In the 1960s, psychologist Abraham Maslow introduced his hierarchy of needs—the things a human being needs most in a sequence that builds one on top of the other. By using this hierarchy, it helps us understand the actions and motivations of others as well as ourselves. There are five levels of human needs and each must be fulfilled before the next level can be realized. Here are the five levels (in inverse order) of Maslow’s pyramid—called the hierarchy of needs:

1. Physiological needs—oxygen, water, protein, salt, sugar, calcium, and other minerals and vitamins. They also include the need to maintain a pH balance (getting too acidic or base will kill you) and temperature (98.6 or near to it). Also, there are the needs to be active, to rest, to sleep, to avoid pain, to have sex, to have enough food, water, air, shelter, and clothing.

2. Safety and security needs—once the physiological needs are taken care of, an individual becomes increasingly interested in finding safe circumstances, stability, and protection.

3. Love and belonging needs—the need for friends, a significant other, perhaps children, and affectionate relationships in general—even a sense of community. Looked at negatively, the individual reaching this level becomes increasingly susceptible to loneliness and social anxieties.

4. Esteem needs—need for the respect of others, status, fame, glory, recognition, attention, reputation, appreciation, dignity, and even dominance. As these needs are met, the individual develops self-respect, which includes feelings of confidence, competence, achievement, mastery, independence, and freedom.

5. Self-actualized needs—here’s the big deal. At one point, Maslow said as few as 2 percent of the population reach this level of being self-actualized—motivated to work at maximum potential, or as they say in the U.S. Army, to “be all you can be.” These people can differentiate what is fake and dishonest from what is real and genuine. They treat life’s difficulties as problems demanding solutions, not as personal troubles. They enjoy solitude, deeper personal relations, and autonomy. Finally, they have an acceptance of themselves and others and live life with a certain spontaneity and simplicity and with humility and respect.

It’s at this 5th level that your personal brand becomes true and genuine. It’s at this level that others perceive your personal brand as a strong differentiator because you are living your brand with clarity, consistency, and constancy—delivering your unique promise of value in everything you do. So decide now to understand what IS your PERSONAL BRAND. And email me for information on how I can be your resource as a master personal brand strategist.