I recently had a wonderful conversation on my Handpicked podcast with an inspiring woman who built a stellar career in the corporate world before taking the leap to found her own business. We were discussing the path to success, and it brought me back to a term we hear everywhere these days: personal branding.
To be honest, I think the term has become overcomplicated. We're told to think about our brand as if we're a product on a supermarket shelf—obsessing over logos, colour palettes, and the sheer quantity of our social media followers.
In my opinion, that’s missing the point entirely.
For me, it’s much simpler. Your personal brand is your reputation. It’s the answer to two fundamental questions:
- What are you known for?
- What can people count on you for?
That’s it. It’s not about the volume of your noise, but the quality of your signal. It’s built not in grand gestures, but in the sum of your everyday actions and interactions. A powerful reputation isn’t manufactured in a marketing meeting; it’s forged over time through authenticity and consistency.
So, how do you intentionally build a reputation that opens doors and attracts opportunities? Here are a few straightforward steps to consider.
1. Start with the 'You' in Your Brand (The Foundation of Authenticity)
Before you can communicate what you stand for, you have to be crystal clear on it yourself. The most powerful reputations are built on a foundation of authenticity, because people can spot a fake a mile away. Take the time for some honest self-reflection. What are your non-negotiable core values? What is the unique expertise you bring to the table? What are you genuinely passionate about? Don’t try to be a curated, perfect version of someone else. Your most powerful asset is being unapologetically you.
2. Build Your Reputation Through Action, Not Adjectives
You can’t just decide you want to be known as “innovative” or “reliable.” You have to prove it, consistently, over time. Your reputation is built on what you do, not what you say you do. If you want to be known as a thought leader, don’t just put it in your bio—generously share your expertise. Write articles, speak on panels, help colleagues solve problems. Let your actions and your contributions define your reputation for you. That is how people learn what they can truly count on you for.
3. Focus on Quality Conversations, Not Just Quantity of Connections
In the world of social media, it’s easy to get caught up in the vanity metrics of followers and likes. But a thousand passive followers are worth less than ten meaningful professional relationships. Networking isn't about collecting contacts; it's about building genuine connections. Focus on the quality of your interactions. When you meet someone, be present. Listen more than you speak. Ask thoughtful questions. A strong reputation is built one real conversation at a time.
4. Curate Your Digital Front Door
Like it or not, the first interaction someone has with you today is likely to be online. When a potential employer, client, or business partner hears your name, what’s the first thing they do? They Google you. That search result is your new digital front door. Take control of that first impression. Google yourself and see what comes up. Ensure your LinkedIn profile is professional and up-to-date, and yes, invest in a professional headshot. It signals that you take yourself and your career seriously.
5. Do What You Say You're Going to Do (The Gold Standard of Reputation)
Of all the elements that make up a strong reputation, this might be the most simple—and the most powerful. Your word is the currency of trust. In a world of noise and empty promises, the person who can be consistently counted on is invaluable. This means you should not give your word lightly. Before you say ‘yes’ to a project, a deadline, or a favour, think carefully. Can you actually deliver on that promise? It is far better to under-promise and over-deliver than the other way around. Being known as the person who always follows through is the gold standard of a great reputation. It is the ultimate proof that you are who you say you are.
I would like to think that I am not known for what I wear (which of course is often red) but what I say, do and inspire.
Building a powerful reputation is a marathon, not a sprint. It’s the sum of every email you send, every meeting you lead, and every promise you keep. It is the single most valuable asset in your career.
All the people in these images have been incredibly impactful in their work and I feel so fortunate to know them and to work with them. Great leaders!
Start today. Your reputation is being built in everything you do.
