I'm a new software developer who works for a big company. I am constantly being told, by friends and colleagues alike, that I have to have a personal brand. Why? Why can't I let my work speak for itself? Why do I have to have a 'personal brand' as if I'm some sort of celebrity or influencer? I hate social media, I hate the Instagram/TikTok culture, the Twitter pontification, and I would much rather have nothing to do with any of that.Maybe I completely misunderstand what a personal brand is - I was always under the impression that that was something you did if you wanted to become famous, something that was just for narcissists. So - what is a personal brand, and why do I need one?