Your Personal Brand is Your Professional Currency - What Does Yours Say About You?

I’ll be honest—I’ve never been a huge fan of the phrase “personal brand.” It always felt a bit… inauthentic. But whether we like it or not, how we show up in the professional world shapes how others perceive us - and that perception matters.

The term has been around since 1997 when Tom Peters coined it in The Brand Called You. He argued that standing out in your career isn’t just about skills - it’s about managing your reputation with intention. Over the years, I’ve seen just how powerful this concept can be - not as a corporate buzzword, but as a career accelerator.

The First Time I Truly Understood Personal Brand

A senior executive at Tesco once told me:

“Every day is an interview. How you pitch up, what you say and do (or don’t do), tells the world who you are and what you stand for.”

That stuck with me. It made me realise that our personal brand isn’t just about what we put on LinkedIn - it’s built in the everyday moments. The conversations we have, the way we approach challenges, the values we demonstrate - all of these shape how people see us and, ultimately, the opportunities that come our way.

So, how do we build a strong, authentic personal brand? I’ve found that it comes down to five core elements:

?? Clarity – What do you stand for?

?? Credibility – Why should people trust you?

?? Visibility – Are you noticed by the right people (for the right reasons)?

?? Consistency – How do you show up, day after day?

?? Connection – Are you building meaningful professional relationships?

Let’s unpack each of these and see how they work together to strengthen your brand.

1?? Clarity: What Do You Stand For?

If you don’t define your personal brand, others will do it for you. Clarity is about knowing what you bring to the table and how you want to be perceived.

Ask yourself:

? What are my core values and strengths?

? What kind of impact do I want to make?

? When people think of me, what should come to mind?

For example, if your long-term goal is to increase renewable energy adoption in Africa, does your professional presence reflect that? Do you speak at energy conferences? Are you sharing insights on industry innovations? Clarity allows you to align your actions with your ambitions.

?? Practical Tip: Define three key themes that you want to be known for. Make sure your work, conversations, and online presence reflect them consistently.

2?? Credibility: Why Should People Trust You?

Trust is the foundation of a strong personal brand. It’s built through expertise, consistency, and proof of impact. If people don’t know what you do (or why you’re good at it), how can they advocate for you?

?? Show your work—highlight projects, insights, and contributions.

?? Own your voice—share authentic stories and experiences.

?? Make it easy for people to recommend you—be visible for the right things.

I recently heard a powerful story: A senior consultant in professional services was technically brilliant, but colleagues felt like they didn’t really know him. After some coaching, he decided to be more open - sharing more of himself at work, being more visible. Within a year, he was promoted. When people feel like they truly know you, trust follows—and so do opportunities.

?? Practical Tip: Share what you’re working on - internally with your colleagues and externally where relevant. People can’t help or promote you if they don’t know what you’re aiming for.

3?? Visibility: Are You Noticed by the Right People?

Having a strong personal brand is pointless if no one knows about it. Visibility is about making sure the right people see your expertise and contributions.

Many professionals assume “if I do good work, people will notice.” But in reality, visibility is intentional. It’s about:

? Being in the right rooms—networking, contributing to key discussions.

? Speaking up—whether in meetings, industry events, or online.

? Strategically building your network—connecting with decision-makers.

When I work with coaching clients, we start with a network audit. Who do they need to know? Who do they need to reconnect with? Expanding your visibility isn’t about shouting the loudest—it’s about being seen in the right places, by the right people.

?? Practical Tip: Identify three people in your industry or company that you’d benefit from knowing better. Reach out, reconnect, or engage with their work.

4?? Consistency: How Do You Show Up?

A strong brand is predictable in the best way. People know what to expect from you - whether it’s the way you communicate, the insights you share, or your professional presence. For example:

?? If you’re serious about a career in ESG (Environmental, Social & Governance), does your daily behaviour reflect that? Do you bring a reusable coffee cup or walk in every morning with a disposable one? Small details matter.

?? If you want to be known as a great leader, are you mentoring others? Or are you just saying you value leadership?

?? Practical Tip: Define 2-3 behaviors that align with your career goals. Show up consistently and reinforce them in your daily interactions.

5?? Connection: Are You Building Relationships?

Your personal brand isn’t just about you - it’s about how you engage with others. The strongest brands aren’t built in isolation.

? Who advocates for you?

? Are you growing and maintaining key professional relationships?

? Do you add value to others before asking for support?

Jeff Bezos once said:

“Your brand is what people say about you, when you’re not in the room.”

?? Practical Tip: Keep your network warm. Whether it’s a quick catch-up coffee, sending an interesting article, or checking in after a meeting—small actions keep relationships strong.

Final Thought: Your Personal Brand is Already Speaking—Make Sure It’s Saying the Right Thing

A strong personal brand isn’t just about being visible—it’s about being impactful. When built with clarity, credibility, visibility, consistency, and connection, it becomes your most powerful career asset.

??Which of the five elements (Clarity, Credibility, Visibility, Consistency, Connection) do you focus on most? Which one do you want to strengthen?

Wishing you health and success

Annette

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I post about career development and learning at work. Follow Annette Minihan to add more learning to your LinkedIn feed