This is a bit of a trick question. On the surface, it provides an opening for the candidate to talk about his or her experience and identity and how they appear to the outside world.

However, you're actually probing for something deeper: whether this candidate's priority is 1) helping your marketing team build a stronger corporate brand or 2) building a personal brand to advance the candidate's own career.

Ideally, you want a candidate who defines his or her personal brand in terms of service, working with a team, and helping a company be successful. A candidate who articulates a personal brand that's independent of any corporate brand is problematic.

Building and enhancing a corporate brand is difficult in a business world that's already saturated with brands, and corporate aims to get everybody in the company to be "on the same page" rather than creating cross-currents that might confuse the corporate message.