Does having a personal brand mean you're less authentic?

[youtube https://www.youtube.com/watch?v=6paItEm2AF4&w=620&h=315]

Saw this on Harvard Business Review this morning:

What can a personal brand do for your career, and what’s the best way to start building one?

Here’s the thing: I hate it when people talk about personal brand.  Those words imply that people need to adopt identities that are artificial and pl…