The Introduction to Personal Branding by Kimberley Barker of the University of Virginia, distributed by Coursera. Students were assigned to identify ‘Three Cornerstone Words’ to identify their brand. This report analyses the values submitted by students of this course.

A total of 61 students submitted their personal brand, who used 183 words to describe themselves. Of these words, 99 words were unique (54%).

The word cloud visualises the occurrence of all words that appear more than twice. The words honesty, creativity and integrity are the most popular values.

The high occurrence of duplication in the chosen value statements indicates a lack of uniqueness in the personal branding. The tendency to use generic personal value statements (buzzwords) in personal branding has also become apparent on LinkedIn profiles.