5 Steps to Your Personal Branding Blueprint for Success

5 Steps to Your Personal Branding Blueprint for Success

An Interview with Manny Torres
Author, Speaker, Co-Founder
Rockstar Professional Mastermind (RPM) Leader



In this article, we’re going to cover the five steps to your personal branding blueprint for success. Those five steps are your values, your style, your message, the experience and the IT factor.

From “The Business Card Guy” to Author & Speaker

When I first moved to Jacksonville, I started my own business. I had a printing and graphic design company. I ended up buying a franchise and quickly went to work networking and meeting as many people as possible. The great thing was I was able to grow my business and was able to get a lot of new customers and meet new people and getting integrated into Jacksonville.

The problem lies in that somewhere along the line I’d lost my identity and people started to know me as “the business card guy.” And for someone who grew up as a designer that has creative skills and takes great pride in the work that I do, being called “the business card guy” just didn’t fit who I was. And that’s what I want to help people avoid. So if this article can help you work on your personal brand so that you ensure that you stay true to who you are and your authentic self, then I’ll call this a success.

So let’s jump right into the 5 steps to your personal branding blueprint for success.

Personal Branding Blueprint for Success

Step 1: Your Values

Who are you? This is where we really need to start out and this is where I went wrong when I first started my print franchise. I didn’t think about who I was and what my values are and ended up with a business model that wasn’t going to allow me to grow into my full potential. So, you want to take some time and write out what the values are for yourself and even think about the values of your friends, your connections, your clients, and everybody that you surround yourself with. You want to make sure that all those values are aligned so that you’re making sure that the choices that you make within your business and your life are the right ones.

The next part of your values is going to be what you stand for. So what is it that you stand for, who do you stand up for and if you can’t think of something that you stand for, what are you against? Is there something that you want to eradicate from the world? These are going to help you to find yourself and let people know who you are in a very quick way. So in the world of print, just to stay on that theme, if I was for eco-friendly things, I would stick with recycled papers because that would be something that’s true to the values.

The third part about values is how do people perceive you? There are two parts of communication: there’s what you put out and what people receive. You’ve got to be very mindful of the way people receive the messages that you’re putting out. If you know who you are and you can start to identify the way that you’re communicating and seen with how people receive that. You want to make sure that those are aligned with your values because sometimes if you feel that you’re being genuine, but someone sees as you as fake, there’s a disconnect. So you need to be very careful on the words that you use to make sure that that’s coming through.

Step 2: Your Style

The first part of your style is your appearance. Now, this goes for everything including when you’re out networking – the way you dress and how you groom yourself. Those are making an impression. There’s a quick little sentence I’d like to say, which is your branding is either done by default, which means that you have no idea what’s happening and it’s just being designed without you or it’s done by design where you’re actively working on it, making sure that you’re putting forth the image that people want to see. So, think about the way that you look when you go out and also every piece of marketing that identifies of who you are to make sure that those things are corresponding back to those values that we talked about earlier.

The second part of your style is your communication. What’s your tone, your charisma, are you smiling, are you happy? The tone that you use when you communicate both in person, on the phone, and in any type of marketing that you do. Once they have the same communication style, tone and charisma that you want reflected of your brand.

The third part of your styles is the visuals. This is the thing most people think about when they talk about branding. This is your visual colors, fonts and elements. You want to make sure that colors reflect who you are and also the target audience that you’re going after. You want to pick fonts that communicate those same tone and charisma that we talked about earlier. Also fonts and elements that communicate the values that we mentioned that are the foundational elements of your brand.

Step 3: Your Message

What is the message that you’re putting out there to your market, to your prospects, to your suspects that maybe doing business with you? Every message that you put out should be adding value to someone. You shouldn’t always be selling. What you want to be doing is providing different ways that people can interact with you. Take little bits of values so that they build trust and credibility with you. So that down the line, they want to hire you or use your services or buy your products.

You want to make an impact. So, your messages shouldn’t be vague. You want to take a stand and make sure that your messages come across in a way that has an impact. We’ve all seen that when there’s controversy on TV, radio, or in print as a bigger response, and that’s because people took a side. Don’t feel like you’re worried about offending someone or alienating a certain portion of your audience. Think more that you’re talking very directly to the people that you want to talk with, those people that value you the most.

Another key component of your message is that you need to have an original delivery. You want to make sure that you have your own unique style. This is what’s going to draw people to who you are because there’s no one else out there’s just like you. So, by having an original delivery on your messages, it’s going to set you apart from your competitors and it’s going to draw you and closer to your ideal clients and make them read in advance of you and your business or your product or service.

Step 4: The Experience

This is the experience from the beginning to the end of doing business with you. So, before someone even knows you, the first time they experience who you are or your brand or see you. All the way until they talk to you, interact with you, and maybe visit your website, see videos, anything that has to do with you and your business and your personal brand should all be very consistent. So, if you can maintain that great experience from beginning to end, that will be helpful for you and your business.

First, you want to aspire to fascinate and what I mean by that is that people are drawn to awesome, unique ways and you want to take the values that are inherent to you and natural to you and lead with those advantages.

You want to lead with your fascinating advantages so that people are drawn to you. Sally Hogshead says, “Better isn’t better. Different is better.” So, really stick to the pieces of what make you unique and do more of those things.

Next you want to be memorable. So being memorable doesn’t mean that you have to do something outlandish. But if you can find unique ways to set yourself apart, there’s work called lagniappe and it talks about doing something extra that’s not expected. So, if you go to a hotel and they have a chocolate on the pillow or they have a goldfish in the room just for you. That’s something that’s unique that they’ve done to be memorable.

And that brings us to the next part of the experience which is build it into your process. You can build it into your process in a way that each customer or prospect has a way that they felt like you’re taking time out to do something specific for them that gives them a great experience.

Step 5: The IT factor

This is the biggest part of personal brand that a lot of people miss. There are three parts of this that really help define the people that have the “IT factor.”

Number one is you going to set the attitude and that attitude is that you’re going to be the best in your industry. Now, it doesn’t mean that you have to be the best across the world; it means that for your specific audience, you are the best fit. Instead, you know exactly what you’re great at, you know why you’re unique, and who you can help.

Number two is you want to develop the expertise. You want to take the time to continually learn and invest in yourself so that you can be that expert in your industry and be seen as a thought leader for those people on your audience that are looking to you for advice.

And number three is you’re going to ignite the drive. Most people fall short on this because a lot of people want success overnight but real success takes time. And you’ve got to have that drive, that will power that’s going to keep pushing you even when you hit someone’s clocks so that you can power through those and be that rock star that we know you are. So those are the three pieces of the IT factor. You want to set that attitude, develop that expertise, and ignite your drive. Now, if you do all five of these, you’re going to become a rock star professional. And remember as Jim Rohn says, “Work harder on yourself than you do on your job and you’ll be doing great.” Thank you.

Are you ready to elevate your personal brand so you can be paid for who you are and not what you do? Download your Personal Branding Checklist to get started today!

What is Personal Branding, Why It’s Important, Benefits & Examples

You probably hear the word “branding” several times a day. It’s become one of the most common subjects in entrepreneurship — and for good reason.

Branding isn’t just another example of marketing jargon. It’s actually critical to your online presence and to your business’s success.

You might have thought of your business’s brand, but what about your personal brand? Even if you don’t make any attempts to create a personal brand, it already exists if you are active online.

We are passionate about branding here at Kajabi because we believe that it is critical for anyone in the Knowledge Commerce market to harness and control his or her personal brand.

Many different factors contribute to a personal brand, from the way that you communicate online to the types of stories you tell. It can also incorporate visual variables, such as the photographs you publish and the types of graphics you use.

But what is personal branding? And how can you make the most of it?

That’s what we’re going to cover today.

What Is Personal Branding?

Personal branding refers to the process of establishing your public persona for your target audience. It involves carefully and accurately communicating your values, beliefs, goals, and purpose.

Think about some of the biggest brands’ public images. Nike, for instance, has built a brand around celebrating athletes, creating high-performance products, and supporting consumers who want to live active lifestyles.

You’ll see examples of those branding factors and everything that that Nike, from ads in magazines and on television to its social media profiles.

That’s exactly the approach you need to take when creating a personal brand. You might not publish ads in magazines or create television commercials, but you have to think about how your personal brand is represented when you communicate with your audience online.

Why Do You Need to Build Your Personal Brand?

A personal brand exists whether or not you create it for yourself. When you publish a blog post, for example, you reveal aspects of your personality to the people who read it.

Your personal brand develops around the content you post, from social and search advertising to blog posts and webinars.

“If you don’t actively build your personal brand, you don’t have any control over it. Other people will form their own beliefs about what you stand for and why you’ve created your business. #Kajabi” — Tweet this!

Taking control of your personal brand, on the other hand, puts you in the driver’s seat. You get to control the narrative and show your audience what you want them to see.

It’s not about being fake. You’re not creating a character for a movie. Instead, you are curating aspects of your own personality and presenting yourself in the best possible light to achieve your Knowledge Commerce business goals.

What Are the Best Personal Branding Strategies?

Before you start growing your personal brand, you need to know the best practices so you don’t run into common pitfalls. Remember that even a single misstep can set your brand back and hurt your reputation.

This is particularly true for Knowledge Commerce professionals. Your personal brand revolves around your ability to educate people based on the knowledge that you have.

If people think that you don’t have the ability to share your knowledge effectively, you won’t have a business at all. That’s why you need a carefully-crafted personal brand as well as a business brand.

So what are the best practices for personal branding strategies? Let’s dive into a few of the most important ones.

Harness Your Personality

Start with your personality. It’s the most unique thing about you and set you apart from your competitors.

How can your personality help you share your knowledge with your target audience? Maybe you’re extremely outgoing and extroverted, for example. You can use that character trait to illustrate your skills and to attract people to your personal brand.

In Knowledge Commerce, people are attracted to educators and business owners who can effectively communicate their ideas and their knowledge on a large scale. That’s why your personality becomes so important for your personal brand.

Personality traits such as meticulousness, helpfulness, bravery, fearlessness, stubbornness, extroversion, introversion, and selflessness just barely scratched the surface.

Make a list of all the personality traits that people you love have commented on in the past. What sticks out at you the most? And how can you amplify that character trait to make your personal brand stronger?

Believe in Yourself as a Brand

Many Knowledge Commerce professionals never bother with personal branding because they don’t believe that they are a brand. That’s a mistake.

You become a brand the moment you put yourself out there on the Internet or in person. This is especially true when you start your own business.

Bill Gates, for example, started Microsoft. This is one of the most powerful and well-known brands in the entire world. Still, Bill Gates has his own personal brand.

You can say the same for anyone who has started a business. Even if they focus on their products or services, they still enter the limelight from time to time.

Take advantage of this. Believe in yourself as a brand. In fact, you need to embrace your personal brand if you want to exercise control over it.

Know Your Strengths and Weaknesses

Every person on the planet has certain strengths and weaknesses. You have to embrace yours if you want your personal brand to come off as authentic.

In other words, you don’t want to paint yourself as the person who has the answers to all the questions in the world. Instead, you have to make yourself as human as possible. The best way to do this is to own your weaknesses as well as your strengths.

Many of the most high-profile personal brands have even made their narratives all about their weaknesses. Consider Heather Armstrong, more commonly known as , who built a successful blog and business around her struggles with parenthood and mental illness.

This doesn’t mean that you should follow in Armstrong’s footsteps. You don’t have to lay out every personal thing about yourself for the entire world to see.

However, building your personal brand requires you to be honest about what you know and don’t know. This is particularly true of the Knowledge Commerce market.

Curate Your Online Presence

While authenticity is undeniably important for any personal brand, you also have to have boundaries. Before you begin to present your online persona to the world, decide what you will and will not share with your followers.

For many entrepreneurs, for example, family is off limits. They don’t want to subject their loved ones to online scrutiny.

Other entrepreneurs have no problem with posting anecdotes, photographs, and other information about their families online. There’s no wrong answer — you have to decide what is right for yourself.

You can also decide what you want to share with regard to your education, work history, personal struggles, and anything else about your personal life. Choosing not to share certain things doesn’t make you any less authentic as long as you don’t make up an opposite truth.

Build a Website for Your Brand

If you want to build a personal brand, you need a website. That’s your own personal platform from which you can share your digital products, blog posts, webinars, and any other content you think would interest your audience.

Fortunately, you can create a blog within the Kajabi platform itself. It’s as easy as giving your blog a name, creating a first post, and deciding what types of blog posts you want to share in the future.

Your blog is something you own. You don’t own your social media profiles; Facebook or Twitter could disappear in an instant and take with it all of the content you have shared. While that’s not a likely scenario, you still want your own property for online branding purposes.

In the Knowledge Commerce market, you’ll probably want to share knowledge-based content on your blog. Demonstrate your expertise and your ability to educate your audience so that the people who find your blog will be interested in your paid products.

Your website can also include sales pages, landing pages, a membership section, and anything else you want to publish. Make sure that anyone can contact you from any page of your website. Include an email address, contact link, or even a phone number.

Provide Value at Every Opportunity

In the Knowledge Commerce market, information is a form of currency. It’s extremely valuable to the people who follow your personal brand because they are interested in learning what you already know.

For this reason, avoid sharing content that doesn’t provide any value for the reader. Since you are selling online products, you don’t want to use your website or blog as a personal diary.

This doesn’t mean that you can’t share personal information. You can. However, you want to frame those anecdotes in a way that helps your audience. For instance, you might share a cautionary tale that could help your audience avoid making mistakes that you made in the past.

Providing value can extend beyond blog posts, videos, social media posts, and other common marketing channels. For instance, you might want to participate in the comments section of your blog. Respond to people who leave comments, ask questions, or suggest future content.

Never Share Without a Purpose

Building off the last tip, make sure that you have a purpose when you share content with your audience. In other words, you should have a very good reason for posting a blog post, sharing something on social media, or otherwise interacting with your audience.

Why is this important?

Because if you disappoint your audience wants, those people might never come back to your personal brand. There will think that you have nothing of significance to offer and will therefore seek out competitors.

That’s the last thing you want to happen.

Knowledge Commerce relies on individuals who can effectively share what they know with their audiences. If you post something online that has no purpose or meaning, you’ll shed an unfavorable light on your business.

Build Relationships With Other Well-Known Brands

Another great way to build your personal brand is to interact with other well-known brands in your industry. Find influencers, popular Knowledge Commerce experts, and entrepreneurs in related industries.

Interact with them online whenever you get the opportunity. Comment on your social media posts, leave feedback on their blog posts, and get to know them.

Believe it or not, your competition is not always the enemy. In fact, many brands and found success in partnering with their competition on specific marketing campaigns.

The important thing is to make sure that your personal brand remains unique and visible. You don’t want to disappear behind a more well-known figure.

Reinvent Yourself

The great thing about personal branding is that it doesn’t have to last forever. If you make mistakes while building your brand, you can reinvent yourself and present a new persona to your online audience.

This is not something to be taken lightly. If you’re going to radically change your personal brand, you need an excellent reason and you need to share that reason with your audience.

Maybe you made an embarrassing faux pas or perhaps you decided to take your business in a new direction. That’s completely fine. Just make sure that you share your reinvention with your audience and remain transparent about your goals, values, and beliefs.

What Are the Benefits of Personal Branding?

Personal branding comes with many benefits. When you take control over the narrative that surrounds your online persona, you can make important decisions about what you share and how people see you.

Think about your business’s brand. It should connect with their personal brand at many points, but your personal brand is more about your personality, your hopes, your dreams, and her motivations.

Essentially, you’re putting a face behind your business. That’s always a good thing.

You might have noticed that many major brands use celebrity spokespeople to help spread their brands’ messages. You might not be a celebrity, but you are a unique human being who has interesting stories to share and powerful knowledge to pass on to others.

Don’t forget that.

With that said, let’s look at some of the most important benefit building your personal brand.

When you engage in personal branding, you automatically become more accessible and more visible to your online audience. People can find you with a simple Google search or interact with you on your various marketing channels.

It’s difficult to overstate the importance of visibility when it comes to the Knowledge Commerce market. You want people to know why you are qualified to teach online courses and create other digital products for your target market.

Becoming more visible can be scary for many entrepreneurs. They feel exposed and worry about making a mistake that could hurt their businesses’ reputations.

Just take it slow. Figure out what you want to share with your online audience and remember to respect your own boundaries as well as those of your loved ones.

2. You Can Leverage Your Network

As you grow your online brand, you’ll develop an ever-growing network of people in your industry, potential customers, and existing customers. This network can become a huge asset when it comes to growing your business.

You might have heard that “who you know” is important if you want to succeed in business. While this isn’t entirely true, having a network of people at your disposal can become extremely valuable when you want to launch a new product or take your business in a new direction.

Furthermore, the more people are aware of your personal brand as well as your business, the more visible you’ll become in terms of your potential audience. People in your network will share your content with their own audiences, which means that you will reach people you couldn’t have targeted otherwise.

Personal branding doesn’t just have to help increase your visibility online. You’ll also become more recognizable in person.

Many of our Kajabi Heroes attend in-person events to promote their businesses and to secure new clients. If you think that you might want to do the same, making yourself more recognizable for personal branding can turn in-person events into excellent conversion machines.

You might attend local or regional trade shows, conferences, and conventions. Maybe you have written a book and you want to host a book signing.

Whatever the case, getting noticed in person can help you build your brand even further and make your business more profitable.

4. Your Business Will Become Stronger

Your personal brand can benefit your business brand and vice versa. While they are two distinct entities, they will intersect naturally because you are in charge of your business.

Essentially, you get two shots at branding. You can use what you’ve learned from business branding to inform your personal brand and to avoid making mistakes.

5. You Can Leverage Your Brand to Build Partnerships

Partnerships are an excellent way for Knowledge Commerce professionals to join forces and to improve both of their brands. When you create a product with another professional, you each get access to each other’s audiences.

Plus, you cut the work in half, which allows you to put out more digital products for public consumption. The more products you create, the more profit you can generate.

Use your personal brand to get to know other people in your industry and to connect with business owners whose audiences intersect with your own. That’s one of the best ways to build profitable partnerships.

6. Your Online Relationships Will Flourish

It can be difficult to maintain online relationships with peers and customers, but when you have a strong personal brand, you can expect those people to continue to come back to your website and other marketing channels on a regular basis.

Since you are more approachable and visible online, it’s easier to get in touch with you. You might not even have to reach out to other people to form partnerships, get new leads, and otherwise grow your business. Other people will come to you.

7. You Never Know What Might Happen

Serendipity can be a funny thing. You’ll grow your online personal brand with no real idea of what might come up. Some people thrive as Knowledge Commerce professionals, while others tend to fade away.

If you give yourself over to the process of personal branding, you might be surprised by the opportunities that come your way. You’ll have put in the work toward making yourself more visible in your online relationship stronger, so you can enjoy the fruits of that labor once opportunities present themselves.

8. You’ll Build Confidence

Personal branding can be scary, as we mentioned above. You might feel vulnerable when you put yourself out there online and make yourself more visible to your target audience.

It’s a good form of anxiety, though. It means that you’re trying something new and taking a risk.

As you get more comfortable with personal branding, you might find that your confidence rises. You won’t feel as anxious about sharing personal details with your audience, getting in front of the camera, and other aspects of online personal branding.

Plus, that confidence can stretch and other areas of your business.

9. You Control Your Brand Image

We’ve mentioned several times that control is essential when it comes to branding. If you don’t take control over your personal brand, people will form their own opinions and your brand will grow without your input.

Don’t let that happen.

Instead, become purposeful about everything you share with your audience. Control the information that you released to the public so that you retain control over the narrative.

Even if you make a mistake, you’re still in the driver’s seat. You can figure out a way to navigate the future while still retaining control over your brand.

10. Your Credibility Will Grow

Credibility is extremely important for Knowledge Commerce professionals. The more credibility you have, the more likely people will be to invest in your digital products.

How do you build credibility?

You share valuable, information-rich content with your audience. You use your personal brand to educate people who are interested in what you know and what you do.

It sounds easy, but it can get tough when you don’t have a personal branding strategy. Once you know exactly what you want to share with your audience, you’ll find it easier to connect with people and to share your knowledge with the rest of the world.

It’s true that building a personal brand takes a lot of work. However, the fruits of your labor can far outweigh the amount of time and energy you’ve expended on your personal brand.

When people know who you are and trust your judgment, your goals become far more achievable. You can sell more products, attract more visitors to your website, gain more participants in your webinars, and convince more people to join your membership site.

Customer retention also becomes easier because you have a personal relationship with your customers. Those people will continue to buy your digital products because they believe in what you stand for and trust that you will deliver consistently valuable content each time you release something new.

Personal Branding Examples

There are lots of examples of successful personal branding that you can use as a blueprint for creating your own personal brand.

Earlier, we mentioned dooce, a website run by Heather Armstrong. She generates money through ads on our website as well as sponsored content. In fact, her entire empire revolves around your personal brand.

Many other personal brands have developed around specific businesses — even in the Knowledge Commerce market.

Consider Gary Vaynerchuk — often affectionately referred to as Gary Vee. He got his start in the Knowledge Commerce market by sharing vlogs about his passion: wine. Now, he’s one of the most successful marketers in the world and his businesses revolve around his personal brand.

Then you have Mark Cuban — owner of the Dallas Mavericks, serial entrepreneur, billionaire, and star of the hit reality television series Shark Tank. Cuban has built many businesses, but his personal brand often overshadows them. He’s known for his outspoken opinions and his passion for everything he does.

Use Kajabi To Turn Your Knowledge & Content Into Products You Can Sell

Now that you are more familiar with the process of personal branding, you can use Kajabi to help you build and spread your personal brand so that your Knowledge Commerce business continues to grow.

Use our built-in blogging platform, video hosting capabilities, integrations, metrics and analytics, and many other tools to take control over your online persona.


At Kajabi, we’re passionate about helping Knowledge Commerce professionals become more visible in the online market. That’s why we celebrate our Kajabi Heroes.

But personal branding isn’t something that happens overnight and it’s not something that you should leave up to chance. You need to take control over your personal narrative and make sure that you know exactly what you want to share with your online audience.

Start by understanding the best practices involving personal branding. Make sure you have a website and a blog. Share valuable information with your audience and never post something unless you have a purpose for doing so.

Remember that personal brands don’t exist in a vacuum. Focus on building relationships with other influencers in your niche. You might even want to work with one or more of them on a joint project.

Once your personal brand begins to take off, you’ll be more visible online. You can leverage your network, become more identifiable in person, and make your business stronger.

Plus, your online relationships will flourish. You never know what types of opportunities might present themselves once you become well-known.

What have you done to create and promote your own personal brand?

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A Roadmap to Personal Branding for Geoprofessionals: Part 1

When someone asks what you do for a living, what do you say?  Can you clearly define what you do? How do you communicate your value and set yourself apart from other engineers, scientists, technologists and professionals?

You do this through your personal brand.  Your brand is your reputation. It matters because it’s the secret to describing your key attributes, defining your unique value, and telling your story. Having a personal brand is essential for explaining your value and the applicability of your skills and expertise. This is especially true for complex and technical disciplines, like those in the geoprofessional industry, where it can be difficult to explain one’s profession without glossing over your specialization or burying it in technical jargon.

Until I attended a webinar on this topic by Coach and Leadership Development Consultant Pat O’Malley, I had never thought about personal branding in the context that everyone could do this, not just CEOs. Taking what I had learned from O’Malley’s webinar, I worked on developing my own personal brand alongside my boss, Director of Applied Technology Darrin S. Farmer, and colleague, GIS Analyst Christina Gonzales. We collected some lessons learned that we want to share with other geoprofessionals.

Where to Start in Personal Branding

We typically have less than 30 seconds to make a memorable impression on someone. Every interaction is an opportunity. Whether you’re a GIS analyst, geotechnical engineer, geologist, hydrologist, CAD technician, or one of the many other professions within our industry, knowing your personal brand is key to being able to clearly explain what you do and why you do it the best.

So how do you start defining and talking about your personal brand? Begin with:

  • Defining the key attributes that describe you. This is your Persona.
  • Describing what distinguishes you from your colleagues. This is your Promise.
  • Developing brand advocates and finding opportunities to tell your brand story. This is known as Promotion.

For this post, I’ll talk about how to define your persona. In a follow-up post, my colleague Christina will cover the topics of promise and promotion.

How to Define your Persona

A persona describes who you are and the qualities that make you, you. This includes your attributes, characteristics, vision and values. To start defining your persona, ask yourself the following questions.

What are your strongest attributes (list 3 to 5)?
For example, what was the most successful project you ever tackled, and what made it successful? Was it your time management skills, your willingness to delegate and empower colleagues, or maybe it was your stellar communication skills that contributed to the project’s success?

Additional questions to contemplate:

  • What was the most important team role you ever fulfilled and why?
  • What strengths do others acknowledge in me?

What am I passionate about?
If you had an extra day off every week, consider what you would do with it. Would you learn something new, spend time outdoors, or travel?

Additional questions to contemplate:

  • What type of people or activities are you drawn to?
  • What kind of news stories captivate your interest?

What motivates me?
Think about when you are faced with an obstacle. What is your go-to skill to overcome it?  Do your creative talents pull you through, do you gather a team and brainstorm solutions, or do you buckle down and figure it out?

Additional questions to contemplate:

  • What type of projects does time fly while working on them?
  • What types of projects or tasks do you avoid?

After working through these questions, you should have a fairly complete list of your strengths.  Don’t worry about perfect answers, the important thing is to start defining your strongest attributes.

As you work through building your personal brand you can refine your persona and start seeing how it relates to the value you provide to others who work with you.  As Benjamin Franklin said, “There are three things extremely hard: steel, a diamond and to know one’s self.”

Delivering your personal brand clearly and consistently creates memorable interactions with colleagues and clients, and can potentially open doors to new opportunities.

Next Steps

If you want to get a jump start on defining your promise and how to promote your personal brand, you can download the workbook Mapping your Unique Value: a Roadmap to Personal Branding (PDF – 565KB) that Christina and I put together along with our co-presenter Amber Raynsford of The Watershed Company for a recent workshop at the 2014 Washington GIS Conference hosted by the Washington State Chapter of The Urban & Regional Information Systems Association (WAURISA). You can also see our slides from the workshop.

If you want to hear me speak about this topic in person, I’ll presenting on it this September at GeCo in the Rockies 2014.

Dorie Clark – Reach Personal Branding Interview Series from Careerblast


Entrepreneurial You –

Monetize Your Expertise & Create Multiple Income Streams

On December 14, 2017 William Arruda, founder of Reach Personal Branding, interviewed Dorie Clark.

Dorie Clark’s new book is “Entrepreneurial You: Monetize Your Expertise, Create Multiple Income Streams, and Thrive” (Harvard Business Review Press). We’ll talked about how to create new revenue-generating areas of your business without pulling you in too many directions, and become recognized as an expert in your field who can command premium prices. We spoke in depth on the topics.


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In this interview you will learn:

  • How to launch a paid speaking business
  • The first steps to take in creating multiple income streams
  • How to build your email list and your following
  • How to leverage your expertise online (without being spammy or scammy)

BIO: Dorie Clark

Dorie Clark is an adjunct professor at Duke University’s Fuqua School of Business and a professional speaker. She is the author of the forthcoming (Harvard Business Review Press). Her previous books include  and , which was named the #1 Leadership Book of 2015 by Inc. magazine, one of the Top 10 Business Books of the Year by Forbes, and was a Washington Post bestseller. The New York Times has described her as an “expert at self-reinvention and helping others make changes in their lives.”

A former presidential campaign spokeswoman, she is a frequent contributor to the Harvard Business Review, and is a consultant and speaker for clients such as Google, Yale University, and the World Bank. She is also a producer of a multiple Grammy-winning jazz album. You can download her free self-assessment workbook and learn more at dorieclark.com/entrepreneur.

Download the handout for this call: http://360rea.ch/2nevwzg


To market your services as a coach, you need to know what drives your clients. The 2017 Global Consumer Awareness Study from the International Coach Federation contains powerful insights and data-driven client personas that will help you understand consumers, market your services and grow your business. Get your copy today at .

Cali Williams Yost – Reach Personal Branding Interview Series


Take Control of Your Work + Life “Fit”  –

in Today’s Flexible Workplace (because there is no “balance”)

On February 23, 2017 William Arruda, founder of Reach Personal Branding, interviewed Cali Williams Yost.

Clocks and walls used to tell us where work ended and the other parts of our life began.  But the clocks and walls have disappeared as workplaces become more flexible.  We now need to take control of their way our work and life “fit” together.  But how?  Internationally-recognized flexible workplace strategist, Cali Williams Yost, spent years studying a small segment of the population she calls the work+life fit “naturals.”  These unique individuals seem to fit work and life together with grace and ease, while the rest of us struggle to keep our heads above water.  Yost translated the secrets of the work+life fit naturals into her most recent book, “Tweak It: Make What Matters to You Happen Everyday” (Center Street/Hachette).  Learn how you can fit work and life together day-to-day to be YOUR best, on and off the job.

In this interview you will learn:

  • How to celebrate Success, not Perfection
  • How to break your work and personal priorities into small doable actions
  • Why more organizations are taking issues related to work and life more seriously
  • The top THREE secrets for work+life fit success


Podcast: Play in new window | Download


BIO: Cali Williams Yost

As the CEO and founder of Flex+Strategy Group/Work+Life Fit, Cali Williams Yost has helped hundreds of businesses and thousands of individuals partner to create award-winning flexible workplaces over almost two decades. Clients have included Ernst & Young, Novo Nordisk, Quest Diagnostics, the United Nations and Stanford University.  An honors graduate of Columbia Business School, Yost offers her pioneering work+life “fit” advice to individuals in the recently released, Tweak It: Make What Matters to You Happen Every Day, (Center Street/Hachette, 2013), and in the critically-acclaimed, Work+Life: Finding the Fit That’s Right for You (Riverhead/Penguin Group, 2004).  She has appeared on the TODAY Show, CNBC, BetterTV, NPR, and in The New York Times, USAToday, and the Wall Street Journal.  In addition to being named one of Mashable’s Top 14 Career Experts on Twitter, one of Columbia Business School’s Alumni Changing the World, and one of the 40 Women Over 40 to Watch, her websites have been awarded “Best of the Web” distinctions by Forbes.com and WorkingMother.com.  Yost lives in New Jersey with her two daughters and husband.

Download the handout for this podcast:http://360rea.ch/2lclYCU


The International Coach Federation is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches across a variety of coaching disciplines. Together, its 25,000-plus members located in more than 135 countries work toward the common goal of enhancing awareness of coaching, upholding the integrity of the profession, and continually educating themselves with the newest research and practices.

Discover findings from ICF’s latest Global Coaching Study at Coachfederation.org/2016study.

John Hall – Reach Personal Branding Interview Series


Top of Mind –

How to use content to stay top of mind with your key audience or those who matter to you

On August 17th William Arruda, founder of Reach Personal Branding, interviewed John Hall.

If you create meaningful relationships in your professional life with customers, partners, and industry influencers and in your personal life with family and friends, you can position yourself to stay top of mind with all of them. And staying top of mind with those who matter to you will help you not only create more opportunities, but also become a better, happier person.

Consumers’ needs and expectations have changed and in his book, Top of Mind, John Hall explains what this shift means for those interested in building a long-lasting, trustworthy, and influential brand. From building strong, transparent relationships by helping others to amplifying your message through content, John discusses what it truly takes to build trust, earn space at the top of your audience’s minds, and create opportunity for your company.


Podcast: Play in new window | Download


In this podcast you will learn:

  • How to build influence and deepen relationships
  • The various trust “touch points” needed to effectively build trust with your audience
  • How to implement effective content marketing that helps scale the lasting relationships you’re building
  • How to become top of mind with your audience so you’re the person they think of when opportunities arise

BIO: John Hall

John Hall is co-founder and CEO of Influence & Co., a content marketing agency that helps companies and individuals extract and leverage their expertise to create, publish, and distribute content to their key audiences. He is also the author of the best-selling business book, “Top of Mind.”

In five years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to more than 1,000 of the world’s top publications. Under John’s leadership, Influence & Co. was ranked No. 72 on Forbes’ “Most Promising Companies in America” list in 2014 and was named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations. Influence & Co. was also recently mentioned in Inc. as the No. 1 company dominating content marketing.

John has weekly columns for Forbes and Inc. and has contributed to more than 50 publications, including Harvard Business Review, Fast Company, The Washington Post, and Mashable. John was recently recognized as a “must-see” and one of the most authentic speakers in Forbes. His talks have inspired thousands of leaders, marketers, salespeople, entrepreneurs, and others to improve their performance.

Download the handout: http://360rea.ch/2tOzaCF


Achieving an International Coach Federation Credential is a necessity in a growing industry. If you’re ready to take the next step in your development as a professional coach practitioner, it’s time to begin your pursuit of an ICF Credential. Continue your professional journey today at Coachfederation.org.