What does your brand of selling mean to you?

What are the three personal brand words or less that describe your sales style?

So many companies are focused on product branding, but rarely is the same care given to self branding.

The good news is that the same strategies that are used to turn products into household names can also be applied to individuals. Brand yourself, and you will improve your sales game as well as your career trajectory.

Here are the basics of personal brand words in one sentence:

Step 1: Self Analysis

Brainstorm Your Brand

Name Your Brand

Tagline Your Brand

Step 2: Feedback Analysis

The Email Challenge

In order to be successful, you need a strong brand.

Embody the Brand Image

Let’s start with a few examples of personal branding.

Examples of Self Branding (Good and Bad)

What names do you think of when you hear the word “business”? Steve Jobs or Elon Musk?

What about a “family man”? The first person I think of is Danny Tanner (yes, from the show Full House).

Who could forget Joel Osteen? He was one of the first people to come to mind when I thought about diversity in religion.

They are all famous people with a brand that is easily identifiable.

There’s this Joel Osteen guy. I don’t know him and have never seen his sermons, but I still recognize the brand.

His personal brand words are seen as genuine, honest, and sincere. This allows people to believe in his message because it’s not about him but about them.

The article provides examples of persuasive words and phrases, some good ones, others not so much.

Danny Tanner was the most iconic dad on TV, who always loved his kids and treated them with kindness. He also liked to have fun.

Bob Saget is known for his raunchy comedy, but what’s interesting about this one (video) is he goes live and you can see him get heated. It almost seems like it would be shocking to the audience.

I’ve always associated him with his role as Danny Tanner. He played that character so well, it hurt his acting career.

What are the steps to building a strong personal brand?

Step 1: Self Analysis To Find Your Special “brand myself” Sauce

Brainstorm Your Personal Brand Words

Self branding starts with self-analysis. You need to know what you can offer and how your skills are different from others.

The DISC personality assessment is a great place to start when it comes to understanding someone’s different needs.

In the DISC system, everyone is assigned a color: Red, Yellow, Green or Blue. Most people have traits from each category but they usually lean towards one more than others.

Red-dominant people are more likely to be aggressive, assertive and goal oriented. These are the type of employees that will get things done quickly without being too concerned with details.

People who have a yellow-dominant personality are often outgoing and charismatic. They tend to be more of the life of the party, rather than being introverted.

Blues are the opposite of reds and yellows. Blues have more analytical skills, while blues lack in other areas.

Kermit the Frog is an iconic green-dominant personality. He’s caring, compassionate and empathetic.

Here is the link to a free DISC personality test that will give you insight into your strengths and how others perceive them.

Name Your Brand

Once you have an idea of what type of salesperson you are, give yourself a name with personal brand words.


Doing this successfully will tell your customers what you can do, and sets expectations for them.

Matthew Dixon wrote the Challenger Sale, which popularized not only four-color wheel of sales types but also branding with his personal brand words. More companies know what a challenger looks like and even seek them out.

Different salespeople have different personalities. Some are more challenging, some collaborate with their clients, and others innovate to make the sale.

The word “feminist” should not be a limiting label, but instead it is important to remember that the movement has been about women’s rights and equality.

The book, The Challenger Sale, has one problem: the title. Many people and companies think that every salesperson should be a “challenger” because of this.

Each salesperson is different, and no one method will work for all of them. It’s about understanding your strengths and weaknesses, as well as what you can bring to the table.

The name of your company is primarily for you, and the value that it brings to people is what others see.

Tagline Your Brand

You also want to create a tagline for your business. Pick three personal band words that encompass the best attributes of you and your company, in addition to qualities others can relate to.

I found that transparency, consultation, and creativity work best for me.

When people define themselves by a word, it may not be perfect for them but they strive to embody that perception of who they are.

When you create a tagline and focus on just three words, it allows you to commit to those words. It’s an effective exercise that helps business owners understand what their industry needs and then develop the unique skills within themselves.

Step 2: Be Vulnerable to Feedbacks!

Now that you know what your brand is, it’s time to get feedback from others.

The Email Challenge

This exercise is hard, but it will change your life for the better!

There are many ways to paraphrase a sentence. I have shown three examples of how different sentences can be rephrased and still maintain their meaning.

Ask people who know you well professionally to describe 3 strengths and 3 weaknesses.

The email could say that “you’ve been chosen to be among the few you respect and admire, and are on a mission for self-improvement.”

Let them know you are writing because “you want to get feedback from the people who care about what they think of you.”

If you’re just starting out, it’s important to test and tweak your branding.

All good scientific methods are based on feedback, learning from it, and using it.

If you’re working on your own company, it may be hard to know what the public thinks of your personal brand works. The best way is to ask people questions about how they feel when they think of or interact with it.

Feedback is important, and it will have an effect on your company. If you don’t need to change something, then the feedback probably wasn’t really a big deal in the first place.

Embody Your New Self Brand

Once you have identified and defined your personal brand words, it’s time to make sure people can see what your mission is. This may mean coming up with a logo or image that embodies the things that are important to you.

It could be for you, or it might be something to share with your team.

Elon Musk is famous for this. His company, SpaceX, had a giant mural of Mars hanging at the entrance to their building when they were still starting out. It depicted people and skylines like those in Earth’s largest cities.


He wanted to make the mission seem bigger than it is, which he does by doing the impossible and changing what was expected of him.

Self Branding Examples and Tips

Now that you know how to build a powerful brand, the next step is avoiding pitfalls and pigeonholes. The example here was Bob Saget.

It’s important that your brand reflects who you are and what you want to be.

There was a conflict between Saget’s stand-up and his most public brand, Danny Tanner. His true self as a comedian conflicted with the image of him on Full House.

You need to commit completely and wholeheartedly, so make sure the brand you choose is who you want to be.

When you spend time understanding your strengths and the ones that are not as strong, it will help guide you to success.

The best way to find out what works for you is by asking others and then experimenting with different answers, until one fits.

If you want to attract your core tribe, focus on those qualities and strengths that resonate with them.

  • Find a personal brand that you feel defines your best self, and stick to it.
  • Think about what your company does best and the qualities that are most important to it, then use them to create a slogan.
  • Validate that it’s accurate.
  • Be the brand and embody those characteristics.

Diversity isn’t just a matter of hiring one person, it takes work to truly diversify the workplace.

There are many examples of people who have built a brand for themselves, and it is important to know what that means.

The lack of a strong personal brand is just like being roasted by comedians at 10 p.m., but that’s not fun.


Editors Note:

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Justin McGill
About Author: Justin McGill
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