How do I use data-binding from code (C# or VB)?

This is what I have so far, but it is displaying Binding.ToString instead of m_Rep.FirstName.

Public ReadOnly Property TabCaption As Object 
    Get
        Return New Label With {.Foreground = Brushes.Black, .Content = New Binding("FirstName"), .DataContext = m_Rep}
    End Get
End Property
wpf binding
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