The simple answer is it can be both a person or the entire machine. An individual can in fact easily be a brand in their own right. The same rules apply although you could argue that when it comes to personal brand you are more at risk as people tend to be more critical of the individual. A personal brand is not just for celebrities. When you are working on your own and you are in effect marketing yourself to the outside world or hopefully a well-defined market, your personal branding is front and centre and therefore needs to be on point, not just now bor when you first start out but all of the time. I want you to give this some thought…