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Characteristics of the brand

Lesson Ten:

Characteristics of the brand

Why fit in when you are born to stand out?
Dr. Seuss



Brands need personality. Fortunately, you have the perfect opportunity to develop your brand and personality: yourself. The traits that your brand exhibits are completely up to you. When you identify your unique values and boldly look outside the box, your brand will have clear personality. 

Personality Traits

When branding personality traits, you need to identify what makes you unique. What makes you stand out in the crowd? This could be anything. For example, you could identify your creativity, outgoing personality, confidence, courage, or curiosity. Once you identify what makes you valuable, you will be able to communicate this to others. If you have any trouble identifying your unique values, you should ask your friends and family for their advice. 

Be Brave

Branding personality traits requires you to be bold. You cannot be shy in the efforts to expand your brand. You need to engage people in your brand and inspire their confidence. An excellent way you can do this is to use powerful words to describe yourself.


Examples of powerful words:

  • Accomplished
  • Insightful
  • Leader
  • Successful
  • Independent

Some people will struggle with being bold, but it is not negotiable. People who lack the confidence to be bold can benefit from following the “fake it till you make” technique. There are also classes specifically geared to help introverts connect.

Think Creatively

Thinking outside the box can facilitate the successful use of personal branding. Thinking outside the box requires you to take risks to promote your brand. There are a few simple ways to help you think outside of the box with your branding:


Focus what you are trying to express.


Brainstorm unconventional ways to communicate your idea.


Consider ways to implement your idea.

Once you have brainstormed ideas, narrow them down to your top choice.

Fail. Learn. Repeat.

You will face failure in life, and your personal branding is no exception. You need to practice the process of fail, learn, and repeat. When you face failure, take the opportunity to learn from your mistakes, which creates learning moments. It is important that you recognize learning moments when they occur. These are organic learning moments when something makes sense without having to be explained. Once you learn from your mistakes, you are less likely to repeat them. If you repeat this process each time that you fail, you will continue to learn from your mistakes and create a stronger brand.

Practical Application

William knew that he had a good brand, but he was having difficulty establishing his reputation. He used all of the tried and true methods to get attention, including cold calling, emails, blogs, and social media. His brand just never seemed to stand out. William decided that he needed to do something outrageous. He chose to give away the product free at advertised times throughout the week. By the end of the week, discussions about his product began to increase online.