The author Marcos (2009), assures that the creation of a personal brand, “has to do with the creation and keeping up the credibility” and reassures that the best personal brands are the ones that are authentic, under any aspect of what they are and do strengthens the set, these “have a visibility based on placement, contact consistently regardless of the medium used” (Marcos 2009). A brand built from ideologies, placing dreams instead of real values can be compared as building a fictional character in a play, which could eventually be found out.
Since 1996, different authors have written about how to construct a Brand, there are many books dedicated to this subject. Nowadays, this can be seen from a simple point of view, focus the principles of branding to the people, but the current job goes beyond that, this chapter addresses the issue from a deeper and personal vision aimed to the academic researchers. I have developed a scheme to work on brand building, made of 4 phases: Know yourself; your personality, place it on your brand; express your thoughts; express your emotions and finally build your academic branding.