Self-branding means being able to articulate a simple, clear expression of who you are, doing it consistently and delivering on it again and again. So that when people think of X, they think of you. Or when people think of you, they think of X.
Some people, concerned with authenticity, think branding is fake. But good branding is always built on authenticity. Although it’s a simplified you that emphasize what’s most valuable about your many aptitudes. All the complexity of who you are is too confusing.