how to figure out your personal brand

    4 Steps to Embrace Your Unique Identity

    Close-up of hands flipping through a notebook with text: how to figure out your personal brand

    So you’re wondering how to figure out your personal brand, and I’m wondering if I can take a Hallmark Brand Strategist Moment to give you an OH HELL YES? Honestly, The fact that you found your way to this blog post proves you know how important branding is as an entrepreneur, and in my professional opinion that deserves a virtual round of applause (And maybe champagne? No, not before noon? Fine.).

    Because personal branding can feel like a big, stupid puzzle, right? Taking every damn nuance of who you are as a person – your personality, your experiences, your values, your fears, your beliefs, your goals – and combining them into one cohesive entity that means something specific to your ideal clients? IMPOSSIBLE. (It’s really not – but we’ll get to that!)

    I’ll walk you through exactly how to figure out your personal brand below, but first…

    Let’s take one lil’ step back because before you can start figuring out your brand you have to understand what a brand actually is, and equally as important, what a brand isn’t.

    If I could scream anything from the mountaintops, it would be this: DIE HARD IS ABSOLUTELY A CHRISTMAS MOVIE. But also: your personal brand isn’t your logo! It’s not your color palette, your website, your storefront, your “Inspiration” Pinterest board, or even your business.

    At its core, figuring out your personal brand is really just shaping your reputation. Your brand is how your audience feels about you. It’s the characteristics that come to mind when they think of you and your business. It’s how they describe you to their friends. It’s the specific spot you take up in their brains.

    This is where shit gets wild, because while you HAVE a business, you ARE a human.

    And there are FAR too many facets of being human to describe in just a few words. What if you consider yourself multi-passionate? What if you watch cheesy musicals, but are also really interested in sports medicine? What if your clients are respectable, professional career-oriented adults but on Friday nights you like to pound 3 vodka sodas and see how low you can get on the dance floor?

    What if some days you have enough energy to back-up dance for Beyoncé and other days your biggest accomplishment is making a you-shaped dent in the couch and wiping Cheetos dust on your sweatpants? How do you build your personal brand when you have to reconcile your personality paradoxes?

    How do we get from YOU (a human with countless experiences / thoughts / emotions / opinions / hopes / dreams / beliefs) to a PERSONAL BRAND (a straightforward and defined concept that’s easy to describe)?

    Figuring out your personal brand is simply a process of refinement. You’re not taking all of the elements that make you you, squishing them together, tying a brand-colored ribbon around them, and calling it a personal brand. Instead, you’ll acknowledge each and every one of the pieces, consider what’s the most important, and strategically focus on the elements that most clearly determine:

    • Who you are (your personality!)

    • What you do (your business!)

    • How you do it differently (your unique value proposition!)

    • Who you serve (your ideal clients!)

    So – why wait when you can have instant gratification?! Let’s start to figure out your personal brand literally RIGHT NOW!


    1. Write down 15 – 20 qualities and characteristics that describe you as a person

    Leave your business out of this – we’re talking about you, the real human person here! And then narrow that down to 3 – 5 that seem to stand out the most. Focus on the ones that feel make you unique, are a large part of your identity, and that you love sharing with others. And then think about ways you could start bringing that part of your personality into your brand through your writing or speaking.

    2. Stop thinking about what you do, and start thinking about why you do it

    Not just that it makes you happy, or you’re passionate about it, or that people need it. Why does it make you happy? Why are you passionate about it? Why is it needed? Why do more people deserve to know about it? How could you sharing your ideas make a real impact in people’s lives? Figure out your why and make it a cornerstone of your content – give people a reason to care as much as you do and you will easily build your personal brand.

    3. Determine what pisses you off about your industry

    Is it the myths? The standards and norms? The inauthenticity? The unethical practices? The lack of aceessibility? Once you’re good and mad, decide how you’re going to use your business to change your industry. Decide how you’re going to do things differently. Decide how you’re going to communicate that to your audience. And then put that shit into action.

    4. Describe the kind of people you LOVE to work with, and then figure out the reason

    Is it because they’re extremely driven and don’t give up on their goals? Is it because they’re easygoing and carefree? Is it because they make new experiences a priority in their lives? Is it because they value their friendships above all else? Is it because they’re fiercely loyal to those they love? Start creating content that touches on those traits so you can start bringing more of the right people into your world.

    And look, I know those prompts aren’t easy, but I also know real brand strategy work never is. I guarantee if you truly take the time to dig into these prompts and figure out the strategy behind your choices, you’ll start to see parallels between all four elements of your personal brand – who you are, what you do, how you do it differently, and who you serve.

    There’s a lot more that goes into a complete brand strategymission, values, messaging, story, etc. – but the more time and energy you’re willing to invest into exercises like the ones above, the more defined, unique, and effective your brand will become!

    Want more guidance as you build your personal brand? Download your free copy of The No-Bullshit Guide to Branding:

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    December 1, 2020





    Hi, I’m Asia!

    As your No-Bullshit Brand Strategist I’m here to help you discover, leverage, and communicate what makes you unique so you can boldly position your expertise! I believe entrepreneurs will change the world, that bottle openers are the best accessory, and that real bravery is eating tacos in a white shirt.

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