Do you notice that gravity exists, every moment of the day? No one does. But it does exist, right? That's how your personal branding works. People form or change opinion about you all the time. Whether you are walking, talking, reading, thinking, working, eating, smiling... People around you notice everything and they consciously or subconsciously maintain your brand in their brain. Imagine a graph with 100s of factors, dependencies and weights maintained effortlessly by everyone around you. Whether you notice it or not - the graph's moving. Creepy, but true.