Personal Branding is based on Strategy, Consistency, Practicality and Creativity. Basically, these 4 all help create image and brand.
All 4 of this tend to be difficult for sales reps and entrepreneurs to do for themselves. Especially being Consistent with it for maximize brand building.
What I like about this article is that it shows how challenging it is for an individual to build a personal brand. Then, think about how to do it when its not your primary job BUT personal brand is so important to being successful at your primary job. Now, consider having to get every rep on your team to be great at it. Wow, That is exhausting to think about.