I propose a small decalog to summarize some basic aspects of personal branding.
For a few years, my experience in this industry has been a mix of counseling and training, initially thought for creators, but it can be customized for other work activities, such as consulting, not necessarily just individual, being extensible even to business realities.
If you think you need support to better define your business identity, please contact me directly.

1- Identity

Introduce honesty and consistency to your identity, personal and work.
Often asynchronous tools, such as social networks lead to some simulation (or benevolent mythomania), but even on the Net lies lie short, especially when, sooner or later, you have to deal with the real world.
Be especially focused on your specifics and on a personal way of presenting them.
The brand is you and the product is you, nobody knows you better than you and no one can present you better yet, than yourself.

2 – Target

On the Internet, the definition (or, better, the continuous redefinition) of the target is a dynamic and continuous process.
In your self-promotion business, you will realize that some aspects that you present will affect an unexpected audience.
Even in this case, however, keep a consistency, which pays more than trying to please everyone or chase the target of the moment.
Consistency and constancy always pay.

3 – Places

Choose carefully the virtual “places” where you can present yourself, perhaps by attending them passively for a while, learning the rules, “style” and “mood”.
An example on all, social networks such as Instagram are fabulous, even in terms of community and “inspiration” for image creators, but they are of no interest to, for example, a quality advisor.
Avoid dispersing, concentrate only on the media that can really give you exposure, increase your know-how, and get in touch with your ideas, colleagues, and potential customers.

4 – Products and services

Define it best, focusing on your specific skills, experience and reliability.

5- Network

There are no competitors, but only colleagues. Attend professional resources actively and do not be afraid to share part of your know-how.
If I did not think so I would never have created this blog, which for me is a fundamental tool not only for promotion but also for communication and exchange of ideas.
Take an active part in the activities of colleagues you feel interesting, perhaps even by sharing their blog posts.

6 – Reputation

As for point 1, honesty pays.
Work well, share information, and collaborate with communities.
If possible, talk about your employees and customers, showcase the backstage and the “work in progress” of your work, involving the public.
Reputation also arises from effective storytelling.

7 – Grapevine

Make the others talk about you.
An effective blog, a video featuring your work, sharing a particularly interesting case story will create a virtuous and viral promotion circle of your brand.

8 – Crisis management

With a strong presence in the Network, sooner or later you will be subject to criticism or real attacks.
The reasons may vary, from the unfair competition of some envious to critique perfectly justified.
Build an effective policy before these events.
I personally do not banish, do not delete comments, I try to compare, trying to keep an ironic but polite tone. I fail to admit any mistakes and accept suggestions.

9 – Continuity

A blog, presence on social networks, activity on Linkedin requires above all a strong continuity.
Take part actively and daily, perhaps only with a post, but do not break the magic wire that binds you to your audience.

10 – Verifications

Check out the statistics of your sites and blogs, check out social media activities, and, above all, try to figure out whether your business on the net has tangible results even in the reality of your work.
But do not be in a hurry, to harvest the fruits of a serious personal branding campaign requires several months and many work-in-progress adjustments.