Your Guide to Personal Brand Descriptors: What Makes You Unique?

In the dynamic world of modern entrepreneurship and leadership, staying behind a business is no longer an option. Gone are the days of invisible leaders. For CEOs and entrepreneurs of today, it’s crucial to stand out. Whether we personally like it or not, this is what our employees expect of us and this is what our marketing teams are eagerly hoping for. 

Developing a personal brand as a modern-day leader, is a process of deep introspection. It’s not a marketing exercise but rather one of self-discovery, unearthing the actual essence of ourselves that can be packaged into a brand story. At Brand of a Leader, we know that each personal brand is as unique as the leader behind it, reflecting a unique combination of experiences, core values, and stories to share. 

At the core of it, a personal brand is all about the associations our names evoke in other people’s minds. It’s all about perception. This is why our proprietary brand discovery process focuses heavily on defining how you want to be perceived, vis-a-vis your own personal brand descriptors. 

Let's delve into the nuances of personal brand descriptors, uncover their importance, and discover a list of brand attributes that make a personal brand truly authentic.

What are Personal Brand Descriptors?

Personal brand descriptors, also known as personal brand traits or personal brand attributes, are specific adjectives or phrases that encapsulate the essence of how you want to be perceived (and described) by others. They go beyond basic details like job titles or industries to convey your unique value and personality. These descriptors are the core of your personal brand, acting as a bridge connecting you to your target audience by highlighting the unique traits about yourself that define your distinct qualities and strengths.

Why Do Personal Brand Descriptors Matter?

Imagine meeting someone for the first time without knowing their name—it’s nearly impossible to form a meaningful connection. Similarly, without clear branding characteristics, your personal brand lacks identity and presence. Descriptors help you:

1. Differentiate Yourself: In a sea of entrepreneurs and CEOs, what makes you memorable?
2. Enhance Your Influence: Professional personal branding opens new opportunities and platforms.
3. Enhance Visibility: Positive personal attributes improve how peers, clients, and competitors perceive you.
4. Build Trust: When people understand who you are and what you stand for, their trust in your capabilities increases.
5. Drive Engagement: Compelling personal brand characteristics intrigue and draw in your audience, encouraging them to engage with your content and services. 
   
   

10 Examples of Personal Brand Descriptors 

Here are ten core descriptors, or brand attributes examples, commonly found in personal brands.Let’s dissect them together

1. Authentic 

   We hear this one a lot when working with clients or when giving workshops and talks across the globe. But what does being authentic actually mean to you? We tend to associate it with being “a nice person.” But can’t someone be authentically ruthless? Authentically cut throat? Authentically anti-social or lacking of ambition? The key is not to throw a word that feels good on a sheet of paper, but to reflect on what your version of authenticity actually means. That’s where you will find your own authentic personal brand descriptors.

2. Innovative

   Innovation is not just about new ideas; it’s about a mindset that challenges the status quo and seeks novel solutions. Innovative leaders are not deterred by how "things have always been done." Instead, they constantly explore new possibilities and approaches, making them pioneers in their fields. However, beware: if you choose this personal brand descriptor then you need to ensure that it’s truly a dominant characteristic of your personal brand - not just one of many and not an aspirational one, but one that truly expresses your essence. 

3. Resilient

   We hear this a lot from entrepreneurs as one of their top key personal brand values. No surprise there. Resilience means our ability to bounce back from setbacks. And certainly successful entrepreneurs are all resilient at their core. Choose this frequently used brand descriptor only if resilience is truly at the heart of who you are.

4. Empathetic

   Empathy involves more than understanding others' feelings; it's about genuinely valuing different viewpoints and incorporating this diversity into your decision-making process. Empathetic leaders are approachable and respected, making everyone feel heard and important. Is this a brand descriptor you truly embody?

5. Visionary

   If you read Traction of your business runs on EOS, you definitely know whether you are a Visionary or an Integrator. If you are either, wear it as a badge of honor as it clearly communicates to others what to expect from you as a leader.

6. Inspirational 

   Inspirational leaders motivate others not only with their words but also by how they act. They create a strong personal brand image by leading by example. Their passion and dedication are easy to see and make others want to follow their lead. This powerful personal brand image shows clearly what they stand for, inspiring others to adopt similar behaviors. It’s not easy to inspire others, so choose this brand descriptors if you are ready for vulnerability, deep sharing, and a lot of consistency.  

7. Reliable 

   Reliability means people can count on you to keep your word and follow through on commitments. This consistency builds a solid reputation, as stakeholders know they can depend on you to deliver results without constant oversight.

8. Insightful 

   Insightfulness is the ability to cut through the noise and understand more profound truths. Insightful leaders can see connections and patterns that others may miss, providing solutions that are both effective and profoundly impactful. This will likely be an excellent brand descriptor for you if you want to cut through the fluff and only share things of substance. 

9. Passionate

   Passion is the fuel that drives excellence. Passionate leaders are not only dedicated to their work but enthusiastic about making a real difference. This makes them relentless in their pursuits and profoundly influential to those around them.

10. Influential

    Being influential encompasses key professional traits such as the ability to sway opinions and encourage action. Influential leaders wield their expertise and charisma in such a way that they can guide outcomes and inspire change, making them pivotal players in their spheres. These professional traits are essential for leadership and impact, shaping the effectiveness and reach of their influence.

When creating a personal brand, these brand traits define how others see you and guide your entrepreneurial path, but there are a few things to keep in mind. 

Practices to Avoid When Developing Your Personal Brand

Building a personal brand is an art, and there are some common mistakes that can detract from your authenticity and effectiveness. Here are 4 that we see most frequently:

1. Over-promising and under-delivering: Always ensure that your actions meet the expectations set by your brand descriptors.
2. Inconsistency: This can confuse your audience. Your brand qualities should be a reliable reflection of who you are across all platforms.
3. Trying to be all things to all people: Choose 3-5 personal brand attributes that express your essence most authentically. Having a longer list typically dilutes brand associations and is the opposite of what you are aiming for (i.e. consistent brand associations). .
4. Avoiding “negative” descriptors: Some of the most powerful personal brands embrace what they are frequently critiqued for and go all in on the so-called “negative” descriptors. Brand building - personal or for your business - is rooted in authenticity, so self-awareness is key. 

At Brand of a Leader, we specialize in helping GenX leaders like yourself avoid these pitfalls by co-creating a personal branding strategy that reflects your authentic self.

Let's Build Your Unique Personal Brand Together

We specialize in embedding your personal brand descriptors into a narrative that tells your story in a deeper and more meaningful way. Whether you’re just starting to think about your personal brand or looking to refine it, we can help architect and scale your brand attributes to match your ambitions.

If you're ready to carve out a unique space in your industry and create a lasting impact, it’s time to invest in defining what makes you uniquely you. Let’s uncover and articulate your personal brand message together, ensuring it truly reflects who you are and where you want to go. 

Developing a personal brand is not just about reaching your goals—it’s about setting new ones that were once beyond your sight. With your unique qualities and a committed team to support your journey, there is truly no limit to what you can achieve. Book a call with us today, and let’s transform your personal brand journey from a concept to a powerful reality.