The unique combination of skills, experience, and personality that you want others to associate with you.
Treating yourself like a product, which is as depressing as it sounds.
"You need to build your personal brand." (Translation: You need to become a corporation of one, with a logo, a tagline, and a curated online presence that bears no resemblance to your actual personality.)
From a 1997 Fast Company article called "The Brand Called You." The article was prescient. The consequences have been horrifying.