• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • Your Personal Branding Worksheet

    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!

    Your personal branding worksheet

    1. What is Your Vision?

    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?

    • My vision is of a world where everyone does what they love, increasing happiness and creativity across the globe.

    2. What is Your Purpose?

    Now that you have an external goal, look internally: how you can you help the world realize your vision?

    • My purpose is to connect passionate people to each other so they can collaborate on meaningful projects.

    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?

    • My passion is helping talented people use the web to build their brand and connect to the people they need to achieve their goals.
    • My values are simplicity (I spend time doing the things that fire me up and delegate the rest), tangible goals (I break down abstract projects into the actionable items needed to achieve them), and relationships (business is people talking to people – I never see competitors, only collaborators).

    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:

    1. In one year, the will be the go-to platform to proactively manage your online reputation and build your personal brand across the web. It will be used by professionals to advance their career online, career coaches and personal branding consultants to help their clients manage their online presence, and by businesses to leverage the individual brands of their employees as marketing tools.
    2. In two years, I will co-develop the social media curriculum for a top-tier University, bolstering my credibility and positively influencing how future generations use the web.
    3. In four years, the company will merge with or be acquired by one of the key players in online career development, to offer peerless, integrated services for personal branding, online reputation management and career success.

    5. What Are Your Brand Attributes?

    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:

    1. Communicator: I communicate very clearly
    2. Visionary: I constantly envision what could be
    3. Connector: I consistently engage with new people from deep a desire to connect with everyone I meet

    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.

    • I excel at communicating actionable next steps to achieve a grander vision; I also excel at attracting the right people to collaborate on meaningful projects.

    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?

    • People describe me as: driven, self-aware, creative, down to earth, musical and magnetic.

    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?

    • My weakness is perfectionism. I spend a lot of time making sure things sound exactly right. Sometimes, too much time.

    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.

    • My company’s target audience is passionate people with a clear vision of their future and the drive to get there, but no idea how to tap their network or the web to do it.

    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?

    • What differentiates me is my ability to imagine what is possible, then attract the people who should be working together to get it done.

    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 Brand‐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.


    Pete Kistler is a top 5 finalist for Entrepreneur Magazine’s College Entrepreneur of 2009, a leading Online Reputation Management expert for Generation Y, one of the Top 30 Definitive Personal Branding Experts on Twitter, a widely read career development blogger for Brand-Yourself.com, and a Judge for the 2009 Personal Brand Awards.

    As CEO, Pete manages strategic vision for Brand‐Yourself.com, the world’s first online reputation management platform for job applicants, named one of the Top 100 Most Innovative College Startups in the U.S. He has won a number of top honors for his writing, presentations and business plans.

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    10 comments on “Your Personal Branding Worksheet
    1. avatar

      Easily, vision and purpose were hard for me – I’m still thinking about it.

    2. avatar
      Pete Kistler says:


      Vision and purpose were hardest for me as well. If you’re having trouble, skip them and go through the rest – then revisit them at the end with new inspiration after you’ve thought deeply about some of the other attributes that make you uniquely you. Let me know how it goes!

      – Pete Kistler
      CEO, Brand-Yourself.com

    3. avatar
      yinka olaito says:

      Kistler, I think everything rest on vision/goal while the icing is the value measurement. Without a proper understanding of goals, it will be difficult to assess progress. Thanks for this piece.

    4. avatar
      Meg Guiseppi says:

      Hey Pete,

      Thanks for spotlighting my personal brand worksheet. Your advice to Cassie is spot-on. If you hit a wall at any point, put that step aside and revisit it later. You’ll be surprised how the steps that follow may provide just what you need for previous ones.

      I was stuck at Vision and Purpose as well. For some reason, working on core strengths fueled my V & P work.


    5. avatar

      Building a solid brand starts with a solid foundation. The foundation of every brand is the product, but what who understands the product better than the people who use it. We are not the users of ourselves, others are. I am reminded of a quote by Stephen Bayley “It is said we are all three different people: the person we think we are (the one we have invented), the person other people think we are (the impression we make), and the person we think other people think we are (the one we fret about).”

      I find this worksheet valuable, but the process outlined here seems to be to me to solo of a process to assess the key attributes (except for question 7) of how your personal brand is currently perceived… the starting point of the personal (re)branding process.

      The questions are good, and are similar to the ones I am using in my own personal process for defining my new personal brand (what I refer to as Paul MacPherson v 3.0 aka paulmacp). The deviation I have taken is to get a friend to interview 10 people who have known me for varying lengths of time, between twenty five years on one extreme and one month on the other. To ask them what would be the equivalent of questions 5,6,7 and 8. The reason I had a third party interview the people (a tip I got from reading the book by Harry Beckwith, : A Field Guide to Modern Marketing ), people rarely have the courage to be honest to someone’s face and will lie, at least to a degree to make the answering of the questions easier on themselves. In total contrast to this, people love to talk behind another person’s back, this is human nature. Of course I answered the questions myself, but the comparing the gap has been a real eye opener for me. You have to really accept the fact when 10 people overlap on 80% of what they perceive about me, they are right and I am wrong no matter how much the truth may sting my ego.

      This gap is what I am currently evaluating within my own process. Some things I think I can successfully change, but other things maybe too much of a stretch to be both authentic and consistent in the long term let alone the short term. I am not an advocate of “fake it till I make it”.

    6. avatar
      Maria Duron says:

      I, agree with you, Paul. I am not a fan of ‘ fake it till you make it either’. Every time I’ve had someone tell me that phrase, it’s always rubbed me wrong – even when I wholeheartedly believed int he person advising me to take that “fake it till you make it” approach. Be genuine. Yet, do look at the gap between your self image and the image others have of you. That ‘perception’ is reality. It doesn’t mean we weigh their opinion more heavily than our own. It means we need to take the time to see what it is that we do outwardly that communicates this perception/message to them. For example, someone maybe a fast thinker and ‘connect the dots’ quickly when someone tells them a thought, idea or task. Yet, others may ‘perceive’ this person doesn’t listen and is impatient. They are ‘reading your behavior’ through the window of the own experience. We see this happen between generations and across cultures.

    7. avatar
      Akash Sharma says:

      Hi Pete, you have nailed it here by expressing some real cool personal branding stuff by fundamentals.Its very important to question ourselves about all such questions and keep looking at them to check where are we really going.
      Thanks for sharing the examples as they make it much easier to understand the message you wanted to convey.

    8. avatar


      A really great post. I spent an hour or two organizing my thoughts and completing my personal branding worksheet. For me, it helped to re-align myself with my initial reasons for forming my entertainment company. Thanks!

    9. avatar
      Helen Jones says:

      This information is going to help me become more focused on who I am, what my career target should be, and give me the confidence to reach for the stars! It is helping to lift myself out of the vast head count of the unemployed and into a seeker of my next opportunity! Thank you!

    10. avatar
      Sabina says:

      This worksheet was really helpful. What I found most difficult were my goals and maybe coming face to face with the idea that the way I see myself is not exactly the way other people see me. And that I do not possess much yet that differentiates me above the competition. Hmmmm….something to think about.

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