Authenticity Over Aesthetics: The Future of Personal Branding
Your personal brand is not a logo. It’s not your LinkedIn headline or how pretty your Instagram grid looks. It’s your energy. It’s your presence. It’s the way people feel when you walk into a room, virtual or otherwise. And in this AI-saturated, hustle glorified world, we are craving something real.
We don’t need more content. We need more connection. We’re in an era where people are exhausted by the fake. They’re longing to see someone who’s willing to show up as their truest self, flaws and all. And when you do that, when you choose to step into your fullest expression and intentionally build your personal brand rooted in your unique story, skills, and purpose, you don’t just get noticed by your colleagues and friends. You get seen by the people who will support your career growth and make dreams happen with you.
Your personal brand isn’t about breaking rules, it’s about bringing intention to how you show up at work, at the conference, at the softball field, online… everywhere. When you’re clear on your value, message, and vision, you don’t have to shout to be heard. Through intentional presence, consistency, and contribution, you’ll become known for your subject matter expertise and create a career you truly love.
How to Build Your Personal Brand in 4 Easy Steps
There’s a reason the “perfect feed” is out. Perfection doesn’t connect with real people and people are craving authenticity! Your personal brand is not about becoming someone new. It’s about becoming more of who you already are and trusting in your talents and unique perspectives. Holding onto your values, following through with what you say, and showing up consistently will create unfathomable opportunities in your life.
The most magnetic, successful people I know are the ones who’ve done the inner work to own their story and are who they say they are. They’re not yelling for attention. They’re grounded in purpose and authenticity. And that energy? It attracts.
The Four Foundations of a Brand That Actually WERKS
While I was at Gartner, I was asked to talk about personal branding to our organization because I was doing such a good job advocating for my team and company and didn’t even realize it. In a moment of inspiration, I came up with the WERK Your Brand framework that has now become the foundation for our company and my public speaking. WERKing your personal brand is about understanding your top skills, knowing your audience, strategically differentiating yourself, and connecting your passion to your purpose. Here’s how you WERK it:
💜 W- Witness Your Strengths
Your personal brand starts with your skills. These are your hard skills, the things you know how to do well. I completely understand that it can be hard to see those clearly on your own. That’s why I always recommend asking 10 people (friends, colleagues, clients) what they think your superpowers are. Ask them what they would come to you for. And to be extra clear, this is not soft skills like resiliency or fast learner – those are amazing and part of the story, but not what people are going to hire you for.
💜 E – Embrace Your Edge
What makes you different is your edge. It’s what gives you credibility that no one else can claim. This could be your lived experience from childhood, specific parts of your career path, degrees, certifications, awards and accolades. For example, I bring corporate and entrepreneurial experience, B2B and B2C marketing and tech, BBA and MBA, all together in one brand. When you know what makes you different, you can position yourself clearly and confidently in ANY space.
💜 R – Recognize Your Audience
You have to know who your audience is to understand how to connect. This is the most important part of marketing, and it’s no different for your personal brand. Think about who can relate to your background and experience. For me, it’s corporate executives, marketing professionals, business owners, women ages 18-65, entrepreneurs, and parents. These are my people because we have many shared experiences and can relate to each other. When you understand your specific audience and gear your message to them, your brand becomes a bridge to opportunity, not a billboard.
💜 K – Know Your Purpose
This is the fire behind your brand. Fire is what gives you energy, what lights you up, and what makes you feel purposeful. Identify what you truly care about because that’s what creates a connection to your audience and internal alignment to what you do. For me, it’s inspiring professionals to find their voice and share it with confidence because every single voice matters and can make a difference., When you bring your passion into your work and personal brand, people feel and remember it.
You Can Lead and Still Be You
Let’s talk to my employed professionals…the amazing VPs, Directors and VPs, itching to make something more out of their careers at a company but worried about looking unprofessional or getting in trouble. Here’s what I’ve learned: your “professional self” and your real self aren’t meant to live in separate bodies. You don’t need to burn it all down to show up more fully. But you do need to ask yourself:
-
-
- What am I holding back that could serve my team and customers in supportive ways?
- How can I weave my passions and story into the company’s story?
- What’s making me uncomfortable about sharing my voice authentically: my imposter syndrome or company rules?
-
My tried-and-true Microsoftee and Women In Tech Network friends.
A powerful personal brand has an enormously positive impact for your employer’s brand and your customer relationships. There’s always a way to be professional and still you. Now is the time to show up in a big way… don’t delay it any longer.
Build a Career That Reflects Your Truth
When your brand reflects who you truly are and how you want to contribute, your career becomes more than a series of titles or roles. It becomes a mission. You stop just working jobs. You start building a legacy.
I know this firsthand. I made the leap from Microsoft and Gartner into entrepreneurship not because I was trying to escape corporate life but because I wanted to run toward who I really am. I wanted the freedom to express my voice without constraints. Without people saying, ‘don’t say that’ or ‘you can’t show up that way.’ That just didn’t feel good for me.
A fully aligned personal brand doesn’t just lead you away from something, it can bring you right back, this time on your terms. A few weeks ago, I stood on stage at the Ultimate Partner Experience Live event hosted by Microsoft and Vince Menzione, and it was a wild experience. It was the first time I was back at Microsoft since 2019, and I wasn’t an employee. Nearly ten years ago, I was deep in the partner marketing trenches, and now I stood as a business owner and panelist leading with vision and vulnerability. That’s the power of personal brand alignment. Life can come full circle!
Elated to be on the panel at #UPX, I haven’t been here since 2019!
Being back at Microsoft reminded me that when you build your brand with intention every single day – whether you work for yourself or someone else – unimaginable opportunities are possible. You don’t need to worry about your career because you know that just by being you, following through and showing up, doors will open, and people will have your back.
And I get it, if you’re inside a corporate environment, this can feel tricky. There’s pressure to perform, to conform, to play the role instead of just being who you are. But I promise you: you can build a brand that honors your gifts and still thrives within the structure. You can be the person people come to for clarity, perspective, and leadership, even inside the most structured organizations.
Because when your personal brand is aligned, you don’t have to over-explain or oversell. You just show up and people feel the difference.
Here’s what I always come back to when building a brand that feels like me:
✅ Ask your circle what makes you special
✅ Know who needs your voice, not just who you want to impress
✅ Get clear on your lived experience and how it adds value
✅ Let passion guide the direction, not just performance
✅ Use LinkedIn as your playground, not your résumé
✅ Create content even when it feels imperfect
Because guess what? Your audience doesn’t need perfection. They need you.
You don’t have to shout to be heard. You just have to show up with consistency and clarity. Your brand is not what you post. It’s how you live. And when you’re in alignment, opportunity starts chasing you. Not because you’re louder. But because you’re real.
So, stop waiting for permission. Stop thinking you need to become something more. You’re already the brand. Now show the world what that really means. Tag me in a post. Start the conversation. Be bold. Be intentional. Let’s build the kind of brand that leaves a legacy.
💜ICYMI: How to Build Rich Relationships That Actually Convert
A few weeks ago, I went live with the brilliant publicity and marketing strategist Selena Soo, and it was one for the books. Selena has helped thousands of entrepreneurs and thought leaders get featured on platforms like Oprah, Forbes, Goal Digger, and The Drew Barrymore Show. She’s also the author of the new book Rich Relationships, and someone I deeply respect for the way she leads with service over spotlight.
In our conversation, we broke down:
✅ How to build high-integrity relationships that lead to real business growth
✅ The difference between shallow visibility and lasting thought leadership
✅ How to leverage media and publicity without selling your soul
If you’re looking to build a brand rooted in connection, credibility, and aligned impact—this replay is a must-watch.
👉 Catch the full interview and grab the first 4 chapters of Selena’s book here 📖
Because real relationships don’t just change your business, they change your life.