THIS sentence, I so agree with. “Personal brand” is just a buzzword for personality. The rest I’m not so sure about. Seth Godin doesn’t share embarrassing personal stories and he’s impeccably professional — but no denying the man has both a strong personal brand and a distinct personality.
I wonder if it goes back to something Gary Vee talks about, which is self awareness. If you don’t know who you are in the first place, it’s easy to be (a) milquetoast or (b) all over the place.