CHAPTER 1: THE PSUnians PERSONALITY- it’s who we are.

Our personalities
 PSU PRESIDENT: DR. ELBERT M. GALAS determine how we act and react, as well as how we interact
 9 Campuses of PSU System with and respond to the world.
 6 Independent College PSU Lingayen
 PSU STUDENT HANDBOOK: location of the  Personality is how people affect others and how they
duties and responsibilities of PSUnians. understand and view themselves
 How people affect others depends primarily on their
PSU MISSION: The Pangasinan State University shall external appearance (height, weight, facial features, color,
provide a human-centric, resilient, and sustainable academic and other physical aspects) and traits.
environment to produce dynamic, responsive, and future ready 1. Parents
individuals capable of meeting the requirements of the local 2. Friends
and global communities and industries. 3. Genetics
4. Work
PSU VISION: To be a leading industry-driven State 5. Culture
University in the ASEAN region by 2030. 6. Environment

NEW STRATEGIC GOALS PERSONALITY - derived from the Latin word ‘persona’
SG1: Industry-Focused and Innovation-Based Student meaning ‘mask’.
Learning and Development
SG2: Responsive and Sustainable Research, Community  The relatively stable feelings, thoughts, and behavioral
Extension, and Innovative Programs patterns a person has.
SG3: Effective and Efficient Governance and Financial  If personality is stable, does this mean that it does not
Management change? It does. Changes occur.
SG4: High-Performing and Engaged Human Resource  Enduring patterns of perceiving, relating to, and thinking
SG5: Strategic and Functional Internationalization Program about the environment and oneself, and are exhibited in a
wide range of important social and personality context.
PSU CORE VALUES Accountability and Transparency
Credibility and Integrity Personality Development
Competence and Commitment to Achieve  Converting negative to positive personalities, acquiring
Excellence in Service Delivery new, improving what you already have.
Social and Environmental Responsiveness  An improvement in all spheres of an individual’s life, be
Spirituality it with friends, in the office or in any other environment.

PSU QUALITY POLICY IMPORTANCE:

The Pangasinan State University shall be  Personality development grooms an individual and helps
Recognised as an ASEAN premier state him make a mark of his/her own. (Help us to be unique.
University that provides quality education Sometimes, we wear mask in order to fit in the
And satisfactory service delivery through society/peers.)
Instruction, research, extension, and  Personality development goes a long way in reducing
Production. stress and conflicts.
 Personality development helps you develop a positive
We commit our expertise and resources attitude in life.
To produce professionals who meet the
Expectations of the industry and Understanding Today’s Generation
Other interested parties in the national What shapes our PERSONALITY?
And international community.  Gen X
 Gen Y
We shall continuously improve our  Gen Z
Operations in response to the  Alpha
Changing environment and in support How do we understand Today’s Generation?
Of the institution’s strategic direction. 1. Today’s generation is a product of several factors that
CHAPTER 2: The Study of Personality shape their personalities and identities.
2. These factors may include heredity, environmental
influences as well as cultural influences.
 3. We are living in a world characterised by constant to be social leaders among their peers. In contrast,
changes hence; each generation is also a product of children who are less securely attached at the end of their
these changes. first year are more easily. frustrated, are more dependent
on adults and tend to be socially withdrawn.
SHAPING OF PERSONALITY
 03 The failure to form secure attachments in the early
 GENETIC INFLUENCES - The early appearance of years has been related to an inability to develop close
such characteristics suggests that they are determined in personal relationships in adulthood.
part by genetic factors and are inherited from the parents.
PARENTS in non- Western culture punish wrong behaviours
 ENVIRONMENTAL INFLUENCES - Most & do not explicitly praise or reward good behaviour.
psychological theories of development assume that forces
acting early in life have more influence in shaping our 1. Western culture
personalities than do later.  independent
 self-assertive
 CULTURAL INFLUENCES - Western culture is  motivated to achieve
independent, self-assertive and motivated to achieve.
Non-Western culture is the interdependence of persons 2. Non-Western culture
with others in the community. Children are encouraged to  Interdependence of persons with others in
be part of functioning community the community
 Children are encouraged to be part of
GENETICS functioning community
 Research shows that reliable differences can be observed
among infants beginning at about 3 months of age. Basic PERSONALITY Traits “Big Five” - OCEAN
 Such characteristics are activity level, attention span,
adaptability to changes in the environment & general The English vocabulary contains nearly 20,000 trait terms. But
mood. there is a lot of redundancy among them (sociable, outgoing).
 Such mood related personality characteristics, called Decades of research on similarities between traits have yielded
temperament, are building blocks for the individual's later five clusters:
personality.  Openness
 Conscientiousness
Types Of Child Rearing Practices. / Individual (child)  Extroversion
Personality  Agreeableness
 Neuroticism
1. Authoritative - Increase level of control, warmth & able to
use 2-way communication. These tendencies mix in different proportions to create
different personalities.
2. Authoritarian - Competent & capable individual BUT
might lack spontaneity & social withdrawal. 1. OPENNESS- The degree to which a person is curious,
original, intellectual, creative, and open to new ideas.
3. Indulgent - Accepting, responsive, have a positive mood
BUT too much indulgent will create immature individuals,  People high in openness are highly motivated to learn
lack of impulse control, lack of social responsibility & self- new skills, and they do well in training settings. They also
reliance. have an advantage when they enter into a new
organisation. Their open-mindedness leads them to seek a
lot of information and feedback about how they are doing
4. Neglecting - Neurotic, abuse substances. and to build relationships, which leads to quicker
adjustment to the new job.
 01 Child differ from one another in the degree to which
they form secure attachments to their primary caregivers 2. CONSCIENTIOUSNESS- The degree to which a person
in the 1st year of life. is organised, systematic, punctual, achievement oriented,
and dependable.
 02 Those who form such attachments are observed in later
childhood to approach difficult problems with enthusiasm
and persistence, to be self- directed and eager to learn &
 Conscientiousness is the one personality trait that Why Is Personal Branding Important?
uniformly predicts how high a person’s performance will In an era where people’s attention spans are getting
be, across a variety of occupations and jobs. shorter by the minute, the need to make an impression is more
 In addition to their high performance, conscientious important than ever. And the best way to do this is by creating
people have higher levels of motivation to perform, lower a solid and memorable brand identity.
levels of turnover, lower levels of absenteeism, and higher
levels of safety performance at work. 4 Reasons for Personal Branding

3. EXTROVERSION- The degree to which a person is 1. Helps One Stand Out from The Crowd
outgoing, talkative, and sociable, and enjoys being in  A personal brand results from what others think
social situations. and say about you when you’re not in the room. It
is your reputation, and it can make or break your
 Extraverts do well in social situations, and as a result they career.
tend to be effective in job interviews. They have an easier
time than introverts when adjusting to a new job. They So, why is personal branding so important?
actively seek information and feedback, and build
effective relationships, which helps with their  For starters, it helps you stand out from the crowd. In a
adjustment. world where everyone has a degree, employers are
looking for candidates with something extra that makes
4. AGREEABLENESS- The degree to which a person is them unique.
nice, tolerant, sensitive, trusting, kind, and warm.  By developing a solid personal brand, you can make
yourself the one they remember. In addition, personal
 People who are high in agreeableness are likeable people branding can help you command a higher salary.
who get along with others. Not surprisingly, agreeable  It starts with knowing who you are and what you want
people help others at work consistently, and this helping to be known for.
behaviour is not dependent on being in a good mood.
They are also less likely to retaliate when other people 2. Leads to Opportunity
treat them unfairly.  A personal brand is the unique combination of skills
and experiences that make you who you are. It’s
5. NEUROTICISM- The degree to which a person is what makes you unique and sets you apart from
anxious, irritable, aggressive, temperamental, and moody. everyone else.

 These people have a tendency to have emotional  By developing a personal brand, you’re giving yourself a
adjustment problems and experience stress and depression competitive advantage. People will remember you and
on a habitual basis. People very high in neuroticism your brand when they look for someone with your
experience a number of problems at work. particular skills and expertise.
 In addition, a strong personal brand can lead to new
What Is Personal Branding? opportunities. When people see that you’re an expert in
 Personal branding is the process of creating a brand your field, they’ll be more likely to give you opportunities
identity for a person or a company. As the name to collaborate or work on new projects.
suggests, this is a brand for you or your business.
3. Your Audience Will Trust You More
 Personal branding is the process of creating an
 Personal branding is not just about marketing but about identity for yourself as an individual or business.
being your marketer. It is about standing for yourself and This involves developing a well-defined and
your business to command respect and confidence from consistent look, message, and presence online and
your peers and customers. The word “branding” can offline.
have a negative connotation when used in the context of
businesses.  There are many psychology-based reasons why you
might want to work on your personal brand.
However, applying the correct principles and strategies will  For one thing, it can help you build trust with your
help you create a brand identity for your business and help you audience. When people feel like they know who you are
stand out from your competition. and what you stand for, they’re more likely to trust you.
 They know what to expect from you and that you’re an One of the easiest ways to get lost in the process is to
authority in your field. Finally, personal branding can not know where to start. Even Oprah Winfrey began by
help you attract opportunities. going through several style iterations on a small local show
before defining her voice into one of the most influential
4. People Will Always Screen You Online personal brands in the world.
 With social media and Google, it’s easy for anyone to
find out information about you with just a few clicks. In both our look-at-me cultural shift and evolving job
As a result, it’s essential to be aware of how you are market, it’s both helpful and necessary to stand out when
presented online. applying for a job or starting your own company. A personal
brand is for (almost) everyone.
 Personal branding can help you control the narrative
about yourself and introduce yourself in the best light 1. Have a focus.
possible. It’s also a way to stand out from the  “Too many people are unfocused when it comes to
competition. press and coverage, trying to be “everything to
 In a world where everyone has a website and an online everyone.” Decide what your key message is and
presence, personal branding can help you make yours stick to it,” says Cooper Harris, founder and CEO
stand out from the rest. of Klickly.
 Personal branding can also help you build trust with Her personal brand has undergone a dramatic shift—from
potential customers and clients. Therefore, personal working actress to respected tech entrepreneur and she has
branding is essential for anyone who wants to succeed in handled this shift by only focusing on one message at a time.
today’s digital world. Keeping your message focused for your target demographic
will make it that much easier to both create content around
How To Get Started Developing Your Brand your personal brand and have others define you.

 One good place to start is by cleaning up your social In fact, Adam Smiley Poswolsky, millennial workplace
media accounts. You can control what your reputation is expert and author of The Breakthrough Speaker, takes it one
online. step further when he’s advising speakers: “Carve a niche, and
 Use your website not only to build your brand but to add then carve a niche within your niche. The best personal
value to your audience. This is your platform to brands are very specific.”
showcase your skills and experience, and also to share
valuable advice with your audience. And Juan Felipe Campos, VP of tech and partner at
 Create a logo and theme for yourself, and keep it Manos Accelerator, goes one step further to focus on
consistent throughout all your social media profiles. communities that he targets with his large-scale clients. “Keep
 Publish compelling content that will draw in your your message and content consistent to one niche topic to
audience and keep them coming back for more because become memorable within a targeted community.”
your content adds value to their lives. The narrower and more focused your brand is, the
 Consider creating specialized, personal content that you easier it is for people to remember who you are . And when it
can give your audience in exchange for their email comes time to hire a speaker or a new employee, your
address; this is a great way to build your email list. narrowed-down brand will be what they remember.
2. Be genuine.
A business is nothing without a personal brand behind it.  There’s an easy way to have an original personal
brand—and that is to be genuine and authentic.
However, this does not mean you must forsake your business
for your brand. Instead, it would be best to have a clear and Millennial influencer and head of marketing at Popular
purposeful strategy for the two. Demand, Monica Lin, says “People can see right through a
disingenuous act.”
Personal branding can only be successful if backed by a The more obviously a brand is a copycat, the more
strong business strategy. If your plan is weak, your brand is the audience will call out the perpetrator for it. Monica’s
already defeated before it has even begun. When you integrate personal brand experienced a huge amount of growth after she
your business and personal brands, you have a powerful began engaging with her audience more meaningfully on
branding combination that can help you reach your goals Twitter.
faster and easier.

10 Golden Rules of Personal Branding

“Be genuine. It will make it much easier to manage your underestimate how tiny inconsistencies can derail personal
personal brand on a daily basis,” - William Harris, brand effectiveness.”
Facebook ads expert at Elumynt.
Your personal brand should be an easy daily filter On the opposite, creative side, CyreneQ, a top storyteller on
that you create content and reach out to your audience with. Snapchat, suggests “something consistent either visually or
personality wise. Something unique that people can associate
Justin Wu, founder of CoinState says “Be a master with your brand and know it’s you. For example, a sidekick
of your craft, skillset or industry before starting a personal mascot or having a catchphrase you say after every video –
brand. Then your content will help amplify who you are.” something people can fall in love with.”
When initially building his personal brand, he
garnered a reputation of being an expert in his field while Her sidekick mascot, Ele, has garnered millions of
simultaneously amplifying on social media that same renown. views per Snap for brand work, allowing her fun personal
If you’re deeply skilled in one area, your reputation alone will brand to represent big box brands like Walmart and DC. So,
help you build the brand you want. whether you’re creating a wild, incredibly out-there fun
brand or one that’s a bit more on the conservative,
3. Tell a story. corporate side, consistency is key.
 If your personal brand isn’t telling a story, you’ve
already lost half of your potential audience. 5. Be ready to fail.
 Failure is tough, and all of us generally want to
Allen Gannett, chief strategy officer at Skyword and avoid it – that’s human nature. However, to have a
author of The Creative Curve explains it best:” The most personal brand that rises above the rest, you need to
effective personal branding strategy these days is to build a have a failure.
true narrative – single character monologues are boring in
Tinseltown, and even more boring for your personal brand.” Walt Disney spoke of this often when he reminisced about his
No one wants to hear you shout about your brand into failed first attempts at creating an animation brand. “I think
the social media void, so create a story around your brand that it’s important to have a good hard failure when you’re young.
your audience can engage with. Allen regularly meets and I learned a lot out of that. Because it makes you kind of aware
chats with his audience in airports around the world, further of what can happen to you.” And what can happen is never as
developing his warm and friendly personal brand. frightening as not trying at all.

One of the best ways to tell that story is through When Timothy Hoang, CEO of Stories By Tim,
written content or video. For Pelpina Trip, social video Inc. Develops his influencer clients, he likes to tell them:
strategist, this is definitely the case. Her own video channel “You’ll never achieve the best branding until you fail a couple
on LinkedIn sees some of the highest levels of engagement times while pushing past your comfort zone.” The very best
across the platform. “The most personal way to communicate brands always come from repeated trial and error, mistakes
online is with video. Simply use your smartphone to video and failures and not from instant perfection.
message your clients, make a personal connection with
prospective clients and connect with co-workers. After all, you 6. Create a positive impact.
always have your smartphone on you!”  After you’ve developed your personal brand over a
4. Be consistent. period of time, there are generally two ways to
 Being consistent is very similar to having a narrow continue to build your brand – hop over others and
focus—it’s much easier to get recognized for one burn bridges or steadily grow a community around
topic if you consistently create content and brand your brand.
voice around it.
Jacob Shwirtz, head of social partnerships at WeWork, who
“Ensure that your personal brand promise stays consistent, has worked with many of the top influencers in the world,
both online and offline,” explains Fyiona Yong, director and including makeup personality, Michelle Phan, gives us this
millennial leadership coach (ICF ACC). wisdom.

She regularly works with millennials in a corporate My quick tip on personal branding is to remember
context to help them define their more conservative work you are your brand, no matter what your current job is, what
goals. “You have to demonstrate consistency across your project you happen to be working on at any one time or
communication, gravitas, and appearance. Don’t whatever the priority happens to be today... always keep in
mind the impact you leave on others and remember all we
have is our own reputation and that’s our brand, so be As he eloquently states: “Personal branding is the
awesome to each other! story people tell about you when you’re not in the room.”
Jessie Maltin, co-host of Maltin on Movies works with her
Keeping a positive attitude and helping others will only help father, renowned film critic Leonard Maltin and has
healthily grow your brand in the long run. watched him build his career over the past several decades.
“All you have in your life is your name and the reputation you
7. Follow a successful example. garner.”

“People interested in personal branding need to start 10. Leave a legacy.

marketing themselves like the celebrities and influential  Once you’ve built your personal brand with a
people that they look up to every day,“explains Jason Wong, reputation and community behind it, the next step
CEO of Wonghaus Ventures. is to think about the legacy that you’ll leave behind.

His own personal brand has gone viral several times, What are the keywords and actions that you want to be
over subjects like ice cream in Japan, inflatable pool toys and known for?
memes, earning him the title of the “Meme King.” His Blake Jamieson, artist at Blake Jamieson LLC, who
success often comes from studying trends and popular paints pop art portraits of famous tech and sports heroes
individuals on different social media platforms and then reminds us that: “Building a personal brand is much bigger
implementing them with a twist. Creatively dissecting social than building a business. The only exit strategy is legacy.”
analytics and establishing the next big trend can be within
your grasp too, if you pay attention across all social media A personal brand is a lifelong project that constantly
platforms and not simply focus narrowly on one of them. evolves and changes. Even the experts who build or enhance
the biggest brands in the business know that there are no hard-
8. Live your brand. set rules for creating a personal brand.
 As mentioned before, one of the ways you can make
building a personal brand difficult on yourself is to
separate your brand from your personal life. While
certainly doable, it’s easier when initially creating a
personal brand to have your actual lifestyle and brand
be one and the same.

Tim Salau, community builder and founder of Mentors &

Mentees, who works with college students to help them build
brands that will get them hired, believes in this idea as well.
“Your personal brand should follow you everywhere you go.
It needs to be an authentic manifestation of who you are and
amplify what you believe.”

With this in mind, your personal brand is not only a

reflection of a series of job functions like marketing, finance
or creative but also ideals like giving back, thoughtful
leadership or mentorship.

9. Let other people tell your story.

 The best PR is by word of mouth. Creating a personal
brand in the public sphere is no exception to this rule.

Aaron Orendorff, editor in chief at Shopify Plus, tells his

personal story through lively videos and the occasional bunny
co-host or two and his audience remembers. They’re able to
recall the bright outfits and the animal friends and tie those
pieces of the story to their interpretation of his brand.