Don’t invent a brand. Discover the one already there.
Your professional identity isn’t contained in one document. It exists across the accumulated body of work you have created throughout your career.
Career trajectory, distinctive experience and the situations that shaped your judgement.
Recurring expertise, capabilities and areas of authority.
The work you have created, led, shipped or transformed.
Ideas, perspectives, intellectual territory and the questions you keep returning to.
Achievements, outcomes and the evidence that establishes credibility.
Websites, LinkedIn, portfolios, publications, presentations and other visible assets.
Extensions of the model
The wider body of work can also include publications, digital assets, influence, intellectual property, visibility and opportunity. These extend the six-layer conceptual model rather than replacing it.
The point is not to create six separate boxes. The dimensions connect.
Research reference · Journal of Brand Management · 4 June 2025
The effects of personal brand equity on hiring recommendation ↗ — peer-reviewed research examining the relationship between personal brand equity and hiring recommendations.
Together they reveal a professional identity that is difficult to see when the evidence remains distributed.