Inside Out Personal Branding (IOPB): Using Gallup Clifton StrengthsFinder 2.0 and 360Reach Academic Article uri icon


  • © 2018, Copyright © 2018 Society for Marketing Advances. A personal brand is an individual’s reputation and unique image, which can be a crucial differentiator in today’s hypercompetitive job market. This article’s two main objectives are: to present an evidence-based approach to developing the self-awareness component of a personal brand, and to analyze the impact of the assignment on student learning outcomes. The Gallup Clifton StrengthsFinder 2.0, which provides an inside (or internal) assessment, is used in conjunction with 360Reach, which provides an outside (or external) assessment, to guide marketing students through an inside-out approach to developing their personal brand (IOPB). Students report that the assignment helps them understand their talents, improve self-awareness, and prepare them for their job search and career planning.

author list (cited authors)

  • Busch, P. S., & Davis, S. W.

citation count

  • 3

publication date

  • September 2018