You're a C-suite executive for your employer and you're also CEO of Brand YOU. What's Brand YOU?" In 1997, Tom Peters coined the term "The Brand Called You" in Fast Company. He wrote, "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You." And since that time, "personal branding" is the term used to describe the process individuals and entrepreneurs use to stand out for career success.