Character is one of the 5Cs of a personal brand.
Character comprises of:
? Rational Attributes
❤️ Emotional Attributes
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Rational Attributes are characteristics that are logically associated with the results you generate or the impact you create - hence they influence your personal brand.
Examples of rational attributes are Strengths (Skills/ Expertise), Credentials/Qualifications and Experience.
Emotional Attributes are characteristics that are associated with the effect your emotions have on your performance as well as on your audience.
The most common emotional attributes are Personality (Traits/Preferences/Styles) and Values (sometimes referred to as Character Strengths)
Both Rational and Emotional attributes play a role in your personal brand - however, when one looks at the most popular personal brands, emotional attributes such as personality seem to have an edge.
Most professionals design their brand mainly around rational attributes such as Skills, Credentials, or Experience. These don’t get much traction.
To make your brand work, inject some personality into it.
