This weekend saw two politicians thousands of miles apart in the in the news who are recognised for one thing - believing their values and standing up for them to the point of resignation.
Robin Cooke (who died this weekend) may go down in history as arguably the greatest English politician never to have been Prime Minister - he resigned from the government on the eve of the UK's war with Iraq because he could not represent a government that comprimised his values.
Benjamin Natanyahu in Israel did a similar thing over the withdrawl from Gaza - two very opposing viewpoints - but both resigned becuase they felt that if they compromised their values they would find it hard to effectively continue what they did.
That is the basis for identifying your own values in developing your personal brand - what is it that makes you upset or even angry if you were to compromise? - Your driving values.