It's just reputation or image to me. When I first heard the branding term applied to people about 10 years ago it just struck me as odd and it still does. People have always marketed themselves to some extent, and Amanda's advice in the article is spot on for paying attention to what you put out there, but the term branding for people just grinds me. it is the same reason I don't like it when my favorite team is called a "product".
Okay. I get where you're coming from, JJ. I guess it's all on how you process the term in your head. Personally, it doesn't rub me the wrong way, but I can see how it would for some. No matter whether or not you use the term "branding" to describe it, I agree that paying close attention to how others perceive you, and making some adjustments to how you present yourself (not just physically), can make a big difference - not just in the college recruitment game.