Knowing and setting your moral compass is one of the key foundation pieces for building and developing your personal brand. One way to address this is to complete a Values Exercise, its like setting your GPS for your career and life.
Getting really clear on your values helps you to address times when an opportunity arises and it is so in line with your values that it becomes second nature and you excel at the task and become recognised for it. Alternatively if it is going to compromise or effect a value, or you are asked to do something for someone that does not feel right then you can stop yourself early from heading down that path.
Defining your values will help you better manage your career and set you up for more success.