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Personal branding for career success
Personal branding for career success

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2.2 Personality

Brand personality is all about the human characteristics that can be attributed to a brand. The Design Council explains: ‘Personality traits could be efficient and business-like, friendly and chatty, or perhaps humorous and irreverent’ (Design Council, n.d.).

This aspect of a brand aligns strongly with the concept of personal branding. You won’t need to make up personal characteristics for your brand as they will be your own, but you will need to choose the ones you want to highlight and showcase.

Personality can be demonstrated in the language and tone used to promote a particular brand, or even in the colour of its logo. While you won’t usually need a logo for your personal brand, it might be interesting to consider what colour would best represent you and the brand you want to develop.

Activity 3 What colour is my brand?

Timing: Allow about 5 minutes

Boutique Media Communication has developed an infographic to explain what different colours might suggest about a particular brand.

Colour infographic examples of brand logos that use the relevant colour.
Figure 4 Colour infographic

Look at the list of characteristics associated with each colour and decide which one best represents your own personal brand. Write the colour in the box below.

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Interactive feature not available in single page view (see it in standard view).


This activity is intended to be a fun look at another aspect of branding. However, if you are someone who responds well to visual content, you might find it useful to have a colour in mind when you’re thinking about your personal brand. For example, someone who identifies with the red column in the infographic might present themselves very differently to someone who feels more aligned with green.

Of course, there are practical situations where it would be useful to have a particular colour in mind too, for example, if you are planning to promote your personal brand through social media, such as Facebook or Instagram, etc.

Now that you have a clearer understanding of the key elements of a successful brand, in the next section, you’ll start to look at the importance of identifying your target audience.