Is being full of yourself the equivalent of “branding?”
It is annoying to be harrangued about “brand.” (Yeah, I don’t have to read you; but it’s everywhere.) People are not brands. People are not branded per se. People have talent and character. They can cultivate those traits to establish personal loyalty with other people they care about, whether in personal relationships or in a business environment.
Companies own brands, branded products that is, for which it is their business to develop customer loyalty through easy identifiability and trust. Advice like yours, on the other hand, puts a terrible onus on people, particularly less sophisticated folks, by suggesting that they should develop a “personal brand.” That is such crap. It equates brand with narcissism.