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Brand Yourself Before Your Business

20 November 2015

When I first set up my business I worked with a creative agency to come up with visually exciting design elements to my brand, business and website.

Before we got underway though I spent time developing the core essence of the brand and what it was I wanted to communicate.  After thorough research with clients and other influencers within my business, I developed a list of brand attributes.


The benchmark attributes – the basic requirements to do the job.

The threshold attributesthose set us apart from competitors and delight our clients.


From there we developed a long list of words that reflected the brands values and attributes and fine-tuned until we reached the right combination to come up with a positioning statement, our brand promise and ultimately coming up with a tag line, a persona of the brand and a visual identity to reflect all of that.

Sue Currie helps you to impress, impact,influenceand...Shine

All of this work got me thinking about personal brands and how we use a very similar process to get to the core of our clients’ message. Before we or you come up with a look or self-promotion plan you need to get to the core or essence of who you are and what you do well.

So many businesses start off flying by the seat of their pants, hang up a shingle, find a logo and hope for the best. If you can really understand your own personality, your values, your purpose, future vision and other attributes, you will start to get to your brand essence. Getting feedback from others is a vital part of the process. Really understanding the u in your business will lead to a clear, articulated brand that will support your business success.

Want to read more? This blog is an extract from The Power of Personal Public Relations. Simply download your free copy of the eBook here

Sue Currie is a personal branding specialist and director of Sue Currie Communications an agency providing an integrated strategy of personal and professional public relations solutions to help business owners boost their image, renown, brand and business. Through speaking, corporate workshops, and consulting, Sue helps businesses and individuals to stand out and shine.


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