How MCG measures the quality of a personal brand. Five pillars, always in this order, weighted into one composite out of 100.
The Hierarchy of Personal Branding measures how large a position is. The Five Personal Brand Pillars measure how good it is. Every Identity Positioning™ Brand Audit scores a person across all five, and every recommendation MCG makes traces back to one of them.
The weights reflect what matters most to a position over time: being found and being trusted carry the most, and the foundation underneath them is never left unscored.
You should be visible and discoverable, whenever and wherever possible.
Personal Branding: A Manifesto on Fame and Influence, Second Edition, 4.16
The moves ISIA, the engine behind the Brand Audit, draws from this part of the doctrine. Each one is something you can do this month, and the reason it matters.
This page is a summary. The subchapter itself goes further, with the reasoning, the stories behind it, and the exercise that closes it.
Omnipresence, Credibility, Seamless Branding, Reputational Health & Risks, and Marketability, in that order. The Brand Audit weights them 25, 25, 20, 15, and 15 into one composite out of 100.
Take the free Identity Positioning™ Brand Audit. It returns a composite, a band, a risk register, and the three highest-priority moves.
Advice Isaac Mashman has given on his own shows and in interviews on this subject, from the same library MCG consultants work from. Each one keeps the words he said it in, and links to the transcript where there is one.
Assume that what people find of you across platforms is your reputation. Fill in the platforms where you are missing.
Read the transcript ↗ (opens in a new tab)“it's made it a modern day reputation system”
Chase the Vision with Isaac Mashman, “We’re All Playing Too Small”, July 31, 2020
Go through every number and claim on your profiles and ask whether you could show how you earned it. Remove anything you could not defend in front of the people it was meant to impress.
“you cannot fake credibility”
Unrivaled Results with Mashman Ventures, “UNRIVALED: Personal Branding Training”, April 13, 2022
Run a cross promotion this month: ask the people who follow you on one platform to connect with you on another, and name where you are.
“multiple streams of credibility”
Unrivaled Results with Mashman Ventures, “UNRIVALED: Personal Branding Training”, April 13, 2022
There should be no doubt who you are when someone introduces you, on or offline, and no question that you are the right person to follow.
Follower counts only get you so far. What matters more is how much the people who follow you trust you.
No matter how far a personal brand reaches, it is always a single misstep away from crashing down. The size of a reputation is not a shield.
Engagements are accepted by application and seats are limited each quarter. Tell us who you are, what you are building, and the position you intend to hold.
