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Articles & Press Releases > Article 7

Analyze Your Personal Brand

If you landed on this page after a search on the search-engine-of-your-choice, welcome! This article was written by Glory Borgeson, an executive coach, author, and speaker. Schedule her to speak at your organization's next event:
Personal Branding Speaker; Emerging Leadership Speaker; Entrepreneurial Speaker

When you brand yourself, it's important to take some time to analyze who you are, what you want, and what you want to do with your life. This article explores how to analyze yourself as part of constructing your own personal brand.

In another article titled "Who Needs a Customer? (More About Self-Branding"), I wrote about the importance of defining and analyzing your target market. In this article, we review how to analyze yourself as you build your self-brand.

Toyota has many different brands of vehicles. Each model has its own identity:

  • Prius (eco-friendly hybrid)
  • Corolla (compact and takes you where you need to go)
  • Camry (rejuvenates the senses, and it does so sensibly)
  • Camry Solara (sporty – driving ought to be fun)
  • Avalon (well-deserved luxury)
  • Not to mention Toyota’s trucks, SUVs, and their Lexus brand.

Toyota knows each of their brands inside and out. They’ve analyzed their brands to the point of knowing what characteristics their brands need to have in order to appeal to the brand’s target market. Every detail is scrutinized and then utilized to its maximum potential, in order to sell as many cars as possible.

In a similar way, in order to brand yourself you need to analyze your brand.

Start your analysis by considering your past accomplishments and your strengths that were highlighted by your achievements. Also think about other strengths, skills, and talents you have that might have not been utilized in your work.

Besides your strengths, brainstorm your positive attributes. For example, are you responsible, adaptable, or organized? Do you have high integrity, enthusiasm, or professionalism? Ask a few trusted friends, family, or colleagues to help you come up with a full list.

Next consider how you prefer to be known. If someone introduced you in one or two sentences (without using your current title), how would you prefer to be described?

Think about what you can do for a company (or for your business) that fits your strengths, attributes, and what you want to be known for.

Consider what you value in terms of work, business, and people.

When you combine these things together, you will start to get a better picture of yourself as a brand.

This personal branding thing can get really involved: there are a lot of steps to discovering, creating, and marketing yourself as a brand successfully. To help you out, I've created a "Brand Yourself! Coaching Program". It is a self-paced coaching program you can purchase directly from Borgeson Consulting. I'm very excited about this program! Since it is self-paced, it is very affordable - less expensive than traditional coaching by telephone, and you complete it at your own pace.

The "Brand Yourself! Coaching Program" has 10 modules, taking you through each of the essential elements of personal branding. Call (630-653-0992) or e-mail ( to find out more about it.

I also give a keynote speech, "Brand Yourself Without Getting Burned: Know the Secrets to Finding the Right Brand for You!" Contact Borgeson Consulting to find out more!

I appreciate your thoughts in response.

Glory Borgeson, President
© 2008 Borgeson Consulting, Inc.

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