Jose's Personal Brand Development Guide
This slideshow is designed to help you define your personal branding by answering key questions, with prompts inspired by Jose Castillo's experiences and insights from his talk. Each section guides you through a critical aspect of branding, from self-discovery to long-term growth.
To get the most out of this slideshow—write down your answers in a separate document. The Action: phrase highlights what you need to do :)
Self-Discovery: Who Are You?
"A personal brand is something that is just finding out who you are and leaning into that." (2:36)
Identify Your Passions
What are you truly passionate about? What gets you excited to start your day?
Define Your Values
What are your core values? (e.g., honesty, creativity, community)
Recognize Your Strengths
What are your unique strengths and skills?
Action: Reflect on your past experiences and identify recurring themes. Make a list of your top 5 values. Ask trusted friends or colleagues what they see as your strengths.
Identifying Your "Why"
"…the primary reason [Spark Plaza] was to help our downtown, to help our city…" (30:12)
Your Impact
What impact do you want to make?
Problem Solving
What problem are you solving?
Your Origin
Why did you start your business?
Action: Take time to write a clear, concise mission statement that captures the essence of your purpose. Clarify your business's reason for existing beyond just making money. Your "why" is the foundation that will sustain you through challenges.
The "Spicy Socks" Effect: Authenticity & Consistency
"…there's something that you have to do with your own personal brand… something that's authentic that's you that people know they can count on…" (10:06)
"…some kind of totem, a physical piece… that's for you that you can share with somebody else" (10:55)
Action: Write these down!
Your Unique Element
What is something that's uniquely you? What can people always count on you for? (e.g., a certain style, a way of speaking, a particular catchphrase)
Your "Totem"
What will be your signature thing or physical representation of your brand that you can share with others?
Consistency Plan
Identify one or two consistent elements to integrate into your brand (e.g., weekly emails, specific style of content).
Audience & Connection: Who Are You Talking To?
"…you want them to be welcoming, you want them to make you feel like you're a part of the event or experience…" (14:53)
Demographics
Age, location, profession, income level of your ideal customer
Challenges
Problems they face that you can help solve
Desires
What they want to achieve or experience
Communication
Language style and tone that resonates with them
Action: Create a detailed "ideal customer" profile. Research the language and tone they use to ensure your messaging connects authentically. Understanding your audience deeply allows you to create meaningful connections.
Differentiating Yourself: What Makes You Unique?
"...what makes you dramatically different and unique from all the other people out there" (4:23)
Competitor Analysis
Study what others in your field are doing
Unique Selling Points
Identify your distinctive strengths and offerings
Core Differentiator
Articulate your "secret sauce" in a sentence
Action: Take time to analyze your competitors thoroughly. What gaps exist in the market that you can fill? What combination of skills, experiences, and perspectives makes you uniquely qualified to serve your audience? Your differentiation should be authentic to who you are.
Action & Adaptation: Putting It Into Practice
"…you need to back it up… people need to trust that you're going to do what you say you're going to do…" (5:52)
"…find a way to combat those [fears and consistency]… honesty is finding a way to talk to somebody else about that…" (27:20)
Content Planning
Create a simple content calendar for consistent sharing
Feedback Collection
Actively seek input from your audience to refine your approach
Immediate Action
Take one small step today to start building your brand
Consistent Delivery
Establish systems to ensure you follow through on promises
The Long Game: Remaining Curious
"...if you're not curious about things… probably means that you're stagnant" (38:48).
Learning Goals
What is one thing you want to learn this year that relates to your brand?
Growth Strategy
How will you grow and adapt your brand in the future?
Review Process
Establish a process to regularly review and refine your brand as needed.
Action: Dedicate specific time for learning and exploration. Stay curious about your industry, audience needs, and emerging trends. The most enduring brands evolve thoughtfully over time while maintaining their core essence. Your personal brand is a journey, not a destination.
