In the journalism of today, the personal brand is becoming increasingly central to the prospects of a young person starting out on a life of reporting. So it is important for students at journalism school, and those starting in the fall, to develop the professional brand that will set them apart come graduation. Some reporters may bristle at the idea of thinking of themselves as a brand, considering it the equivalent of selling out. This overlooks the fact that a journalist’s identity has always been a part of the job, otherwise why have bylines?