Today we're going to uncover what makes you uniquely you. We're going to go through your vision, purpose, values, goals, and extract the core of your personal brand.
This worksheet is a slightly adapted version of the original by Meg Guiseppi, a good friend of mine and a leading Personal Branding Expert for executives.
Save your answers in a document on your computer so you can revisit and tweak them later. Your answers here form the foundation of all of your future marketing communications.
I've included my own answers along the way as examples. Let's get started!
Before clearly defining your brand, look externally at the bigger picture of your vision for the world. What is your ideal vision of what the world could be?
2. What is Your Purpose?
Now that you have an external goal, look internally: how you can you help the world realize your vision?
3. What Are Your Values and Passions?
You have to know yourself and what you want and need before you can move forward. Your belief system and operating principles determine whether an opportunity in front of you will be a good fit. If your passions aren't met, you probably won't be happy. What are your passions and values?
4. What Are Your Goals?
Project what you want to accomplish so you can create a strategic action plan to get there. What are your goals?
As CEO of my newly launched company, my goals are:
What three adjectives best describe the value you offer? What words do you use to define your personality? For example: collaborative, resourceful, flexible, forward-thinking, risk-taking, connected, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible. What are your top three brand attributes?
My top three brand attributes (in noun form) are:
6. What Are Your Core Strengths?
In what functions and responsibilities do you excel? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly? Examples: identifying problems, seeing the details, leading, delegating, performing analysis, fact finding, crunching numbers, anticipating risk, motivating, mentoring, innovating, managing conflict, writing, listening, communicating.
7. How Do Other People Describe You?
The true measure of your brand is the reputation others hold of you in their hearts and minds. Notice how they introduce you to others. Ask them what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback?
8. What Are Your Weaknesses?
Don't dwell on your weak points, but keep them in mind so that you don't move into a position where that function is the main thrust of the job. What are your weaknesses?
9. Who Is Your Target Audience?
Determine where you want to fit in (industry and niche area of expertise). Learn what decision makers in that field are looking for when they're vetting candidates. Find out where those decision makers hang out and what key words will attract them, and then position yourself in front of them to capture their attention.
10. What Differentiates You From Your Competition?
Determine why decision makers should choose whatever you're offering over the others offering similar value. What makes you the best choice? What makes you a good investment? What value will you bring that no one else will?
And that's a wrap on the worksheet. Now it's your turn! Start at the top of these questions and start typing your answers in a new document. Often, the hardest part is getting started. So don't worry if your “vision” doesn't sound right the first time you write it down. Now that it's written and out of your head, you can start revisiting it and honing it. It will evolve over time.
When you're ready, write a blog post about your ten answers to let the world know what you're all about. (There's nothing like publicly announcing your strengths to motivate you to use them!). Include a link to your worksheet answers in the comments below so I can add it to my list of examples.
Was this exercise helpful for you? What was the hardest part? Would you add any steps or comments along the way? Leave your thoughts below!
Pete Kistler is a leading Online Reputation Management expert for Generation Y, a top 5 finalist for Entrepreneur Magazine's College Entrepreneur of 2009, one of the Top 30 Definitive Personal Branding Experts on Twitter, a widely read career development blogger, and a Judge for the 2009 Personal Brand Awards. Pete manages strategic vision for Brandâ€Yourself.com, the first online reputation management platform for job applicants, named one of the Top 100 Most Innovative College Startups in the U.S.