Make a mental picture. Clamp your eyes shut and picture who you are and what qualities you want people to call to mind when your name comes up (or when a job presents itself that would fit you like a glove). Those qualities should be the cornerstones of your brand.
Become a tangible product.
For those branding giants -- our aforementioned Kleenex, Band-Aid, and Starbucks -- the image is reinforced with logos, trademarks, commercials, catch-phrases, and customer service. Each time a customer interacts with a given product, the corporation reinforces the brand until, when you need a tissue, you think Kleenex. You, however, are not a tissue. You are a living, breathing brand, with ample opportunities to reinforce this on a daily basis. If your personal brand involves innovation, be innovative in all things: the food you eat for lunch, the gadgets you rely on, the style that swirls around you. Keep in mind that this can work against you, too: If you always do shoddy work, your desk is a mess, or your wardrobe is atrocious, those are the qualities that people will associate with you. Yikes.