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Glossary
Personal branding, in plain words.
Short definitions of the terms people search for, and how we use each one in our work.
DefinitionPersonal branding: a plain definition.Personal branding is the deliberate practice of shaping how people perceive, remember and trust you, so that your reputation is clear, accurate and consistent. It is not a logo, a follower count or a performance. Everyone has a reputation already; personal branding is taking part in how it forms.→DefinitionExecutive branding: a plain definition.Executive branding is the work of making a senior leader known and trusted beyond their own organisation, while respecting employer approvals, disclosure rules and confidentiality. It builds a clear account of the leader's judgement, an accurate record and a small number of considered public moments.→DefinitionThought leadership: a plain definition.Thought leadership is the practice of sharing real, specific expertise so that other people learn something from it and come to associate you with a subject. It is earned by the usefulness of what you publish or say, not claimed by calling yourself a thought leader.→DefinitionPersonal brand archetype: a plain definition.A personal brand archetype is a recurring character pattern, such as the Sage or the Caregiver, that shapes how people instinctively read your tone, stories and choices. We use twelve. It is a positioning tool for consistency, not a personality test or a clinical or hiring assessment.→DefinitionHuman-powered marketing: a plain definition.Human-powered marketing is a marketing approach built on people rather than logos or product claims. Because people trust people, a company's most reliable brand is the visible reputation of the leaders, specialists and teams who speak for it. It complements advertising and data; it does not replace them.→DefinitionReputation management vs personal branding.Reputation management responds to and repairs what is said or found about you, often after something has gone wrong. Personal branding sets out in advance what you want to be known for and makes the evidence match. One is mostly defensive, the other mostly constructive, and they work well together.→DefinitionBrand positioning statement: a plain definition.A brand positioning statement is a short internal sentence that says who you serve, what you stand for and why you are credible, so every message you write agrees with it. For a person, it is the foundation for a biography, a profile headline and an introduction. It is written for you first and for the public second.→DefinitionPersonal brand audit: a plain definition.A personal brand audit is a structured check of what people find and say about you, compared with what you intend to be known for. It reviews search results, profiles, biographies and how others describe you, and ends with a short list of gaps to fix in order.→
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