Personal branding might sound like an unsavoury practice reserved for the gurus and ninjas of the marketing world. However, like social media itself, it’s not something you can opt out of today. You have a digital footprint and if you don’t take control of it, then others will. So how do you make it work for you? Personal branding is about injecting your personality to your business mode. In an age dominated by social media, people trust people, and their individual quirks, more than a faceless brand. In fact, 90% of people trust recommendations from connections compared to only 30% trusting brands.  Think of the rise and rise of influencer marketing, where brands are paying influential individuals to promote their products: personal branding is a version of this.