Step 03: DEFINE
Your resume gets you in the door. Your experience qualifies you for the role. On paper, you and every other candidate can do the job.
So what makes you different? Memorable? The clear choice?
A powerful personal brand. In this Step, we’ll DEFINE yours.
Think about the last time you saw someone truly masterful at work – a musician lost in their craft, a leader commanding a room, even a barista creating art in every cup. They radiate purpose. They know exactly who they are and why they're here.
The most successful companies share this quality. They've defined their essence so clearly that it guides every decision, every interaction, every innovation.
Yet this clarity of purpose has become increasingly rare. How often do you encounter someone who embodies their true calling? Even rarer are those who can articulate their unique value – their story, their drive, their impact.
As Jeff Bezos puts it: "Your Brand is what people say about you when you're not in the room."
In my 35 years advising global companies and ambitious startups across industries, I've seen this pattern repeatedly: organizations that thrive have mastered their Brand Fundamentals. They've crystallized their Why, What, How, Where, Differentiation, Value Creation, Elevator Pitch, and North Star. These elements aren't just words on paper – they're lived daily throughout the organization.
The reverse holds equally true. Underperforming companies often suffer from a identity crisis – a disconnect between their self-perception and how their customers and teams actually see them. This gap prevents them from reaching their full potential.
Now it's time to define your Personal Brand Fundamentals.
Your Playbook - answer these essential questions:
What drives you at your core? This is your Purpose – your WHY.
Where are you headed? Your Vision and Goals chart your WHERE.
How will you get there? Your Mission defines your path.
What unique value do you bring? Identify where and how you create impact.
Do your natural strengths – your Superpowers – align with how you currently create value? If not, how big is the gap?
Can you distill your essence into a phrase? This is your North Star.
What's your Elevator Pitch – the single sentence that captures who you are, what you offer, and what makes you unique?