Your personal brand isn’t manufactured—it’s discovered. It’s already there, hidden in plain sight.
When colleagues describe you after leaving the room, they reveal your brand. Not the one you wish you had. Not the one on your LinkedIn profile. The real one.
This gap—between how we see ourselves and how others experience us—creates blind spots—dangerous ones.
Some leaders build brands around technical brilliance while ignoring their team-crushing communication style. Others cultivate warmth but miss how their conflict avoidance erodes trust. The friendly executive doesn’t realize her reputation for missing deadlines overshadows her creativity.
The paradox: your most significant strength often houses your biggest blind spot. The very thing that got you here might prevent you from getting there.
Personal brands work best when authentic. Trying to be someone you’re not creates cognitive dissonance that others detect instantly. The market has a remarkable radar for inconsistency.
But authenticity without awareness is just unconscious behavior on display.
Find three people who will tell you the truth. Not what you want to hear, but what you need to hear. Ask them to describe your impact, not your intentions.
Then lean in. The discomfort you feel is your growth edge.
Your personal brand isn’t something you create. It’s something you uncover, refine, and live into.
The leaders who make lasting impact aren’t just aware of their brand—they’re aware of their blind spots.
