William Joseph Communications

Boost Business with Your Personal Brand

Our article “What’s Your Personal Brand?” covered the importance of a personal brand, how it defines the way others see you, remember you, think about you, and describe you. This second part explores how to start crafting an authentic, differentiating, and appealing personal brand.

A personal brand encompasses every aspect of you, from the way you dress, speak, walk, stand, laugh, and write to the friends you keep, the books you read, the hobbies you pursue, and countless other factors that branch out in an infinite web. It is impossible to define and control all of those things. What you can do is determine a set of core values, strengths, and passions you hold and want to project. Then, ensure every choice you make is aligned with those and enhances or projects them. If you craft a core vision for your personal brand and act in accordance with it, the peripheral elements will follow suit.

The exercise below will build a foundation for your personal brand. Answer honestly, but also with ambition to become a more excellent person. You want to hone and present the best version of yourself, so aspire to become the person you present yourself as in job interviews and on first dates. The core of your personal brand will span both your personal and professional life, though you may express it differently depending on the situation and audience.


Personal Brand Excercise

Find the Core

1) Core Values

Write down your 5 core values. These are the attributes you think are most important in life. They can be concepts or characteristics. They will act as guiding principles that help guide decision-making, as you would not compromise them. Examples of values include “integrity”, “wisdom”, “balance”, “caring”, “wealth”, “family”, “discipline”, “health”, “achievement”, “independence”, “honesty”, and “generosity”, among many others.

2) Core Strengths/Weaknesses

Record your top 5 strengths and top 5 weaknesses. These are abilities or traits that make you stand out from the rest (strengths) or continually cause you trouble or challenge you (weaknesses). If you find this question challenging, think about roles, tasks, and situations you are naturally drawn to and those that you avoid.

3) Core Skills

What are 6 skills that you think are important to your sense of self and describe the value you offer to others, both personally and professionally?

4) Core Passions

What do you most enjoy doing or are you most interested in at work and in your personal life? Think about what these passions say about you on a deeper level. For example, if you listed running marathons, you may be a determined person who is able to hold and work towards long-term goals. If you listed volunteering, you are likely a caring person who likes working with others.

5) Core Accomplishments

List the 3 accomplishments of yours that make you most proud.

6) Audit

Based on your answers above, consider whether your current actions and brand are aligned with your core attributes.


Creating a Personal Brand

1) Personal Brand Attributes

Select 4 to 5 brand attributes. For example, perhaps you are a wise professional, with a global perspective, who solves problems creatively, and always sees the opportunity in a challenge. Your attributes would be:

2) Work Contribution

List what you offer professionally, to coworkers and your company.

3) Personal Contribution

List what you contribute to others in your personal life.

4) Unique Selling Proposition

We believe that for a business, success is about defining and communicating the unique value of a company. It is much the same with people. Figure out how your unique combination of values, skills, and strengths makes you different. Try to find a niche.

5) Positioning Statement

Bring it all together in a succinct paragraph. Use this paragraph as a reference to guide you in your decision making and actions.

See this eCornell blog post (blog.ecornell.com/how-to-write-market-positioning-statements/) for a guide to writing organization positioning statements.


Living It

A personal brand is critical for success in one’s professional life because people will apply their assumptions about people to their work and businesses. A strong personal brand will help ensure the assumptions are positive. It will make a person stand out, broadcast credibility, showcase a specialty, and make the person more appealing and memorable, which is really the basics of marketing—awareness, consideration, selection, and post-interaction engagement.

Again, this is just the foundation of your personal brand. To really boost your career or business with your personal brand, you need to use it. Speak, write, work, and play, but always do so in a way that is aligned with your brand.

Start with these brand elements to begin benefiting from your brand:

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Monday, March 18th, 2019 at 11:50am
We're so happy to work with incredible organizations such as @ChoirsRedDeer and it looks like the feeling is mutual. Thanks for the kind words!

Learn more about the brand we created for CRD! https://t.co/kQFDDd8ktZ https://t.co/P2bjUcSien
wj_agency photo
Sunday, March 17th, 2019 at 7:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky https://t.co/JEf2wmdTuG wj_agency photo
Thursday, March 14th, 2019 at 12:01pm
Senior Strategist Erin will be in Grande Prairie on March 19, 11:30AM for her Marketing for Non-Profits sesh.

https://t.co/W7jBdOhYN2 https://t.co/Q5O6dfuUqT
Wednesday, March 13th, 2019 at 2:25pm
Ryan's Roundup is coming to #YXE! Join us for a night of good times filled with drinks and networking at @HudsonsPub from 4-6PM on March 15th - let's start those St. Patrick's Day celebrations early! https://t.co/uDZRbDsld3 https://t.co/uKDjjVMw3s wj_agency photo
Monday, March 11th, 2019 at 1:16pm
March 19th at 11:30 am. #GrandePrairie, our Marketing for Non-Profits WJU session is coming to you! Learn how to make your non-profit stand up and stand out. https://t.co/W7jBdOhYN2


William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, March 18th, 2019 at 2:23pm
We're so happy to work with incredible organizations such as Choirs Red Deer and it looks like the feeling is mutual. Thanks for the kind words!

Check out the link to learn more about the brand we created for CRD!

William Joseph Communications
William Joseph CommunicationsSunday, March 17th, 2019 at 10:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:34pm
A big shout out to everyone that came out tonight to Ryan’s Roundup in Saskatoon. Let’s keep the spirit alive and do it again! Good folks make the world go round!
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:33pm
Over a year ago our branding and marketing strategy work started for Excel Health. Tonight, all our hard work takes centre stage at the grand opening. Congrats to such a visionary group of individuals on building such an amazing clinic.
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 3:09pm
We got into the St.Patrick’s Day spirit a couple days early at the office!


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