Personal Brand OS Scorecard

Assessment in progress: results stay hidden until every block is answered.
How it works
Answer all 12 blocks: 1 precondition as ✓ / ✗ and 11 blocks on a 0 to 5 scale. No score, level or chart is shown while you assess, so each block is judged on its own evidence instead of being nudged towards a target total.
The scale
Click any block to open the full rubric and examples before choosing.
0 absent1 initial3 established5 exemplary2 and 4 are in-between
0 of 12 answered
FOUNDATION Checked, not scored · if ✗ then Not anchored
1
VisionIs there a written 2-year personal direction, specific and time-bound?
✓
Present
A written 2-year personal direction that is specific and time-bound: a concrete goal, not a vague 'be successful'.
✗
Absent
No written direction, or a vague aspiration with no timeframe.
Checked, not scored. If Vision is ✗, the personal brand is Not anchored regardless of the total.
WHY Identity foundation · scored 0 to 5
2
Personal MissionHow consistently do others repeat what you do and why, in your own framing?
1
No clear answer: story changes by audience
Pitch changes depending on who's asking
3
Consistent one-liner in bio and introductions
"I help mid-market HR directors reduce time-to-fill"
5
Others repeat your mission unprompted and accurately
Colleagues introduce you using your own framing
Score as others repeat it, not as you say it.
3
Lived IdentityHow well is your identity confirmed by external feedback rather than self-perception?
1
Only self-assessed; no external data collected
"I think people see me as strategic", never asked
3
Feedback gathered; perception gap identified
LinkedIn recommendations reviewed; 360 input collected
5
Declared and lived identity aligned; confirmed multi-source
Peers, clients and online presence all use same descriptors
Score from external feedback, not self-perception.
4
Declared ValuesHow visible are your values in real choices, especially under pressure?
1
Listed but never referenced in decisions
"I value honesty": said yes to everything anyway
3
Visible in choices; occasionally at a cost
Turned down work that conflicted with stated principles
5
Others name your values without prompting
"She always says no to work that cuts corners"
Score from behaviour under pressure, not declarations.
5
Target audienceHow specifically are your audience and its ecosystem defined?
1
Generic audience; no defined ecosystem
"Professionals interested in marketing"
3
Audience defined; relevant players named
"HR directors in Italian manufacturing, 200–1000 employees"
5
Specific personas; ecosystem mapped; POV vs peers articulated
Knows what makes their angle different from named competitors
Score by specificity of audience definition.
HOW How you operate · scored 0 to 5
6
Style & BehavioursHow recognisable is your way of working to the people around you?
1
No recognisable style; adapts completely to each context
Formal in some meetings, radically different in others
3
Consistent tone; peers can describe how you work
"Always data-first, pushes back constructively"
5
Style is a differentiator; referenced by others unprompted
"That's so typical of her approach"
Score from peer description, not self-assessment.
7
Content & CommunityHow consistent is your public point of view, and where does it live?
1
No public content; passive observer in communities
LinkedIn exists but no posts, no comments
3
Regular content; active in at least one relevant community
Posts 2–3× per week; comments on sector discussions
5
Known POV; invited to speak, write, guest on podcasts
Inbound invitations without applying
Score by consistency of angle, not frequency alone.
11
Proof PackHow accessible and specific is the evidence behind your claims?
1
Claims made but nothing to show
"I'm an expert in X", no case studies, no testimonials
3
Portfolio or testimonials exist; shared selectively on request
PDF on request; 3–4 LinkedIn recommendations
5
Curated, accessible, kept current: results cited, updated
Case studies online with measurable outcomes
Score by accessibility and specificity, not volume.
WHAT What you promise · scored 0 to 5
8
Personal Value Prop.How distinctive is your promise, and how consistently is it used?
1
Generic and interchangeable with peers
"I bring strategic thinking and leadership experience"
3
Specific; used consistently in pitches, bio and signature
"I turn supply chain complexity into board-ready narratives"
5
Distinctive; clients quote it back as reason for referral
"I sent her your way because she's the one who can explain this"
Score by how specific and consistently used it is.
9
External NarrativeHow coherent is your story across every format, not just LinkedIn?
1
Different story by context, no coherent thread
LinkedIn, CV and verbal pitch each tell a different story
3
Consistent narrative in main formats
LinkedIn About, bio and speaking intro are aligned
5
Single coherent story; others use your own framing
Journalists and event hosts use the language you created
Score by coherence across formats, not just LinkedIn.
10
Channels & TouchpointsHow planned and tracked is your presence where your audience is?
1
Passive or invisible: only found via direct name search
Profile exists but static; no owned presence
3
Active on 1–2 channels; irregular cadence; no editorial plan
LinkedIn active; newsletter sent occasionally
5
Multi-channel; planned cadence; reach tracked monthly
LinkedIn + newsletter + speaking calendar; monthly analytics
Score by planned cadence, not number of platforms.
SYSTEM METRICS Input · Process · Results · scored 0 to 5
12
System MetricsHow far does the data you collect actually drive your decisions?
1
No KPIs; success measured only by outcomes
"I got two new clients", no idea what generated them
3
Reach and engagement tracked; reviewed occasionally
LinkedIn analytics checked monthly; inbound requests logged
5
Input/process/outcome dashboard in regular review cycles
Content output, reach growth, inbound leads tracked quarterly
Score by whether data drives decisions, not just exists.
Ready to see where you stand?
Answer every block to unlock your maturity level, subtotals and charts.
Total maturity score
0/ 55
-
Anchored
Emerging
Defined
Integrated
Exemplary
Not anchored: Vision ✗  ·  Anchored: Vision ✓  ·  Emerging: all WHY ≥ 1  ·  Defined 20–33  ·  Integrated 34–44  ·  Exemplary 45–55
WHY
0 / 20
HOW
0 / 15
WHAT
0 / 15
SYSTEM METRICS
0 / 5
Golden Circle OS
VISIONNo
SYSTEM METRICS0 / 5
Shape of maturity
Block scores vs max 5