Personal branding isn’t just for influencers or CEOs—it’s for every woman who wants to take control of her narrative, career, and personal journey. In a world that often tells us how we should show up, there’s immense power in discovering and owning who you are. Your personal brand is your story, your values, your expertise, and the unique qualities that make you… you.
For me, personal branding has been a journey of learning to balance the expectations placed on me with the authentic version of myself I wanted to show to the world. It’s not about being perfect or “on” all the time—it’s about aligning your values, strengths, and presence in a way that feels true to who you are.
Let’s talk about how to cut through the noise, uncover your unique brand, and use it to live and work more authentically. Here’s how you can discover and craft your personal brand to stand out without losing yourself in the process.
1. What Is Personal Branding and Why Does It Matter?
Personal branding is the process of defining and sharing your unique identity. It’s not just about titles or accomplishments—it’s about the impression you leave on others and how you represent your values, skills, and expertise.
Why it matters: A strong personal brand helps you stand out in a crowded field. Whether you’re climbing the corporate ladder, running your own business, or switching careers, personal branding helps you define what sets you apart. It builds trust, attracts opportunities, and establishes a connection with others.
Take Oprah Winfrey, for example. Her brand is built on vulnerability, empathy, and self-empowerment. She rose from humble beginnings to become a media mogul, but it’s her authenticity, deep connection with people, and openness about her personal struggles that form the foundation of her brand. That’s why people trust her and resonate with her story.
When I first started building my brand, I struggled with how to be seen in a male-dominated industry. I didn’t want to seem “too much” or like I was conforming. So, I asked myself: What makes me different, and how do I want to communicate that in my career and life? This gave me clarity, and I started leaning into my strengths unapologetically.
2. The Myth of Perfection vs. The Power of Authenticity
Society often pushes women to conform to certain ideals of success or “perfection,” but this is a trap. Authenticity is what connects people to your brand. Embracing your quirks, your unique strengths, and even your flaws makes you relatable and memorable.
Example: Brené Brown built a personal brand rooted in vulnerability and the courage to embrace imperfection. She started by openly sharing her own struggles with shame and perfectionism, and in doing so, tapped into universal feelings that women everywhere could relate to. Brown’s message? Being imperfect is powerful, and it’s what makes you truly authentic.
For me, I’ve always struggled with trying to fit the mold of “the perfect professional.” I thought I had to be polished and poised at all times, particularly in male-dominated environments. But over time, I realized that pretending to be something I wasn’t just left me feeling exhausted and disconnected. It was only when I started embracing my direct, unapologetic communication style and my neurodivergent traits that I felt more aligned with myself. This approach allowed me to show up as I truly am—strong, logical, and confident—and that’s when I really started seeing success.
If we’re always chasing perfection, we end up hiding the parts of us that make us unique. Your brand should embrace your realness—the good, the quirky, and even the awkward!
3. Steps to Discover Your Unique Personal Brand
Step 1: Self-Reflection – What Makes You, You?
The foundation of your personal brand is understanding who you are and what you stand for. Start by identifying your core values, passions, and natural strengths.
Exercise: Ask yourself:
• What am I passionate about?
• What unique skills or qualities do others compliment me on?
• What do I want to be known for?
Example: Reese Witherspoon knew she wanted her brand to focus on empowering women’s voices, so she launched her production company, Hello Sunshine, to tell women’s stories. She identified that she was passionate about the representation of women in media and storytelling, and built her brand around this.
Tip for discovery: Write down three things you’re passionate about and three strengths that come naturally to you. These are the core elements of your brand.
When I did this exercise, I realized that my ability to connect, build meaningful relationships, and cut through the noise to focus on what matters were strengths. Those became cornerstones of my brand.
Step 2: Embrace Your Story
Your story is part of your personal brand—both the wins and the setbacks. When I look back, I see that the challenges I’ve faced (like being a neurodivergent bisexual woman in a male-dominated corporate setting) shaped my approach to leadership and work. Those challenges aren’t weaknesses—they’re part of what makes me resilient and real.
Exercise: Reflect on a defining moment in your life or career. How did it shape your values? Your story is your brand’s backbone.
Example: Sheryl Sandberg’s brand, which promotes women in leadership and work-life balance, stems from her experience of being a top executive at Facebook while navigating personal loss. She openly shared her struggles after the death of her husband, and this vulnerability added depth to her already well-established brand.
Step 3: Identify Your Unique Value
This step is about clearly articulating what makes you different. I struggled with this at first because I wasn’t sure how to communicate my value without feeling boastful. Then I reframed it: My value proposition is simply what I do best. It’s how I solve problems and make people’s lives better.
Exercise: Write a short sentence that summarizes your unique value. Think of it as your personal elevator pitch. For me, it’s “I build people-first solutions and foster genuine connections by embracing authenticity in leadership.”
Example: Jameela Jamil built her brand by taking a stand against body shaming in media. Her brand’s value proposition is centered around being unapologetically outspoken about issues like body positivity and mental health.
Step 4: Align with Your Audience
For a long time, I felt like I had to mold myself to fit into certain rooms. But the more I leaned into my true self, the more I started attracting the right opportunities and people who aligned with my values.
Your audience—whether it’s colleagues, clients, or an online community—will connect more deeply with you when you’re authentic.
Tip: Rather than trying to appeal to everyone, focus on the people who share your interests and values.
Example: Michelle Obama’s personal brand is built on authenticity, inclusiveness, and inspiration. She connects with people who value kindness, resilience, and leadership with a purpose.
Step 5: Be Consistent in Your Messaging
Your brand isn’t just what you say—it’s how you live, how you show up, and how others experience you. Make sure that your personal brand is reflected in everything you do, from your interactions with colleagues to your online presence.
Personal branding is about consistency. When I realized I wanted my brand to communicate authenticity, leadership, and compassion, I worked on ensuring those values came across in everything I did—from how I engaged with my team to what I shared on social media.
Tip: Review your LinkedIn profile, social media accounts, and any public-facing materials to ensure they all communicate your authentic brand.
4. Discovering Brands You Identify With to Refine Yours
Before you can refine your brand, it’s important to look at brands you already admire. Who do you follow online? Whose career path do you find inspiring? What values or messages resonate with you when you think of them?
Exercise: Brand Discovery Journal
• List three women whose personal brands you admire.
• Write down what you like about each one. Is it their transparency? Their leadership style? Their advocacy for a cause?
• Reflect on how these values align with yours and how they might influence your personal brand.
Example:
• Mindy Kaling: Known for her witty, bold, and fearless approach to writing and comedy. Mindy’s brand is about creating content that represents diversity while being unapologetically herself.
• Serena Williams: A brand built on strength, perseverance, and breaking boundaries. She stands for empowerment and resilience, making her a role model for women across industries.
• Ruth Bader Ginsburg: Built a brand centered on justice, integrity, and advocacy for women’s rights. Her legacy is proof that standing by your values creates an enduring brand.
By understanding which brands resonate with you, you’ll gain clarity on how to shape your own.
5. Breaking the Mold: Branding as a Woman in Male-Dominated Spaces
Women in male-dominated industries often face additional challenges when defining their personal brands. To break through, it’s crucial to stand firm in your identity and communicate your strengths confidently.
As a woman in male-dominated spaces, I’ve faced moments where I questioned whether I belonged. Growing up surrounded by men—two brothers, all-boy cousins, and a couple of taunting uncles for good measure—I learned early on that many men were stuck in their own mediocrity, and they were often intimidated by my intellect, analytical thinking, and verbal communication skills. Their teasing and taunting didn’t break me; it sharpened me. I realized how much it infuriated them when I was simply right.
My leadership style grew from these experiences. I developed a no-nonsense approach, grounded in logic and clear communication, with a “sorry not sorry” attitude. I realized early on that their discomfort wasn’t my problem, and I wasn’t going to dim my light to make them comfortable. That has carried into my career and shaped the unapologetic edge of my personal brand.
Tip: Don’t be afraid to be bold and take up space. Your perspective is valuable, and your unique voice is what will differentiate you from others.
Example: Ursula Burns, the first Black woman to lead a Fortune 500 company (Xerox), crafted her brand around being a decisive and fearless leader. Despite being in a male-dominated field, her brand was rooted in authenticity and a deep sense of purpose, proving that staying true to yourself is the key to standing out.
6. How Your Outward Appearance Reflects Your Brand
Whether we like it or not, appearance plays a significant role in how we’re perceived. While personal branding is about who you are at your core—your values, strengths, and expertise—how you present yourself outwardly often forms the first impression others have of you. The goal isn’t to conform to societal expectations, but rather to ensure that your appearance aligns with the authentic brand you’re building.
Your Brand Shouldn’t Feel Like a Mask—It Should Feel Like a Second Skin
Your personal brand should feel like a natural extension of who you are. I know firsthand what it feels like to wear clothes that feel alien to who I am. As a neurodivergent bisexual woman, I hate frills, lacy textures, and tight seams—they make me feel distracted and uncomfortable. My style needed to reflect me—someone who could run to catch a train, squat to pick up my kids, and stand confidently in the boardroom.
Your appearance should make you feel comfortable and confident. When you’re true to yourself, you won’t feel like you’re wearing a mask—you’ll feel like you’re showing up as you.
Embrace Your Unique Style
Style is a powerful form of self-expression. Your clothes, accessories, hair, and makeup choices are an opportunity to visually communicate your personality and values. Instead of trying to fit into a particular mold, embrace a style that reflects your authentic self.
Exercise:
• Look at your wardrobe. Do your clothes reflect how you want to be perceived?
• Ask yourself: Do I feel confident and at ease in what I wear? Could I comfortably move, work, or lead without distraction?
Tip: If you’re trying to create a professional but approachable brand, you might want to opt for clean, structured outfits with soft colors or minimal accessories. If your brand is more creative and bold, experiment with vibrant colors, prints, or statement pieces that reflect that personality.
BONUS TIP: Dress in a way that aligns with how you want to feel. If your clothes feel like they’re holding you back or distracting you, reconsider them. Your style should support your confidence, not take away from it.
Example: Tracee Ellis Ross is known for her vibrant, bold style, which perfectly complements her personal brand of being outspoken, confident, and unapologetically
herself. She uses fashion as an extension of her voice, showing how you can marry personal style with the essence of your brand.
Confidence and Comfort Go Hand-in-Hand
When your outward appearance is aligned with your authentic brand, it boosts your confidence and helps others see you the way you want to be seen. The key is comfort— if you’re not comfortable in your clothing or appearance, that discomfort will translate into how you carry yourself.
Example: Arianna Huffington, whose personal brand revolves around well-being and work-life balance, transitioned her wardrobe from traditional power suits to more relaxed, comfortable attire. This shift reflects her brand’s message of embracing wellness and sustainability, showing that comfort and confidence can go hand-in-hand with professional success.
Evolving Your Visual Brand
Just as your personal brand evolves, so too can your appearance. You may go through phases where you experiment with different styles or find yourself drawn to new ways of expressing your identity visually. That’s okay! As you grow and change, your outward presentation can evolve to reflect that growth.
Example: Michelle Obama’s style evolution from her time as First Lady to her post White House career demonstrates how visual branding can adapt. She went from a more formal, polished look to slightly more relaxed, expressive outfits while still maintaining her brand of elegance, confidence, and approachability.
7. The Evolution of Your Brand
Your personal brand isn’t static—it evolves as you do. As you grow in your career and personal life, your brand may shift to reflect new experiences, interests, and goals. Embrace this evolution as part of your growth.
Tip: Revisit your brand regularly to ensure it still reflects who you are. You don’t have to stay locked into one version of your brand; allow it to adapt as you embrace new roles, challenges, and interests.
Conclusion: Your Brand, Your Rules
Your personal brand is your power. It’s not about fitting into someone else’s expectations—it’s about showing up as your authentic self. Your brand is yours to define, so make sure it’s one you can wear comfortably every day—like a second skin, not a mask. Own it, live it, and let it evolve with you.