On Personal Branding

I’ll need to think about this some more, I’m partly worried that people talk a lot about Personal Branding. By people I mean those in the 18-30 bracket.
Is Hugh Mc Leods comment ‘While you were all worrying about personal branding, I was working this morning’ correct?
Is personal branding simply a blend of salemanship and high quality skills.
We surely can’t ignore the aspects of what the Psychologist Erikson termed ‘deliberate practice’.