In a sea of sameness, how do YOU stand out?
If you work for a company, there's a good chance that no one knows you. Before you take that too literally, let me explain. Sure, you're possibly on the company site, but a bio and headshot do little to explain who you "really" are. In some large organizations, bios and headshot are for "C" level executives and if you're not in that group, you're invisible.
Social media helps you to be recognizable and credible and to establish yourself as a subject matter expert. If you have a personal branding site, you can use your blog content to begin to develop your brand (aka reputation), and build visibility.
There's no down-side to having a personal branding site, and it requires little in terms of financial investment or time.
You can create the site yourself or outsource the work. In either case, the end result is something that can help you stand out from the competition and generate positive recognition.
That's not a bad thing!