Should developers build and maintain a personal brand?

Personal branding is one the most (in)famous trends of the last decade. And I think there’s value in creating and cultivating one as a developer. You don’t have to. The vast majority of developers don’t do it. But we live now in a time when job security is more a dream than reality. Remote work puts us in the same market with people all around the world. So can we afford to ignore such an asset to our careers?

I wrote the following article, where I’m talking about what a personal brand is and how building one can help boost your career. I’m talking about how to stake your claim in the online space as well as three paths you can follow to level up your brand.

What is your take on personal branding? Are you building one at the moment? Thinking about starting one soon? Or do you think it’s a waste of time? Or a hoax?