselves & the company. Whilst these are their own 'personal brands', they're also great advocates for promoting the Hubspot brand & increasing exposure.
Your personal brand can also be thought of as your origin story (if you like comic books, which I do), mission statement, value proposition or that overused chestnut, elevator speech. It should evoke the brief Pavlovian response that you want your network (and your network’s network) to have when they think of you so that you easily spring to top of mind when relevant opportunities are being discussed and referrals for those opportunities are being made.