The branding problem with the “personal brand”

A personal brand isn’t about shameless self-promotion—it’s an opportunity to share your values with the world.

Photo by Felicia Buitenwerf on Unsplash

“Personal brand” has a branding problem. As more people become attuned to—and demonstrate—their own personal brand, the widespread misperception has emerged that an individual’s personal brand is all about ego and self-promotion. But I don’t think that’s true.

Let’s take a step back and consider what a personal brand is: It’s the amplification of what you care about and what you value. It’s the “you” you project into the world. It's about using your voice and your expertise to do something better in society—whether you’re all about promoting human sustainability 🙋‍♀️, rescuing stray cats, or advocating for veganism. And while social media has certainly amplified the concept of the personal brand, we all had personal brands before social media existed. Heck, even having no brand is a brand. 

In the increasingly digital world we live and work in, I think it's important for individuals to intentionally shape what they want their brand to represent. Intentionality is what makes a personal brand successful and strong. People will have a perspective of who you are no matter what—don’t you want to influence that perspective, to be known for what you care about? Or do you want to leave it to others?

And being intentional about building a personal brand takes a lot of work: There has to be substance, and thought leadership, and a POV. It isn’t so much about advancing you as a person, it’s more about advancing what you stand for, and amplifying the conversation around the values you represent. It’s a way of aligning the outside you with the inside you.

With all of this said, I recognize that part of the problem may be the terminology itself. “Personal brand” is an inexact way to explain what we are talking about. We are humans, not merchandise, and using language associated with services and goods feels sort of wrong. What we’re ultimately talking about not only helps us discover and connect with our own values, but it also serves to inspire others who may face similar challenges. It’s about being vulnerable and sharing stories, which fosters human connection. And I think that’s something to celebrate and hype!

I think by now you know my personal brand. I’m incredibly intentional in sharing the values I stand for, the causes I fight for, and the products and services and people that enrich my life. Social media helps me stay connected to others who share my perspective, and also to those who can teach me something new. When I post my POV on social platforms I get almost immediate global feedback—and I can use that to either validate or evolve that POV. As someone who values well-being and human sustainability, there is nothing better than engaging with other humans so that I can learn, evolve, and grow.

Whether you’re trying to build your personal brand from infancy, or revising the one you already have, here are some questions everyone should be asking themselves (beyond the obvious, what’s important to you?) when it comes to their personal brand:

What brings you joy?

What are your strengths?

What do you want to be known for?

What challenges have you overcome?

What makes you unique?

What do you want to fix for the next generation?

How do you want to connect with other people?

How do you want to make other people feel?

…and brands I like to hype! 😉

📘 What I’m rereading: Aliza Licht’s book, On Brand, is the type of book you read once from cover to cover, then keep nearby so you can jump back in whenever you want to be reminded of her excellent advice and wisdom for building your brand and shaping your personal narrative.

🍫 What I’m eating: Dark Salted Burnt Caramel chocolate from Alter Eco satisfies my craving for a sweet treat that treads lightly on the planet. The company makes snacks from organic ingredients, grown and harvested by fair-trade farmers, and comes in recyclable or compostable packaging.

🎧 What I’m listening to: I am so excited to hype Erin Gallagher’s Hype Women podcast, launching this month! Like Erin, and her empowerment network Ella, the podcast will celebrate women changing culture, because as Erin says, “Individually, we can make a breeze. But, together, we create a *her*icane.” 🌀

🙋🏾‍♀️ What I’m joining: MBAChic is an incredible community of MBAs and other professionals, filled with advice, career resources, and connection for women in C-suite and leadership roles and those looking to get there.

🧻 What I’m buying: If you thought your toilet paper worked hard, wait till you hear the amazing things Who Gives a Crap toilet paper does. One: This company was founded with the idea of building toilets and improving sanitation in the developing world (which in turn helps save lives)—and they donate 50% of all profits to that cause. Two: They offer both 100% bamboo and 100% recycled toilet paper, and carbon-neutral shipping. Three: They package the rolls in colorfully designed paper—not shrink-wrapped plastic—that can be reused or recycled.