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Once you have determined your one or two key positionings, you should think about your brand elements for each. When branding a company or product, brand elements include a name, logo, tagline, colors, etc. For personal branding, visual elements may not be necessary. Here is where you can begin to articulate your brand promise, though. True personal branding will often include a résumé or curriculum vitae (CV), headshot photo, and various length biographies. All of these materials need to clearly support your positioning. You may want to include other information, but the theme should be consistent. You may also want to consider writing a tagline or catchphrase, even if it is not communicated verbatim externally.

If you have more than one positioning, you may need to build two sets of personal branding elements to clearly communicate with different audiences. Additionally, if you are a physician working in the community, you may want to consider your personal brand as more of a small business brand and include a company name, logo, etc. This is particularly useful if you expect your business to grow and intend to hire other healthcare providers.