Invisible to influential: the strategy behind being seen and remembered in Personal Branding

Google searches for the term “personal brand” have increased fourfold in recent years. Let that sink in. People aren’t just searching for services anymore — they’re searching for you. They’re forming opinions before you’ve even had the chance to say hello.

This surge in Personal Branding is closely tied to the growth of digital platforms, remote work, and the gig economy. These shifts have made it easier — and more necessary — for people to build a strong online presence and communicate their value.

And here’s what I know after 20+ years creating and transforming national and international Brands: before anyone reaches out to work with you, hire you, or message you, they’re probably Googling you first.

It’s what we do now. We search, scroll, and skim. In those first few seconds, people are making snap decisions: Does this person seem credible? Do I trust them? Do they feel like someone I want to work with?

That’s where your Personal Brand comes in.

When it’s clear, consistent, and genuinely reflects who you are, it gives people something to connect with immediately. It makes you feel approachable and trustworthy before you’ve said a single word. It takes the guesswork out of “what does this person actually do?” and turns curiosity into conversation.

The messy truth about careers today

The tidy, linear career path — study hard, get a job, work your way up, retire with a gold watch — is extinct.

What we have now is a jungle gym of ambition: side hustles, portfolio careers, industry hops, reinventions at 30, 40, 50, and beyond. A CV today reads more like a Spotify playlist than a neat chronological timeline.

The anchor for all this change and pivoting isn’t a job title or where you’ve worked or what business you’ve started.

It’s your Personal Brand.

And no — it’s not about adding a logo to your LinkedIn profile or writing “strategic guru” in your bio.

Your Personal Brand is the reputation you carry into every room — physical or virtual. It’s what people say about you when you aren’t in their space. It’s your values, voice, track record, and quirks. It’s your ability to cut through the noise and say:

“This is who I am and this is what I bring to the table — even if that table changes shape every few years.”

The old rules told us to stay in our lane. Today, the smarter move is to build a Brand that isn’t confined to one lane. Industries can collapse. Roles can become redundant. But if you’ve invested in a clear, authentic, visible Personal Brand, you don’t just survive change — you ride it.

People follow people, not job titles.

Your Personal Brand moves, grows and shifts as you do. It’s yours. It’s the digital version of your reputation. When we meet people online before we meet them in real life, it becomes one of your most valuable assets.

Personal Branding isn’t about showing off — it’s about showing up

A strong Personal Brand isn’t just about looking polished. It’s about showing up in a way that feels like you — and making sure that when people do find you online, they get the real story. The right story. A reason to take that next step.

Personal Branding is how people “get” you: what you’re about, what you believe in, and why they’d want to work with you or back your ideas.

No, it’s not about having a slick logo or a flawless website (though, sure, they don’t hurt). It’s more real than that. It’s about showing up in a way that feels true to you, again and again.

Whether it’s a post on LinkedIn, a conversation at a café, or how you pitch yourself in an email, it all adds up.

That’s how trust is built — not overnight, but by being deliberate about how you tell your story, share your wins and lessons, and live out your values, online and off.

Whether you’re running a business, building a career, or trying to be seen for the work you actually do, your Personal Brand is what helps you stand out. It turns introductions into opportunities, and opportunities into growth.

A strong Personal Brand builds credibility. It makes you memorable. It opens doors you didn’t even know were there. And when done well, it becomes a powerful tool for success and impact. When people understand what you’re about, they’re far more likely to connect, engage, and say yes.

That’s when things start to click.

When you get your Personal Brand working for you — in a way that actually sounds like you — that’s when people start to pay attention. It cuts through the noise, especially when everyone else is busy shouting into the void.

I call this your Brand-Essence.

A solid Personal Brand gets you noticed for the right reasons. It builds trust, fast-tracks credibility, and lets you steer the narrative instead of being defined by whatever job title you happen to have this year. Done right, it puts you in people’s heads as someone worth following — someone they want to work with, buy from, or recommend.

The 20% you see vs the 80% that makes people care

Personal Branding often gets misunderstood because Branding gets misunderstood.

A lot of people still think Branding is a pretty logo or a shiny website. But that’s what you see first. That’s just the wrapping paper.

Real Branding is what’s underneath — not just how you look, but how you show up.

Your logo and Visual Identity are 20% of the story. The other 80% — the part that actually makes people care — is your strategy.

It’s your why, values, vision, tone of voice, the promises you keep, and the way people feel after interacting with you. That’s the stuff that sticks. That’s what builds trust, loyalty, and the kind of Brand that goes the distance.

Visuals matter. They’re part of the vibe. But without substance behind them, they’re just an embellishment.

The real magic is when the inside matches the outside. That’s when your Brand becomes more than a look — it becomes something people believe in and align with.

People can see through Brands that look good on screen but lack the something special. We’re drawn to people who are consistent, genuine, and easy to believe.

When there’s proper thinking behind your Brand — real strategy, not just surface stuff — it lands differently. It doesn’t just look good. It feels right. It tells people:

“Here’s who I am. This is what I stand for.”

That’s what sticks.

A solid Brand Strategy is your compass, keeping you pointed in the direction you want to head. It keeps you grounded. It reminds you who you are, what matters to you, and how to show up in a way that’s real.

It helps you avoid winging it or reacting to whatever’s flying at you that week. You have a clear sense of direction. You know what to say yes to, and what to say no to. It’s deliberate. It oozes with your energy and voice.

It’s not about trying to be everywhere, or everything to everyone. It’s about showing up where it counts — with purpose. When you’re that clear, people notice. You stand out, make smarter moves, and stop second-guessing every decision.

That’s the edge: a Brand built on something solid.

A simple framework to build a Personal Brand with real impact

Here’s a framework I use to help people build a Personal Brand that’s clear, credible, and built for long-term influence:

1) Articulate your winning aspiration (Vision)

Get clear on the impact you want to make. Think beyond internal goals. Who do you serve, and how does your mission bring value to them? Great Brands align purpose with service and communicate that purpose with clarity and passion.

2) Define your target market

Identify the specific people or organisations you want to reach. Demographics alone aren’t enough. Understand their desires, challenges, fears and frustrations. What’s keeping them up at night? What are the costs of not solving their problem? When you understand these emotional drivers, you connect more powerfully and position yourself as the solution.

3) Interpret the value chain

Map out how your product or service creates value from beginning to end. For products, think from design and sourcing to production, marketing and delivery. For services, it’s your expertise and how you help clients reach goals. Understanding the chain helps you improve efficiency, reduce costs, strengthen experience, and sharpen your offer.

4) Discover your competitive advantage

What sets you apart? Speed, innovation, depth, personal connection, outcomes, method — your advantage is what allows you to command higher value and outperform others. Define it clearly and deliver it consistently.

5) Promote your value proposition

Communicate the benefits and outcomes you offer in a way that’s specific, pain-focused, and unique. Answer: What problem do you solve? Why does it matter? Why choose you? A compelling value proposition grabs attention and keeps your audience coming back.

6) Build customer channels and marketing strategy

Reach your audience through multiple touchpoints, online and offline. Make it easy for people to connect and say yes. Create an experience that feels smooth, human, and trustworthy.

If you want to go from invisible to influential …

Don’t start with design.

Start with what matters: your story, values, and voice.

Start from the inside out, with strategy.

That’s where real influence begins.

Ultimately, Brand Strategy isn’t just a background plan. It’s the key to sustainable growth, deep influence, and long-term success.

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