Identity
Who you are and the patterns, experiences and perspectives that shape you.
The home of Identity Intelligence
Understand who you are. Build who you become.
Your Story Is Your Strategy.
Identity Intelligence is the discipline of helping people understand the patterns, experiences and perspectives that shape who they are, so they can intentionally build who they become.
Start with three minutes. Leave with a clearer understanding of how the world may experience you.
The Identity Gap
The biggest gap may not be your ability. It may be how clearly the world understands you.
The Identity Gap is the gap between who someone is, how they currently express themselves, and how other people consistently experience them.
You already have a personal brand. People are already forming impressions based on the signals you send, the stories you tell and the way you show up.
The question is not whether people experience you. It is whether that experience reflects who you really are and who you are capable of becoming.
Expression
How you currently communicate, behave and make your identity visible.
Perception
How other people consistently experience, remember and interpret you.
Discover Your Personal Brand Archetype
Free personalised result. Under three minutes.
Discover your identity
You already have a personal brand. Now discover how the world experiences it.
Most people do not struggle because they lack ability.
They struggle because they do not understand how their identity is being experienced by other people.
The Personal Brand Archetype Assessment helps you uncover your natural strengths, blind spots and the signals you are already sending, so you can build your reputation with greater clarity and confidence.
3,500+
LinkedIn professionals across more than 60 countries have already completed the assessment.
Your Archetype
Discover the natural pattern shaping how people experience, remember and respond to you.
Your Identity Gap
Understand where identity, expression and perception appear aligned, and where greater clarity may be needed.
Your Next Chapter
Receive personalised guidance showing where your strongest opportunities for growth may exist.
Discover Your Personal Brand Archetype
Free personalised result. Under three minutes. No credit card required.
Volume 1
Q2 2026
Research and insight
3,593 professionals. More than 60 countries. One emerging picture of identity.
Identity may be deeply personal. The search to understand it is universal.
The Identity Intelligence Report brings together insights from 3,593 LinkedIn professionals to reveal the patterns shaping personal branding, identity and story across countries, cultures and career stages.
It turns assessment data into a clearer understanding of how professionals see themselves, how they express their potential and where uncertainty may be holding them back.
Read the Identity Intelligence Report
A quarterly research publication from My Brand Academy.
The Identity Intelligence Method
Your story is not something you add to your strategy. Your Story Is Your Strategy.
The strongest personal brands are not built from performance, promotion or borrowed formulas.
They begin with meaning.
Identity Intelligence helps you move from understanding the experiences and patterns that shaped you to expressing them with clarity, intention and purpose.
01
Meaning
Make sense of the experiences, values and questions that matter most.
02
Identity
Understand the patterns and perspectives shaping who you are.
03
Story
Interpret your lived experience so your identity gains meaning and direction.
04
Strategy
Turn understanding into clearer choices, priorities and action.
05
Personal Brand
Express who you are so other people can consistently understand and trust you.
06
Opportunity
Create the conditions for the right people, roles and possibilities to find you.
Understanding comes first. Expression follows. Opportunity becomes the outcome.
From understanding to action
Clarity should move you forward. Not make you dependent.
My Brand Academy is designed to help you understand yourself, express yourself more clearly and take your next step with confidence.
Each stage deepens your understanding while giving you something practical to use independently.
Step 01
Discover
Personal Brand Archetype Assessment™
Understand the natural pattern shaping how people experience, remember and respond to you.
What you gain
A clearer starting point.
Discover Your Archetype
Step 02
Understand
Your Origin Blueprint™
Make sense of the experiences, beliefs and defining moments that shaped who you are and how you lead.
What you gain
Meaning and direction.
The next chapter of your journey
Step 03
Build
The Brand You Build™
Turn understanding into practical, consistent action that strengthens your visibility, confidence and reputation over time.
What you gain
Momentum without shortcuts.
A practical weekly system
Step 04
Become
My Brand Academy™
Continue a lifelong journey of understanding yourself and building a reputation aligned with who you truly are.
What you gain
Independent, intentional growth.
The wider Identity Intelligence ecosystem
Our product philosophy
Clarity without dependency.
We help you reach the moment when your story finally makes sense, then equip you to move forward for yourself.
The six Personal Brand Archetypes
Six different patterns. Six ways the world may experience you.
Your archetype is not a label or a personality type.
It is a starting point for understanding the strengths, signals and patterns that shape your reputation today.
01
The Trusted Expert
Experienced, credible and dependable. People look to you for knowledge, judgement and reassurance.
Your strongest signal: Trust
02
The Strategic Leader
Focused, intentional and decisive. People experience you as someone who creates direction and moves ideas forward.
Your strongest signal: Direction
03
The Emerging Leader
Ambitious, developing and full of potential. People can see that you are growing into something bigger.
Your strongest signal: Potential
04
The Connector
Relational, generous and collaborative. People remember the way you bring ideas, opportunities and people together.
Your strongest signal: Connection
05
The Purpose-Driven Leader
Values-led, committed and meaningful. People experience your work as being connected to something larger than personal success.
Your strongest signal: Purpose
06
The Creator
Imaginative, expressive and original. People are drawn to the ideas, possibilities and perspectives you bring to life.
Your strongest signal: Originality
Which pattern is shaping how the world experiences you?
Discover Your Personal Brand ArchetypeFree personalised result. Under three minutes.
Common questions
A little more clarity before you begin.
Identity Intelligence starts with understanding. These are the questions people most often ask before taking their first step.
What is Identity Intelligence?
Identity Intelligence is the discipline of helping people understand the patterns, experiences and perspectives that shape who they are, so they can intentionally build who they become.
Is this a personality test?
No. The Personal Brand Archetype Assessment is not designed to place you inside a fixed personality type.
It provides a starting point for understanding the patterns, strengths and signals that may shape how other people experience you professionally.
How long does the assessment take?
Most people complete the assessment in under three minutes.
What do I receive?
You receive a personalised Personal Brand Archetype result that helps you understand your likely strengths, blind spots and the signals you may already be sending.
Is the assessment free?
Yes. Your initial Personal Brand Archetype result is free.
What is the Identity Gap?
The Identity Gap is the gap between who someone is, how they currently express themselves, and how other people consistently experience them.
What happens after the assessment?
Your result gives you a clearer starting point. From there, the wider My Brand Academy journey can help you deepen your understanding, make sense of your story and turn that clarity into practical action.
Is this only for people building a personal brand online?
No. Identity Intelligence is relevant to leaders, professionals, founders, creators, job seekers and anyone who wants greater clarity around who they are and how they are understood.
Ready to begin with a clearer understanding of yourself?
Discover Your Personal Brand ArchetypeFree personalised result. Under three minutes.
Begin your story
The most important story you will ever understand is your own.
Your story has already shaped who you are.
Your experiences influence how you think. Your identity shapes how you show up. Your personal brand influences how other people experience you.
Whether you understand those patterns or not, they are already shaping your future.
Identity Intelligence helps you make sense of them.
Because when your story finally makes sense, your strategy becomes clearer.
We help people make sense of who they are, so they can build who they become.
Discover Your Personal Brand Archetype
Already completed by more than 3,500 LinkedIn professionals across 60+ countries.
Free personalised result. Under three minutes.
Meaning
Identity
Story
Strategy
Personal Brand
Opportunity