Personal branding as a form of marketing isn't for every business or person. It takes a lot of diligence and persistence to build a personal brand.. and a knack/enjoyment for social media and public speaking. 

If you don't have the above, use other means to build your business. 

Personally, at SavvySME.. I find it hard to build a personal brand. I'm not great with details and that sort of work really. I much prefer working with systems and processes, and building our team here. 

If you were to speak more generally regarding your reputation.. I think it's super important to have an image that others respect. If not for the greater public, it's important to do with your own team, your customers and suppliers. Can't go far without it!