The Personal Branding Formula: Identity, Positioning, Visibility

Personal Branding is often explained as reputation or perception.

And yes — that’s what the audience experiences: they perceive you, they form an opinion, they remember a feeling.

But that’s the outside view.

The way I see Personal Branding is the inside view.

Personal Branding is not something you invent. It’s something you discover, clarify, and express.

It’s the set of an individual — the combination that makes you YOU:

• your core values (what you stand for),

• your beliefs (how you see the world),

• your strengths (what you do effortlessly well),

• your weaknesses (what you don’t want to build your business on),

• your skills (what you’ve trained and mastered),

• your story (what shaped your perspective),

• your energy (how you make people feel).

Then you don’t “perform” it. You don’t “create a persona.”

You package it clearly — and distribute it intentionally — so people can finally know you for what you’re genuinely great at.

That’s why, for me, Personal Branding is an authenticity exploration and discovery.

Because when you do it properly, something powerful happens:

You stop trying to appeal to everyone. You stop blending in. You stop over-explaining.

And you start attracting the right people — the ones who resonate with your true signal.

The Personal Brand Mix: three ingredients that work together

I like to explain Personal Branding as a Personal Brand Mix.

Just like a great recipe, you don’t need 25 ingredients. You need the right three — blended in the right order.

1) The Identity Mix: This is your inner foundation: who you really are. Your values, beliefs, strengths (and weaknesses), story, and energy.

2) The Positioning Mix: This is your clarity in the market: what you’re known for. Who you help, what you help them achieve, and why your approach works.

3) The Visibility Mix: This is your distribution: how people experience you consistently. Where you show up, what you talk about repeatedly, and how you stay recognisable.

When these three mixes work together, your brand becomes:

• true (Identity) • clear (Positioning) • seen (Visibility)

And that’s the difference between being present online… and being memorable.

One important note: each “ingredient” has its own mini-mix. You clarify your Identity first, sharpen your Positioning next, and only then amplify your Visibility — so what you share is aligned, not performative.

1) The Identity Mix: who you are

This mix is your foundation — the inner truth behind your brand.

It’s built from:

Values

What do you stand for?What do you protect?What do you refuse to compromise on?

Values are important because people don’t just buy what you do — they buy how you see the world.

Strengths

Not just what you’re good at… but what you’re naturally good at consistently.

Your strengths create your signature style: the way you solve problems, speak, lead, teach, create.

Story

Your story isn’t your biography. It’s the reason you care about what you do.

Your experiences shape your viewpoint, and your viewpoint is what makes you different — even in a crowded market.

Identity Mix outcome: your brand energy (how you feel).Examples:

• Calm authority

• Bold truth-teller

• Warm strategist

• Elegant disruptor

• Practical visionary

Quick exercise (5 minutes):

Finish these sentences:

• “I’m not here to be liked. I’m here to stand for __________.”

• “People come to me when they need __________.”

• “The moment that changed how I see my work was __________.”

  
  

2) The Positioning Mix: what you’re known for

This is where many brilliant people get stuck.

They do a lot. They can help everyone. They have multiple skills.

But if your message is wide, your brand becomes blurry.

Positioning is the mix that creates clarity.

It’s built from:

Audience

Who do you help (specifically)?Not “everyone,” not “women,” not “business owners” — but which women, which business owners, with which situation?

Specific doesn’t limit you. It makes you findable.

Promise

What outcome do you help them achieve?

People don’t buy information.They buy transformation.

Proof

Why should someone trust you?

Proof can be:

• results (numbers, outcomes),

• credibility (experience, certifications),

• process (your method/framework),

• social proof (testimonials, case studies).

Positioning Mix outcome: your simple positioning sentence.

Use this template:

“I help [who] achieve [result] through [method].”

Examples:

• “I help service-based founders turn scattered marketing into a calm weekly content rhythm through a simple brand framework.”

• “I help high-achieving women communicate their value with confidence through storytelling and personal brand strategy.”

Quick exercise (7 minutes):Write your “I help…” sentence three times:

1. super simple

2. more specific

3. with your unique method

Then choose the one that feels most true and easiest to repeat.

3) The Visibility Mix: how people experience you

This is the part people assume is “personal branding” — content, socials, visibility.

But visibility without identity and positioning becomes noise.

Visibility is simply the delivery system of your brand.

It’s built from:

Channels

Choose 1–2 primary channels that match your lifestyle and strengths.

Not every platform is required. Consistency beats omnipresence.

Content pillars

Pick 3–5 themes you repeat so people start recognising you.

Think of pillars like “your brand’s TV series categories.”If you change the topic every day, people can’t “place you.”

Example pillars:

• Your method/framework

• Client transformations

• Beliefs and values (your standpoint)

• Practical tips/how-to

• Behind the scenes/process

Consistency

Consistency isn’t posting daily.

Consistency is:

• same message,

• same tone,

• same point of view,

• repeated over time.

Visibility Mix outcome: a repeatable rhythm that feels doable.

A “sustainable” example:

• 2 posts/week (1 teaching + 1 story)

• 1 email or LinkedIn post/week

• 1 “signature topic” you return to monthly

Quick exercise (5 minutes):Answer:

• “Where do my best clients already pay attention?”

• “What can I sustain for 90 days without burning out?”

• “What 3 topics do I want to be known for?”

Put it together: your Personal Brand in one page

If you want something practical, create a one-page “mini brand bible”:

Identity

• Values: __________

• Strengths: __________

• Story angle: __________

• Brand energy: __________

Positioning

• I help: __________

• Result: __________

• Method: __________

• Proof: __________

Visibility

• Primary channel(s): __________

• 3 content pillars: __________

• Weekly rhythm: __________

That’s personal branding. Simple. Powerful. Repeatable.

The real secret: Personal Branding is not performance

A strong personal brand isn’t built by acting like someone else.

It’s built by doing the brave work of being clear.

Clear about your values.Clear about your audience.Clear about your promise.Clear about what you repeat.

Because when you’re clear:

• you stop blending in,

• you stop overexplaining,

• you stop trying to convince,

• and you start attracting.

If you’re done with feeling unclear or invisible—and you want a personal brand that reflects your true value—I’m currently available for 3 personal coaching sessions for the "Brand YOU GemsCraft Journey" Framework thanks to which I help female leaders to build a clear Personal Brand without burnout. Together we’ll refine your Identity, Positioning and Visibility so your brand feels aligned, recognisable, and naturally attractive to the right people.

Reach out privately and I’ll send you the next steps.

Let's WOW

Marianna Penna

CEO & Founder, WOW Women Of Worth Ltd, London

marianna@wearewowwomen.com