After reading an article about executives hiring personal branding coaches to "fix the brand", I did a search on the subject to see what comes up. I found this forum, a few other blogs and many posts about personal branding.

What I found so far is a lot of talk about how important it is to have a personal brand and communicate that brand all over the place. Sounds logical. I think a critical element in the branding campaign is missing and that is the required training and development of the professional before (perhaps during) the branding communications.

What I think I am trying to say is building on strengths and skills is a part of the brand. Just "branding" without direction or strategy seems like a pointless excercise.

What say you?