A personal brand is an association that occurs in the head of people when they mention the name of a business person. By whom do they represent him, how could they describe the strengths, weaknesses of a person, character, and everything else. A personal brand helps to stand out from competitors. It makes you unique and famous, so that when you mention your niche, your name and company will pop up in your head. The main task of a personal brand is to help the target audience choose a specific person. The more famous the brand, the higher its credibility, meaning more trust and loyalty both to the person himself and to his business and products. For example, Igor Mann is widely known as a professional marketer and highly intellectual person. Is there any reason to doubt the books published by his publishing house?