CHAPTER 1: THE PSUnians
Our personalities
 PSU PRESIDENT: DR. ELBERT M. GALAS
 9 Campuses of PSU System
 6 Independent College PSU Lingayen
 PSU STUDENT HANDBOOK: location of the
duties and responsibilities of PSUnians.
PSU MISSION: The Pangasinan State University shall
provide a human-centric, resilient, and sustainable academic
environment to produce dynamic, responsive, and future ready
individuals capable of meeting the requirements of the local
and global communities and industries.
PSU VISION: To be a leading industry-driven State
University in the ASEAN region by 2030.
NEW STRATEGIC GOALS
SG1: Industry-Focused and Innovation-Based Student
Learning and Development
SG2: Responsive and Sustainable Research, Community
Extension, and Innovative Programs
SG3: Effective and Efficient Governance and Financial
Management
SG4: High-Performing and Engaged Human Resource
SG5: Strategic and Functional Internationalization Program
PSU CORE VALUES Accountability and Transparency
Credibility and Integrity
Competence and Commitment to Achieve
Excellence in Service Delivery
Social and Environmental Responsiveness
Spirituality
PSU QUALITY POLICY
The Pangasinan State University shall be
Recognised as an ASEAN premier state
University that provides quality education
And satisfactory service delivery through
Instruction, research, extension, and
Production.
We commit our expertise and resources
To produce professionals who meet the
Expectations of the industry and
Other interested parties in the national
And international community.
We shall continuously improve our
Operations in response to the
Changing environment and in support
Of the institution’s strategic direction.
CHAPTER 2: The Study of Personality
PERSONALITY- it’s who we are.
determine how we act and react, as well as how we interact
with and respond to the world.
 Personality is how people affect others and how they
understand and view themselves
 How people affect others depends primarily on their
external appearance (height, weight, facial features, color,
and other physical aspects) and traits.
1. Parents
2. Friends
3. Genetics
4. Work
5. Culture
6. Environment
PERSONALITY - derived from the Latin word ‘persona’
meaning ‘mask’.
 The relatively stable feelings, thoughts, and behavioral
patterns a person has.
 If personality is stable, does this mean that it does not
change? It does. Changes occur.
 Enduring patterns of perceiving, relating to, and thinking
about the environment and oneself, and are exhibited in a
wide range of important social and personality context.
Personality Development
 Converting negative to positive personalities, acquiring
new, improving what you already have.
 An improvement in all spheres of an individual’s life, be
it with friends, in the office or in any other environment.
IMPORTANCE:
 Personality development grooms an individual and helps
him make a mark of his/her own. (Help us to be unique.
Sometimes, we wear mask in order to fit in the
society/peers.)
 Personality development goes a long way in reducing
stress and conflicts.
 Personality development helps you develop a positive
attitude in life.
Understanding Today’s Generation
What shapes our PERSONALITY?
 Gen X
 Gen Y
 Gen Z
 Alpha
How do we understand Today’s Generation?
1. Today’s generation is a product of several factors that
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
changes hence; each generation is also a product of
these changes.
SHAPING OF PERSONALITY
 GENETIC INFLUENCES - The early appearance of
such characteristics suggests that they are determined in
part by genetic factors and are inherited from the parents.
 ENVIRONMENTAL INFLUENCES - Most
psychological theories of development assume that forces
acting early in life have more influence in shaping our
personalities than do later.
 CULTURAL INFLUENCES - Western culture is
independent, self-assertive and motivated to achieve.
Non-Western culture is the interdependence of persons
with others in the community. Children are encouraged to
be part of functioning community
GENETICS
 Research shows that reliable differences can be observed
among infants beginning at about 3 months of age.
 Such characteristics are activity level, attention span,
adaptability to changes in the environment & general
mood.
 Such mood related personality characteristics, called
temperament, are building blocks for the individual's later
personality.
Types Of Child Rearing Practices. / Individual (child)
Personality
1. Authoritative - Increase level of control, warmth & able to
use 2-way communication.
2. Authoritarian - Competent & capable individual BUT
might lack spontaneity & social withdrawal.
3. Indulgent - Accepting, responsive, have a positive mood
BUT too much indulgent will create immature individuals,
lack of impulse control, lack of social responsibility & self-
reliance.
4. Neglecting - Neurotic, abuse substances.
 01 Child differ from one another in the degree to which
they form secure attachments to their primary caregivers
in the 1st year of life.
 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 &
to be social leaders among their peers. In contrast,
children who are less securely attached at the end of their
first year are more easily. frustrated, are more dependent
on adults and tend to be socially withdrawn.
 03 The failure to form secure attachments in the early
years has been related to an inability to develop close
personal relationships in adulthood.
PARENTS in non- Western culture punish wrong behaviours
& do not explicitly praise or reward good behaviour.
1. Western culture
 independent
 self-assertive
 motivated to achieve
2. Non-Western culture
 Interdependence of persons with others in
the community
 Children are encouraged to be part of
functioning community
Basic PERSONALITY Traits “Big Five” - OCEAN
The English vocabulary contains nearly 20,000 trait terms. But
there is a lot of redundancy among them (sociable, outgoing).
Decades of research on similarities between traits have yielded
five clusters:
 Openness
 Conscientiousness
 Extroversion
 Agreeableness
 Neuroticism
These tendencies mix in different proportions to create
different personalities.
1. OPENNESS- The degree to which a person is curious,
original, intellectual, creative, and open to new ideas.
 People high in openness are highly motivated to learn
new skills, and they do well in training settings. They also
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
and to build relationships, which leads to quicker
adjustment to the new job.
2. CONSCIENTIOUSNESS- The degree to which a person
is organised, systematic, punctual, achievement oriented,
and dependable.
 Conscientiousness is the one personality trait that
uniformly predicts how high a person’s performance will
be, across a variety of occupations and jobs.
 In addition to their high performance, conscientious
people have higher levels of motivation to perform, lower
levels of turnover, lower levels of absenteeism, and higher
levels of safety performance at work.
3. EXTROVERSION- The degree to which a person is
outgoing, talkative, and sociable, and enjoys being in
social situations.
 Extraverts do well in social situations, and as a result they
tend to be effective in job interviews. They have an easier
time than introverts when adjusting to a new job. They
actively seek information and feedback, and build
effective relationships, which helps with their
adjustment.
4. AGREEABLENESS- The degree to which a person is
nice, tolerant, sensitive, trusting, kind, and warm.
 People who are high in agreeableness are likeable people
who get along with others. Not surprisingly, agreeable
people help others at work consistently, and this helping
behaviour is not dependent on being in a good mood.
They are also less likely to retaliate when other people
treat them unfairly.
5. NEUROTICISM- The degree to which a person is
anxious, irritable, aggressive, temperamental, and moody.
 These people have a tendency to have emotional
adjustment problems and experience stress and depression
on a habitual basis. People very high in neuroticism
experience a number of problems at work.
What Is Personal Branding?
 Personal branding is the process of creating a brand
identity for a person or a company. As the name
suggests, this is a brand for you or your business.
 Personal branding is not just about marketing but about
being your marketer. It is about standing for yourself and
your business to command respect and confidence from
your peers and customers. The word “branding” can
have a negative connotation when used in the context of
businesses.
However, applying the correct principles and strategies will
help you create a brand identity for your business and help you
stand out from your competition.
Why Is Personal Branding Important?
In an era where people’s attention spans are getting
shorter by the minute, the need to make an impression is more
important than ever. And the best way to do this is by creating
a solid and memorable brand identity.
4 Reasons for Personal Branding
1. Helps One Stand Out from The Crowd
 A personal brand results from what others think
and say about you when you’re not in the room. It
is your reputation, and it can make or break your
career.
So, why is personal branding so important?
 For starters, it helps you stand out from the crowd. In a
world where everyone has a degree, employers are
looking for candidates with something extra that makes
them unique.
 By developing a solid personal brand, you can make
yourself the one they remember. In addition, personal
branding can help you command a higher salary.
 It starts with knowing who you are and what you want
to be known for.
2. Leads to Opportunity
 A personal brand is the unique combination of skills
and experiences that make you who you are. It’s
what makes you unique and sets you apart from
everyone else.
 By developing a personal brand, you’re giving yourself a
competitive advantage. People will remember you and
your brand when they look for someone with your
particular skills and expertise.
 In addition, a strong personal brand can lead to new
opportunities. When people see that you’re an expert in
your field, they’ll be more likely to give you opportunities
to collaborate or work on new projects.
3. Your Audience Will Trust You More
 Personal branding is the process of creating an
identity for yourself as an individual or business.
This involves developing a well-defined and
consistent look, message, and presence online and
offline.
 There are many psychology-based reasons why you
might want to work on your personal brand.
 For one thing, it can help you build trust with your
audience. When people feel like they know who you are
and what you stand for, they’re more likely to trust you.
 They know what to expect from you and that you’re an
authority in your field. Finally, personal branding can
help you attract opportunities.
4. People Will Always Screen You Online
 With social media and Google, it’s easy for anyone to
find out information about you with just a few clicks.
As a result, it’s essential to be aware of how you are
presented online.
 Personal branding can help you control the narrative
about yourself and introduce yourself in the best light
possible. It’s also a way to stand out from the
competition.
 In a world where everyone has a website and an online
presence, personal branding can help you make yours
stand out from the rest.
 Personal branding can also help you build trust with
potential customers and clients. Therefore, personal
branding is essential for anyone who wants to succeed in
today’s digital world.
How To Get Started Developing Your Brand
 One good place to start is by cleaning up your social
media accounts. You can control what your reputation is
online.
 Use your website not only to build your brand but to add
value to your audience. This is your platform to
showcase your skills and experience, and also to share
valuable advice with your audience.
 Create a logo and theme for yourself, and keep it
consistent throughout all your social media profiles.
 Publish compelling content that will draw in your
audience and keep them coming back for more because
your content adds value to their lives.
 Consider creating specialized, personal content that you
can give your audience in exchange for their email
address; this is a great way to build your email list.
A business is nothing without a personal brand behind it.
However, this does not mean you must forsake your business
for your brand. Instead, it would be best to have a clear and
purposeful strategy for the two.
Personal branding can only be successful if backed by a
strong business strategy. If your plan is weak, your brand is
already defeated before it has even begun. When you integrate
your business and personal brands, you have a powerful
branding combination that can help you reach your goals
faster and easier.
10 Golden Rules of Personal Branding
One of the easiest ways to get lost in the process is to
not know where to start. Even Oprah Winfrey began by
going through several style iterations on a small local show
before defining her voice into one of the most influential
personal brands in the world.
In both our look-at-me cultural shift and evolving job
market, it’s both helpful and necessary to stand out when
applying for a job or starting your own company. A personal
brand is for (almost) everyone.
1. Have a focus.
 “Too many people are unfocused when it comes to
press and coverage, trying to be “everything to
everyone.” Decide what your key message is and
stick to it,” says Cooper Harris, founder and CEO
of Klickly.
Her personal brand has undergone a dramatic shift—from
working actress to respected tech entrepreneur and she has
handled this shift by only focusing on one message at a time.
Keeping your message focused for your target demographic
will make it that much easier to both create content around
your personal brand and have others define you.
In fact, Adam Smiley Poswolsky, millennial workplace
expert and author of The Breakthrough Speaker, takes it one
step further when he’s advising speakers: “Carve a niche, and
then carve a niche within your niche. The best personal
brands are very specific.”
And Juan Felipe Campos, VP of tech and partner at
Manos Accelerator, goes one step further to focus on
communities that he targets with his large-scale clients. “Keep
your message and content consistent to one niche topic to
become memorable within a targeted community.”
The narrower and more focused your brand is, the
easier it is for people to remember who you are . And when it
comes time to hire a speaker or a new employee, your
narrowed-down brand will be what they remember.
2. Be genuine.
 There’s an easy way to have an original personal
brand—and that is to be genuine and authentic.
Millennial influencer and head of marketing at Popular
Demand, Monica Lin, says “People can see right through a
disingenuous act.”
The more obviously a brand is a copycat, the more
the audience will call out the perpetrator for it. Monica’s
personal brand experienced a huge amount of growth after she
began engaging with her audience more meaningfully on
Twitter.
“Be genuine. It will make it much easier to manage your
personal brand on a daily basis,” - William Harris,
Facebook ads expert at Elumynt.
Your personal brand should be an easy daily filter
that you create content and reach out to your audience with.
Justin Wu, founder of CoinState says “Be a master
of your craft, skillset or industry before starting a personal
brand. Then your content will help amplify who you are.”
When initially building his personal brand, he
garnered a reputation of being an expert in his field while
simultaneously amplifying on social media that same renown.
If you’re deeply skilled in one area, your reputation alone will
help you build the brand you want.
3. Tell a story.
 If your personal brand isn’t telling a story, you’ve
already lost half of your potential audience.
Allen Gannett, chief strategy officer at Skyword and
author of The Creative Curve explains it best:” The most
effective personal branding strategy these days is to build a
true narrative – single character monologues are boring in
Tinseltown, and even more boring for your personal brand.”
No one wants to hear you shout about your brand into
the social media void, so create a story around your brand that
your audience can engage with. Allen regularly meets and
chats with his audience in airports around the world, further
developing his warm and friendly personal brand.
One of the best ways to tell that story is through
written content or video. For Pelpina Trip, social video
strategist, this is definitely the case. Her own video channel
on LinkedIn sees some of the highest levels of engagement
across the platform. “The most personal way to communicate
online is with video. Simply use your smartphone to video
message your clients, make a personal connection with
prospective clients and connect with co-workers. After all, you
always have your smartphone on you!”
4. Be consistent.
 Being consistent is very similar to having a narrow
focus—it’s much easier to get recognized for one
topic if you consistently create content and brand
voice around it.
“Ensure that your personal brand promise stays consistent,
both online and offline,” explains Fyiona Yong, director and
millennial leadership coach (ICF ACC).
She regularly works with millennials in a corporate
context to help them define their more conservative work
goals. “You have to demonstrate consistency across your
communication, gravitas, and appearance. Don’t
underestimate how tiny inconsistencies can derail personal
brand effectiveness.”
On the opposite, creative side, CyreneQ, a top storyteller on
Snapchat, suggests “something consistent either visually or
personality wise. Something unique that people can associate
with your brand and know it’s you. For example, a sidekick
mascot or having a catchphrase you say after every video –
something people can fall in love with.”
Her sidekick mascot, Ele, has garnered millions of
views per Snap for brand work, allowing her fun personal
brand to represent big box brands like Walmart and DC. So,
whether you’re creating a wild, incredibly out-there fun
brand or one that’s a bit more on the conservative,
corporate side, consistency is key.
5. Be ready to fail.
 Failure is tough, and all of us generally want to
avoid it – that’s human nature. However, to have a
personal brand that rises above the rest, you need to
have a failure.
Walt Disney spoke of this often when he reminisced about his
failed first attempts at creating an animation brand. “I think
it’s important to have a good hard failure when you’re young.
I learned a lot out of that. Because it makes you kind of aware
of what can happen to you.” And what can happen is never as
frightening as not trying at all.
When Timothy Hoang, CEO of Stories By Tim,
Inc. Develops his influencer clients, he likes to tell them:
“You’ll never achieve the best branding until you fail a couple
times while pushing past your comfort zone.” The very best
brands always come from repeated trial and error, mistakes
and failures and not from instant perfection.
6. Create a positive impact.
 After you’ve developed your personal brand over a
period of time, there are generally two ways to
continue to build your brand – hop over others and
burn bridges or steadily grow a community around
your brand.
Jacob Shwirtz, head of social partnerships at WeWork, who
has worked with many of the top influencers in the world,
including makeup personality, Michelle Phan, gives us this
wisdom.
My quick tip on personal branding is to remember
you are your brand, no matter what your current job is, what
project you happen to be working on at any one time or
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
awesome to each other!
Keeping a positive attitude and helping others will only help
healthily grow your brand in the long run.
7. Follow a successful example.
As he eloquently states: “Personal branding is the
story people tell about you when you’re not in the room.”
Jessie Maltin, co-host of Maltin on Movies works with her
father, renowned film critic Leonard Maltin and has
watched him build his career over the past several decades.
“All you have in your life is your name and the reputation you
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.