You might have multiple online personas spread out across every social network out there, but there’s still just one Internet. So when it comes to establishing “Brand Me” for professional purposes, refinement and consistency is the key:

“Finding your niche is the key,” said Dan Schawbel, author of “Me 2.0: Build a Powerful Brand to Achieve Career Success” (Kaplan, April 2009), and a personal branding guru (that’s his brand, by the way).

He espouses a four-step process — discover, create, communicate, maintain. That translates into: discover your passion and put it together with your expertise; create a “personal branding tool kit” (which may include a résumé, online profile, blog and portfolio of your work) that consistently reflects your brand; pitch your brand online and offline; and update and monitor any conversations about your brand.

All of which can be easily-enough undone by a random Facebook photo or Twitter drunk-tweeting. Basically, when you start working the Web, the Web still works you.