1) The document provides exercises and guidance for personal branding, including defining one's vision, purpose, goals, attributes, values, and passions. 2) It instructs the reader to identify their target audience through demographics like age and location, as well as psychographics like interests and activities. 3) Advice is given on communicating one's brand through becoming an expert, public speaking, and using various communication tools, while continually assessing and improving the brand over time.

1. Dr Sally El-AkkadPersonal Branding: A Work in Progress

2. Vision: The act or power of imagination; Unusual discernment or foresightExerciseThink about one world problem you would like to see solved, or one area of life that you want to see transformed or improved.This is your vision.

3. Purpose: Something set up as an object or end to be attained; Intention; Resolution; DeterminationExerciseImagine yourself at your own funeral. You can hear what people are saying about you. What are they saying about what you accomplished, how you touched their lives, how you made a different to them and the world?Their comments suggest your purpose.

4. Goal:The end toward which effort is directedYour personal brand needs to be tied to your goals

5. Your goals will help you decided how to prioritize and focus your effortsExercise: Your Ultimate GoalWith your vision and purpose in mind, identify one goal that you could define for your business that would help you fulfill your purpose and realize your vision

6. Exercise: Your Supporting GoalsThink about the smaller (but essential) goals that will help you achieve your ultimate goal.Assign a timeframe for each goal, and group them into short-term, medium-term, and long-term categories to prioritize them. Write down the tasks required to reach your goals.

7. Attribute: An inherent characteristic; A natural qualityExerciseAsk five or ten friends, acquaintances, peers, teachers, etc. to list five adjectives that best describe you.Identify which are positive and which are negative.Put an asterisk next to the attributes that came up most often.These are the personal brand attributes that you are expressing most consistently.

8. Value: Relative worth, utility, or importance; Degree of excellence; A principle or quality intrinsically desirableGroup Discussion/Exercise:Brainstorm a comprehensive list of values that you live by or have encountered.What values do you accept for yourself? What values do you reject?Document your own values.Circle your top five values.

9. Passion: Intense, driving feeling or conviction; A strong desire for, or devotion to, an activity or conceptExerciseDocument the activities or causes that can willingly get you out of bed at 6:00 am on a Sunday morning, and make you feel energized.Circle your top five values.

10. So Who Are You Reaching?Your target audience includes your ideal clients, and those that influence them.

11. The people to reach are those whom you would most like to work with, who would benefit most from what you have to offer, and who would be easiest to attract to your business.ExerciseIdentify as much information as you can about your target audience.Use the prompters on the next page for ideas.

12. DemographicsAge range

13. Gender

14. Career/job position/title