This chapter provides advice on how to identify and pithily explain your own personal brand; the strengths that make you stand out as an executive. By drawing on the work of both Carl Jung and brand consultancy Haines McGregor, the author provides a method for identifying your key strengths and translating that into an engaging, and crucially multi-faceted, brand or short-form. While acknowledging that it could seem facile to reduce a human being down to its bare minimum competencies, the author explains that we now live in a world of soundbites and video clips. So there is huge value in being able to present yourself succinctly. Being able to do that effectively and imaginatively will make progress easier.