The concept of strategic impression management has been around for decades, but the term personal brand is often attributed to management guru Tom Peters in his 1997 Fast Company article "The Brand Called You." It's that neatly packaged set of perceptions about who you are, what sets you apart from other smart professionals, and what people will recall after meeting you. As concisely captured by marketing expert Ann Friedman, it's "what you want to be famous for."