The Brand Gap,  Chapter 1 “Differentiate – Three Little Questions” (Safari Books Online)

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Book Yourself Solid Illustrated,  Chapter 2 “Why People Buy What You’re Selling” (Safari Books Online)

The Brand Challenge,  Chapter 1 “Focus – The future of your company depends on it” (Safari Books Online)

Video: Personal Branding Interview with William Arruda hosted by Ryan Mickley (YouTube) 

Video:  Start With Why by Simon Sinek TED Talk (YouTube)

Basics of Branding, Chapter 3 “Branding Applications – Personal Branding” (Safari Books Online)

The Story of Purpose, Chapter 1 “From Brand to Stand” (Safari Books Online)


As part of unearthing your authentic personal brand, you need to consider your life’s purpose, vision, values, passions, experience, skills, and passions. Answering the five most important questions in life can be a daunting task but take these one at a time to ease into this introspective work. The five questions every industry leader (and that means YOU!) can answer boldly are: 

  • Who are you?
  • Where are you from?
  • Why are you here?
  • What are you capable of doing?
  • Where are you going?

These five questions pull at our souls and shape the direction of our lives and, thus, our personal brands. To answer the question, “Who am I?” you need to know your core values, vision, and purpose. Your values guide your decisions in life. They help you prioritize and determine whether or not you are living a life of moral clarity. Your vision is external in nature. It is something you see in your mind’s eye that does not yet exist. Your vision is far bigger than yourself, requires inspiring others to come along for the journey, and may reveal something you would like to see change in the world or in your industry. Your purpose is internal in nature. It is your specific role in manifesting your vision. No one else in the world can fulfill your purpose but you. After reading Chapter 1 “Differentiate” of The Brand Gap, answer these three (3) questions in your initial post:

  • Who are you?
  • What do you do?
  • Why does what you do matter to your target audience?

To help you address this last question, read Chapter 2 “Why People Buy What You’re Selling” of Book Yourself Solid Illustrated. Then, include the answers to the following questions in your initial post:

  • Who is your target audience? (Be very specific!)
  • What are your audience’s urgent needs? 
  • What is the most important result you provide for your audience?
  • What financial, emotional, physical, and spiritual benefits does your audience receive? 

You must base your responses on what you have read in both The Brand Gap and Book Yourself Solid Illustrated. 


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