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Figure 1. Ellen Skye Riley Homepage. Source: http://ellensriley.com/

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Figure 2. Homepage Intro. (Source: Ellen Skye Riley, 2020).

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elevator speech / quick intro on home page / quickly shows values, personality, and skills

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elevator speech / quick intro on home page / quickly shows values, personality, and skills

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Figure 3. Homepage Works Overview. (Source: Ellen Skye Riley, 2020).

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Figure 4. Project Description. (Source: Ellen Skye Riley, 2020).

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description of design process for each client/design

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description of design process for each client/design

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Figure 5. About Page. (Source: Ellen Skye Riley, 2020).

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about page & include mission, vision, brand statement, goals, values etc.

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about page & include mission, vision, brand statement, goals, values etc.

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Figure 6. Client & Project Description. (Source: Gari Cruze, n.d.). 

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description of client work & design process

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description of client work & design process

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Figure 7. About Page. (Source: Gari Cruze, n.d.).

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personality shines through in writing / fun, flirty, includes values, beliefs, experience

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personality shines through in writing / fun, flirty, includes values, beliefs, experience

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Figure 8. Homepage. (Sources: Tones And I, 2021). 

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colorful, modern, personal, fun, creative homepage

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colorful, modern, personal, fun, creative homepage

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Figure 9. Tones & I Merch. (Source: Tones And I, 2021). 

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consistent branding colors, fonts, design & logo

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consistent branding colors, fonts, design & logo

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Figure 10. Alice Thorpe YouTube Channel. (Source: Alice Thorpe, n.d.). 

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colorful branding using design elements / use of typography for logo / description of products & services

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colorful branding using design elements / use of typography for logo / description of products & services

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Figure 11. Alice Thorpe Homepage. (Source: Alice Thorpe, 2022). 

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Figure 12. Alice Thorpe Homepage. (Source: Alice Thorpe, 2022). 

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how can I help you section / what products & services you offer / what makes you valuable

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how can I help you section / what products & services you offer / what makes you valuable

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Figure 13. Alice Thorpe Homepage. (Source: Alice Thorpe, 2022). 

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brand/client collaborations done in a humble, professional, and visually pleasing way

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brand/client collaborations done in a humble, professional, and visually pleasing way

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Figure 14. Alice Thorpe Instagram. (Source: Alice Thorpe, 2022). 

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have an authentic and genuine social media presence

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have an authentic and genuine social media presence

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Figure 15. 16 Personalities Test Results. (Source: Neris Analytics Limited, 2022). 

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affirmation from personality test that I am creative, richly imaginative, desire expression, and come to life in an artistic field like communication or design 

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affirmation from personality test that I am creative, richly imaginative, desire expression, and come to life in an artistic field like communication or design 

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Global Alliance. (2018). Global principles of Ethical Practice in Public Relations and Communication Management. Retrieved from https://www.globalalliancepr.org

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guiding principles of ethics / professional practices to be used to help with brand development

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guiding principles of ethics / professional practices to be used to help with brand development

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Declaration
As professional communicators and public relations professionals, we have the potential to influence economies and individuals. This carries obligations and responsibilities to society and to clients. We understand that there is a direct relationship between ethical conduct and trust which is critical to our reputation.

Guiding principles:

A profession is distinguished by certain characteristics or attributes, including:

Mastery of a particular intellectual skill through education and training

Acceptance of duties to a broader society than merely one's organisations/employers. We accept that the balance should tip in favor of the broader public interest.

Objectivity

High standards of conduct and performance

We base our professional principles therefore on the fundamental value and dignity of the individual. We believe in and support the free exercise and respect of human rights, especially freedom of speech, freedom of assembly, and freedom of the media, which are essential to the practice of public relations and professional communication.

In serving our organisations and employers, we dedicate ourselves to building and sustaining essential relationships among those who grant our licence to operate, improving communication, understanding, and cooperation among diverse individuals, groups, and institutions of society. We also subscribe to and support equal opportunity of employment in the communication and public relations profession, and lifelong professional development.

We undertake:

To conduct ourselves professionally, with integrity, objectivity, truth, evidence-based communication, accuracy, fairness, and responsibility to our clients, our organisations, our organisations' stakeholders and to a wider society

To improve our individual competence and advance the knowledge and proficiency of the profession through continuing education and research and, where available, through the pursuit of professional credentials or accreditation

To give consideration to the protection of privacy of individuals and respect for the spirit as well as the letter of applicable laws

To adhere to the principles of the Code of Professional Standards for the Practice of Public Relations and communication

1. PRINCIPLES OF PROFESSIONAL PRACTICE

We are committed to ethical practices, preservation of public trust, and the pursuit of communication excellence with high standards of performance, professionalism, and ethical conduct.

Advocacy. We will serve our organisations and employer and client interests by acting as responsible advocates and by providing a voice in the market place of ideas, facts, and viewpoints to aid informed public debate.

Disclosure. We will disclose any conflict of interest and offer transparency. We will be forthcoming about sponsors of causes and interests and never engage in misleading practices.

Honesty. We will adhere to the highest standards of accuracy and truth in advancing the interests of clients and employers.

Integrity. We will conduct our business with integrity and observe the principles and spirit of the Code in such a way that our own personal reputation and that of our employer/clients, and the public relations/communication profession in general is protected.

Expertise. We will encourage members to acquire and responsibly use specialized knowledge and experience to build understanding and client/employer credibility. We will not promise what we cannot deliver. Furthermore, we will actively promote and advance the profession through continued professional development, research, and education.

Loyalty. We urge members to demonstrate commitment to those they represent, while honoring their obligations to serve the interests of society and support the right of free expression.

2. PERSONAL RESPONSIBILITY

We believe it is the duty of every association and every member within that association that is party to the Code of Professional Standards to:

- Acknowledge that there is an obligation to protect and enhance the profession.
- Remain informed and educated about practices in the profession that ensure ethical conduct.
- Actively pursue personal professional development.
- Accurately define what public relations activities can and cannot accomplish and manage expectations, targets, and contracts accordingly.
- Counsel its individual members in proper ethical decision-making generally and on a case specific basis.
- Require that individual members observe the ethical recommendations and behavioral requirements of the Code.
Framework for implementation and best practices
The task force recommends that all associations who are members of this task force, or of the GA, examine the revised Global Code and make necessary adjustments within 6 months of adoption. A new Global Brand will be developed which will help associations proclaim their compliance with the revised Global Principles.

We also encourage associations to implement an annual pledge to their code of ethics. See sample which can serve as a best practice at Annex 2.

We encourage professional bodies to offer ethical decision-making guides, such as this one, for example (courtesy of PRSA):

1. Define the specific ethical issue/conflict.

2. Identify internal/external factors (e.g. legal, political, social, economic) that may influence the decision.

3. Identify key values that are in question

4. Identify the parties who will be affected by the decision and define the public relations professional's obligation to each.

5. Select the ethical principles to guide the decision-making process.

6. Decide and justify it to all parties affected by the decision and to the public if necessary.

Enforcement of the Code of Ethics is left to each member organization. Many organizations prefer an 'education' rather than 'enforcement' approach. The GA assists members by facilitating the exchange of recent experiences and events. Promotion of ethics as a core value of the profession remains at the center of GA advocacy efforts.

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Cardello, J. (2019, June 20). 18 Effective Personal Branding Examples Done Right. Webflow. Retrieved from https://webflow.com/blog/personal-branding-examples 

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personal branding examples to refer back to for help with brand development

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personal branding examples to refer back to for help with brand development

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Success is often built on strong personal branding - because it immediately tells us who a person is and where their expertise lies. Personal branding isn't limited to those in the public sphere. Regardless of who you are, you can showcase your talents. We've curated a list of excellent examples of well-defined personal brands to inspire your own.

Elon Musk's name is almost as well known as Coca-Cola. Even if you have no interest in technology, it's hard to avoid the brand that is Mr. Musk.

Having a personal brand does make you a public figure and thus very much subject to criticisms of your public statements. Elon has been criticized for spending huge amounts of money with little return and for publicity stunts like shooting a Tesla into space that give the appearance of being more about ego than science. Regardless of how you feel about him, it's undeniable that his drive and follow-through have shown us technologies yet to be invented and a whole universe whose mysteries are left to discover.

Though he's a public figure, his recognizable face is absent from Tesla.com. Instead, shiny products and clear copy are what make his innovative brand unmistakable. Behind all this fascinating gadgetry is extensive research, development, and a team of bright engineers chosen by Mr. Musk. There may not be any photos of him, but his presence touches every part of his site.

2. Gary Vaynerchuk

If hustle were a religion, Gary Vaynerchuk might be its messiah. No, he doesn't perform miracles, but he did turn the family liquor store into an ecommerce empire. It's the kind of success story that gives anyone with entrepreneurial aspirations hope.

Becoming an influencer through social media, Gary's story has humble beginnings with hard work and dedication leading him to success. He embodies authenticity and self-determinism. From creating content on platforms like YouTube, Instagram, and LinkedIn, he positions himself as someone who's grounded and wants you to achieve success on your own terms. He is also the co-founder of VaynerMedia.

A strong identity gives people confidence in what you do. It's the reason we reach for brand-name products at the supermarket - we know what we're getting. No surprises. The product's value and selling points are proven and well-known. Your own personal brand should be just as recognizable.

3. Charli Marie

Charli Marie was a student of design when she started a Tumblr dedicated to the pop punk band Fall Out Boy. This fan page was created from a love for the band and a desire to connect with other like-minded fans. Her popularity on Tumblr led to a t-shirt brand of her very own.

Charli wrote about the rise and fall of her t-shirt business. She doesn't focus on the momentum her company lost, but instead frames it as an important step in her journey as a designer. For those with a creative idea that appears to serve no other purpose than scratching a fun itch, Charli's Tumblr story inspires follow through - you never know what opportunities a fan page for your favorite pop punk band could bring.

Today Charli works remotely for Convertkit, hosts a successful YouTube channel, and has made a life for herself full of travel and fun. Her upbeat personality and design skills are central to her personal brand. She serves as another fantastic example that there's more than one path to success.

4. Alice Thorpe

Alice Thorpe describes herself on her YouTube channel as a "freelance graphic designer stumbling through life one pixel at a time." Alice isn't afraid to poke fun at herself, and this self-referential tagline is a perfect introduction.

She produces a lot of content for designers on YouTube and on her own website. She's the kind of expert that never talks down to her audience. Her brand is casual and funny. This, combined with her skills makes for entertaining and informative content.

An important part of a brand's identity is voice - think Apple, Progressive, and McDonald's. How they speak to their target audience gives us a sense of their personality. Your brand voice should be authentic and Alice does a great job of consistently communicating her personality through all her fantastic content.

5. Nesha Woolery

Nesha Woolery's site greets us with "Hey designer lady!", speaking directly to the audience she hopes to reach. With skills in project management and organization, Nesha offers online courses, videos, and articles targeting female designers. She offers a specialized service to a specific demographic with a light, breezy design that complements her own personal brand aesthetic.

6. XO Pixel

XO Pixel creates content about design, code, and tech. Their design features splashes of fun colors with an imaginative approach that shows off their creativity. Their free content is well-informed and helpful, working to prove their value and promote their paid membership. Branding isn't a shallow pursuit based on razzle-dazzle, and XO Pixel shows they have substance.

7. Bill Nye

Bill Nye may be known for his bowties and science-dad jokes, but beneath the veneer of his popular appeal is a man who values increasing awareness and appreciation of science. His enthusiasm for reason and objective thinking are as important to his personal brand as his skills as an entertainer.

His stage persona is the affable, goofy, uber-nerd. His background as a mechanical engineer elevates him from TV persona blowing up test tubes full of colorful liquids to trusted expert.

While his site promotes his books and online store, most of the content is science-related and accessible - even to those who've never donned a lab coat.

8. Brian Dean

In an internet crammed with SEO "experts," mystics with the supposed power to increase your web traffic by a gazillion percent, it's difficult to know who to believe.

Brian Dean is an internet blogger and the real deal when it comes to Google SEO. With well-thought-out content, testimonials from actual people, and an absence of sketchy ads, his website positions him as a credible expert. His personal brand is all about trust.

9. Tony Robbins

Love him or loathe him, it would be hard to find anyone unfamiliar with Tony Robbins and his brand of financial self-help thanks to his prolific output of books, seminars, and other content. And of course let's not forget about his charisma, energy, and that mouthful of beautiful teeth.

If you haven't been keeping up with him, your brain might still conjure the 1990s version of Tony in all of his loud, energetic glory parading in front of his adoring fans. Maybe walking barefoot over hot coals? But his identity changed with the times. He's no longer screaming in full volume - he's more sophisticated and subdued. His current website doesn't position him as the boisterous self-help guru of the past, but instead as a financial teacher for the current climate.

He looks more like someone in tech than a bellowing prophet of self-empowerment. Mirroring the site's dark color palette, Tony dons a professional, button-down look and a knowing grin that downplays his toothy smile. His site showcases a personal brand that's contemporary and relevant, eschewing the flash and pizzaz of the past.

10. Melyssa Griffin

Melyssa Griffin defines her mission as helping "heart-centered high achievers grow their income and impact online." This summary communicates who she is, appeals to entrepreneurial aspirations, and connects on an emotional level.

Her about page further reinforces her personal brand when she says, "I believe you deserve happiness, respect, and love. And I'm determined to give you the tools to create those feelings in every crevice and cranny of your existence." She delivers on this message with expertise and spunk woven into her quality content. She's also a great example of a personal brand that was grown through a blog.

11. Shaun White

By the time Shaun White was 7 years old, he was sponsored by Burton Snowboards. He's remained on the cusp of innovation throughout his career, flinging himself from the lips of halfpipes, spinning in ways no other snowboarders ever have. His time twisting in the air has brought him countless victories at the X Games and Olympic Games. He brings this same drive to skateboarding.

His brand is about going higher and faster than anyone else. He thrives on competition and the desire to win. Shaun's brand - like many professional athletes' - is founded on the brilliance of what he can do with his body. Fans aren't interested in longform passages describing what Shaun does. They come to see these examples of gravity-defying feats of athleticism. Shaun's website delivers.

12. Tim Ferriss

Tim Feriss made his mark in the world of financial self-help with his book, The 4-Hour Work Week. His brand is about the smart subversion of traditional employment and empowering people to defy convention and blaze their own paths to success.

Even for those rolling their eyes at the notion of a four-hour work week, there's a lot of great advice in his content. His personal brand is that of a wiley disruptor. For those on a non-traditional career path, Tim positions himself as both a leader and teacher. He is also the host of The Tim Ferriss Show - an amazing podcast for personal growth and business.

13. Roberto Blake

Roberto Blake is the embodiment of entrepreneurial achievement. He runs his own agency, Create Awesome Media, has published over 1200 videos, and develops curriculum to help those driven by creativity and independence.

His site design is full of his creative energy, personality, and intelligence that will inspire any designer to put in the time and effort to build a career around their true passions.

14. Martha Stewart

Martha Stewart's brand touches so many different pursuits. She's a great cook, has an eye for interior design, and a zest for gardening. There's a consistency in what she creates whether it's a recipe for chicken pasta, or a palette of paint colors - her sense of delicate sophistication is a part of everything she makes.

Where some people with established brands may put a bit less effort into their web presence, Martha does the opposite. She's not known to take it easy. Her site is full of recipes, DIY projects, entertainment ideas, and other lifestyle-related content all oozing her personality. Her ongoing output keeps her brand going strong today.

15. Casey Neistat

Casey Neistat's site design consists of whitespace and a few outbound links, because he's "not entirely sure what purpose a website would serve someone like me so this page is here to redirect you to more interesting places." Even if you have no idea who Casey is, the message is clear - he's not one to follow conventions.

With over 11 million YouTube subscribers and an impressive social media following, Casey's videos are enough to communicate his personal brand of rebellion. It's apparent that he's driven by instinct and intelligence. He's spent his career overachieving, pushing against those who've told him he can't do things. He's a vlogger (video blogger), founded the media company Beme, and has received praise from big-name outlets like Forbes.

His content is unapologetic in its brashness and he's driven by the mantra, "Do what you can't." He's spent his life pushing against the haters and triumphed over negativity through brute force. He encourages his audience to go after what's important without hesitation.

16. Mindy Kaling

As a writer, actor, and producer, Mindy Kaling's work has made so many of us laugh. She's established herself as someone whose creative output is about smart comedy that punches up against Hollywood and societal norms. Her personal brand is multifaceted and isn't limited to labeling her as a writer, feminist, or actor. Even though there are so many aspects to what makes Mindy amazing, her brand offers a clear idea of who she is and what matters to her.

17. Satori Graphics

Derrick Mitchell, the guy behind Satori Graphics, shows that he's looking to the future of design, rather than clinging to the outdated practices of the past.

The trailer video at the top of Satori's YouTube channel pulses with the buzz of a hip electronic dance music soundtrack, showing quick edits of what they're capable of. The work featured on the Satori Graphics website shows a modern, stylized design approach that's balanced with practicality. Consistency is so important to a brand's identity - Satori Graphics never drops their fresh approach in the content and design they produce.

18. Billie Eilish

Remember when pop stars were simple? The Backstreet Boys, Britney Spears, and the Spice Girls weren't exactly known for their layers. Now that I've totally dated myself, with age comes wisdom, right? Growing up with everything that was saccharine and fake about pop stars gives this Gen Xer an appreciation for what makes an artist like Billie Eillish special.

Billie Eilish is equal parts awkward and ego. She can be infuriating and likable all within ten seconds of an interview. Her music flirts with experimentalism while still being within the lines of pop sensibilities. She's complicated both in her music and who she is.

Her official website leads you into a 360 animation of what could be her bedroom. Sneakers, cartoon-like drawings pinned to the wall, and a skull all add to what feels like the living space of a teenager from another dimension. It's a surreal, disorienting page to navigate, much like her music. Her personal brand of quirk is almost anti-brand - it's what makes her music and aesthetic easy to recognize.

Marketing the product that is you

No matter who you are, you can benefit from putting effort into your own personal branding. Don't laugh! Whether it's a portfolio, blog, or a dating profile, you're telling us who your are. Why not amplify all that's awesome about you? Build your personal brand on your strengths. Sell yourself through authenticity and good intentions - show those interested all that you have to offer.

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18 effective personal branding examples done right | Webflow Blog

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Success is often built on strong personal branding - because it immediately tells us who a person is and where their expertise lies. Personal branding isn't limited to those in the public sphere. Regardless of who you are, you can showcase your talents.

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Natalie Ellis. (2021). How To Build a Magnetic Personal Brand on Social Media in 2021 [YouTube Channel]. YouTube. Retrieved from https://www.youtube.com/watch?v

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a guide to using Instagram to create a magnetic brand online

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a guide to using Instagram to create a magnetic brand online

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How To Build A MAGNETIC Personal Brand On Social Media In 2021

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Adobe Creative Cloud. (2020). Designing a Complete Brand Identity with Sydney Michuda 1 of 2 [YouTube Channel]. YouTube. Retrieved from https://www.youtube.com/

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use Illustrator & Photoshop to build a brand identity & to improve design skills

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use Illustrator & Photoshop to build a brand identity & to improve design skills

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Designing a Complete Brand Identity with Sydney Michuda - 1 of 2