Branding Yourself Successfully

In order to craft an effective personal brand—one that supports you in achieving your goals—it needs to authentically present you in a way that’s enticing to your audience and distinctive from your competition.

Whether you have your sights set on achieving a promotion, landing a new client or more speaking gigs, a strategic personal brand can be a lever of influence to help you achieve your goals.

What do you want to be known for?

"Your brand is what other people say about you when you're not in the room." - Jeff Bezos

Too often, when personal brands are brainstormed and developed, the process is solely “you” focused. But creating a personal brand that represents only YOUR passion or YOUR talent or YOUR offerings misses the point.

To craft an effective personal brand, it’s vital to also:

  • Consider the perspective, needs and preferences of the audience or decision-makers you have to influence in order to achieve your goals.

  • Research your competition so that you can choose to showcase what makes you unique in a way that’s memorable.

The incredible thing about a personal brand is that it can be almost anything. You could be known for being funny, having great hair, or being an expert at coding blockchain solutions.

But it’s important to ask the question, is your personal brand—as it currently stands—truly helping you achieve the goal you want to achieve?

If so, by all means, keep on your current path.

If not, it’s probably time to be more strategic with your personal brand.

Strategically positioning your personal brand

Many years before Aenslee Tanner, our founder, started Personal Brand Agency, she experienced her own missed opportunity.

Not only did she not get a promotion she thought she would be ideal for, she was shocked when she was told the reason why the promotion wasn’t extended to her.

At the time, Aenslee worked as a management consultant and often worked off-site with her clients most of the week.

While her clients certainly appreciated her diligent support, as a way to connect and engage with her consulting colleagues, on Fridays she would invite the team into the office for afternoon tea and share baked goods she had prepared for them the night before. 

She was confident her work ethic, reputation for reliability, being a team player and putting in long hours would represent her effectively to the decision-makers who would determine who would get the promotion.

But once all of the business cases for promotion had been reviewed by the firm’s managing partners, her boss sat her down and told her, “Aenslee, the partners at this firm want to promote a future partner, not the team mom.”

She was stunned to learn that she was perceived as a “team mom” thanks to her baked goods and Friday goodwill with the team.

This wasn’t the perception she wanted to cultivate, and, most importantly, it was not useful in helping her achieve the goal of earning a promotion at that firm.

When Aenslee took what she learned from that experience to apply for a promotion at another management consulting firm—positioning herself in a way that showcased how she was ideally suited to the role—she was awarded the position AND offered a 40% higher salary.

(Important side lesson: people are willing to pay a premium for things they really want and think are perfect for them.)

Whether you’re feeling stuck in your career (not getting promoted or hired after interviews) or you’re not attracting as many clients as you’d like (or maybe you’re not attracting the RIGHT clients) to your business, a more strategic personal brand can get you on the road to results.


We’ve created a step-by-step guide that outlines the exact steps we take to strategically position our clients' personal brands.

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