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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Wednesday, January 16th, 2019 at 1:50pm
#YXE We have a WJ Univeristy session coming for you! Join AM Preston Cicchine TOMORROW at 11:30am for our Art & Science of Marketing seminar and kick your year off right! Reserve your spot! https://t.co/aulFl6hFcw https://t.co/YQqZyGGZKF wj_agency photo
Wednesday, January 16th, 2019 at 1:41pm
Heads up #YYC! We're hosting a WJ University session - Connecting your Business with Customers - tomorrow and still have a few spots left! Be sure to reserve your FREE spot and we 'll see you at 11:30AM! https://t.co/8kTBAWyeKB
Tuesday, January 15th, 2019 at 2:29pm
Despite learning from the ongoing ebbs and flows of the economy, businesses always seem to fall into a pattern of cutting their marketing budgets when times get tough. Learn how marketing can help your bottom line rather than hurt it. https://t.co/dRMvVGX5M1
Monday, January 7th, 2019 at 3:07pm
Are you ready to kick off your best year yet? We have a few spots left in our Art & Science of Marketing session this Thurs at 11:30 a.m. Join our CEO Ryan Townend and gain a deeper understanding of how to develop a marketing plan! Limited space available! https://t.co/iulur5Mjlv
Thursday, January 3rd, 2019 at 2:26pm
We were doing a little bit of cleaning up before the new year and found the ULTIMATE hashtag#TBT - our first piece of promotional material ever created 16 years ago.
We may have come a LONG way since then, but it’s clear that we’ve always remained true to the mission and values. https://t.co/lVor71DM96
wj_agency photo


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 CommunicationsThursday, January 17th, 2019 at 12:20am
William Joseph Communications
William Joseph CommunicationsThursday, January 17th, 2019 at 12:15am
Saskatoon are you ready to start fresh this January? Join Account Manager Preston Cicchine this Thursday, January 17th for a WJU Art & Science of Marketing session!

The Art of Marketing Science seminar provides a clear understanding of how to develop and implement a marketing plan. Areas of discussion include research, strategic planning, brand development, tactical implementation and the importance of measurement. Join us at 11:30am for the informative and innovative session. Attendance is free but space is limited, so be sure to reserve a spot while they last!

William Joseph Communications
William Joseph CommunicationsWednesday, January 16th, 2019 at 10:35am
SASKATOON!!! Enter to win 2 tickets to see Dierks Bentley at SaskTel Centre (our amazing client) on Wednesday January 23. To enter to win we need you to like this post, share the post and tag who you would take as your date! Draw being done at random Monday January 21. Good luck!!!
William Joseph Communications
William Joseph CommunicationsTuesday, January 15th, 2019 at 5:25pm
Despite learning from the ongoing ebbs and flows of the economy, businesses always seem to fall into a pattern of cutting their marketing budgets when times get tough. While cutting excess spending to keep afloat is crucial during tough times, research (and experience) has shown us that cutting all marketing initiatives will do more harm than good in the long run.

Times are tough. Learn how to use marketing effectively to help your bottom line rather than hurt it.
William Joseph Communications
William Joseph CommunicationsMonday, January 14th, 2019 at 8:35pm
Due to super high demand we have added a third session for business owners on branding and marketing in Grande Prairie this Wednesday, January 16 at 3 pm. Please rsvp to secure your spot!



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