Good article by Mark Suster on personal branding. Personal branding is one of those areas you cannot be passive about. (Mark Suster is a 2x entrepreneur turned VC.)
To this day I still tell people the only way to be a CEO is to be a CEO. Nobody will perceive you as a CEO until you’ve been one. First, live the brand. Then define the brand. Then communicate it carefully but often. (…) If you don’t define your brand, somebody else will.