I talk about it all the time: the most important thing that you must do for your career is branding your name. Your "Personal Brand" IS your career.
I happened upon an interesting thought exercise for branding when talking with Melina the other day. We were talking about her business, and I asked the following question:
"What problem do you want your clients to have when they think of your name?"
That's an incredibly powerful way to conceive of branding. It speaks to all elements of what a brand is - what you're an expert on, what you're known for, and how you help your clients on a daily basis.
This is true whether you're branding a business or developing your personal brand. Change it around for personal branding:
What problems do you want your boss/peers/colleagues to have when they think about calling you?