I just finished reading Enchantment by Guy Kawasaki. Great book. The first parts are how to grow your brand. The second (non-divided) part is on technology and how to leverage it to grow a personal or business brand. The last part is like a 48 Laws of Power for nice guys.
This book tells how branding works, and how to use it to become enchanting. I especially loved the checklist that tells how to make ethical decisions towards the back of the book. I have made an effort to engage relevant news articles for my Twitter and will soon do so for my personal Facebook.