Personal Branding: Crafting your path to success by Dr Jonathan Chang


This guide to self-discovery and authentic brand building equips readers with the tools to define their personal mission, navigate challenges, and align actions with core values. Blending visionary ideas, actionable strategies, and real-world examples, the book emphasizes authenticity, consistency, and purpose-driven living. It encourages individuals to break free from limiting beliefs, reframe their narratives, and take ownership of their personal and professional journeys.


Beyond personal growth, the book explores how intentional branding enhances leadership, mentorship, and community impact. By developing a clear sense of self and communicating it effectively, individuals can forge meaningful connections, inspire others, and create a ripple effect of positive influence. Designed as a roadmap for those seeking to live with intention and lead with heart, this resource provides both guidance and motivation to build a legacy that reflects one’s true essence.


With a mix of reflection exercises, strategic insights, and compelling storytelling, this guide not only helps readers cultivate a strong personal brand but also empowers them to navigate an ever-changing world with confidence and clarity. Whether pursuing professional success, social impact, or personal fulfillment, it offers the tools to shape a life of authenticity and purpose.

“… a step-by-step guide to finding purpose and living intentionally, …”

Dr Beth Fisher-Yoshida (Columbia University)

“… equipping business students with tools for authentic branding and values-driven decisions.”

Dr Alan Chen (Cheung Kong Graduate School of Business)

“ … a unique blueprint for personal development and leadership built on values … .”

Malminderjit Singh (Singapore Leaders Network)

Dr Jonathan Chang is the founding CEO of HeritageSG, leading innovative museum and heritage initiatives in Singapore.

Formerly CEO of Fintopia Indonesia, Dr Chang has held leadership roles at Shopify, Google, Singapore Management University and National University of Singapore.

A global speaker, entrepreneur, and award-winning researcher, Dr Chang holds degrees from UC Berkeley, Harvard, Stanford and University of Pennsylvania.

Dr Jonathan Chang

© Copyright Dr Jonathan Chang 2025. All rights reserved.