Create Your Roadmap

Brands aren’t built just to look pretty. They’re created with a specific purpose in mind. Whether you want to sell a series of products, inspire people to join a cause, convey the value of a way of life, or empower others to succeed, the result is the same: by establishing your goals, you give life to your brand.

Connect with Jenn:

Where would you like to go today?

When I speak to professionals interested in creating or refining their personal brands, I take them through a process that very fairly quickly helps them establish their base brand. This is the brand that has helped them get to where they are today, the brand that enabled them to land the job, get the promotion, win the girl, and save the day.

But that brand is only half the picture.

The second half is “what do you want to do with this brand NOW?” And that’s perhaps even more important than the brand that got you here. Because for it to be truly of use to you, your personal brand must be refined and enhanced to help you reach your next professional goal. Knowing your goals isn’t enough; knowing your brand isn’t enough. It’s the combination of your brand and your stated goals that will help you reach professional success.

Here’s how to get started:

Choose your area

  1. Identify your most important life area. It could be work life, home life, personal life, vocational life (your volunteer activities), or friends and community?
  2. Realize that your brand work will by necessity focus on this most important life area, but that your brand should (ideally) remain consistent all the way through every area of your life. For example, you is not ideal for you to be an always-accommodating giver at home and a ruthless driver at work. Maintaining two such different brands is ultimately exhausting.

Set your goals

  1. What are the top three goals you would like to accomplish in this area over the next 3-12 months?
  2. What are the characteristics of people who would be most likely to achieve those goals?


Identify your level of passion

  1. How much are you willing to dedicate to achieving these goals?
  2.  What are you willing to give up to achieve these goals?


Your Personal Brand Quiz:

Think about a Personal Goal you’ve long wanted to achieve—to be a NYT #1 Bestselling Author, a Nationally-Known Motivational Speaker, Time Magazine’s Person of the Year, etc.. Imagine yourself in that role as clearly as possible, then ask yourself these questions:

  • Did I dress myself TODAY in a manner that is a match for that ideal role?
  • Did I speak to others TODAY in a manner that is a match for that ideal role?
  • Did the dedication I showed to my work TODAY match the dedication I would need for that ideal role?

If the answer is ‘no’ to any of these questions, consider what you can do TODAY to start shifting yourself more toward your ideal role. By taking on the characteristics of that ideal role, you will help refine your Personal Brand in new and powerful ways.