The secret to building your personal brand
When most people start thinking about their personal brand, they make it about image. They focus on crafting a persona or getting others to think a certain way about them.
This is a mistake. It feels inauthentic. You’ll hate doing it, and it likely won’t resonate with others.
That’s because your personal brand isn’t about creating an image—it’s about knowing who you are and telling others about it.
It’s about being grounded in your successes and unshakeable in what you know to be true about yourself.
Instead of projecting a future impression, it’s about telling the truth of where you’ve been and the value you’ve already created.
It’s not as complicated as you think.
When you’re grounded in your story, you don’t have to spend energy “promoting” yourself.
As Judge Judy famously says, “if you tell the truth, you don’t have to have a good memory.”
The same is true for your personal brand. When you represent yourself accurately and showcase all that you’ve accomplished, you don’t need an elaborate story or “brand.”
This approach is so freeing because it takes the focus off of you needing to “prove” yourself.
You can then spend your energy focusing on others’ needs and how you can help them. And that’s how you’ll land business.
This is a humble exercise, at the end of the day.
Hot News Gets Hotter
“Hot news gets hotter, and cold news gets colder.” This is one of my husband’s favorite sayings.
He sees this all the time when hiring. A lukewarm interview starts as, “It was okay. I still have some questions.” Then it becomes, “They didn’t answer the questions well,” and finally, “They’re not a good fit.”
On the other hand, a great interview turns into, “This person was amazing!” Then it’s, “We’re really excited about them,” and soon, “We have to hire them!”
It’s like a game of telephone. Lukewarm impressions cool with every retelling, while hot ones gain momentum. When you own your value and tell your story with confidence, your news gets hotter—and so do your opportunities.
So, how do you create hot news?
It starts by connecting deeply and authentically with the body of work you’ve already created.
Whether you’ve led teams, launched projects, or simply shown up as a reliable professional for years, you have a story worth telling.
Here’s how to ground yourself in your value:
Make an Inventory
Write down your career milestones. Go back as far as you can. List every step – even the hard ones or the ones that didn’t turn out the way you hoped. Your list should be LONG – like 40 line items, long. Think of past positions, projects, etc. Everything is fair game.Notice your inner dialogue
Pay attention to how you relate to your milestones. Do you have an empowered relationship with them, or are you downplaying your achievements and using them as a weapon against yourself?
For example, let’s say you got into an Ivy League school as a recruited athlete (like I did). Do you tell yourself, “I don’t belong here,” or do you decide, “I’m here because of my grit and determination”?
The way you frame your story matters. Shifting from a disempowered narrative to an empowered one allows you to fully own your accomplishments and the qualities that got you there. It’s not about exaggerating—it’s about seeing the truth of your success and letting it strengthen your confidence.Focus on Facts
Your story doesn’t need embellishment. It needs clarity. Share the reality of what you’ve done with pride and simplicity. This is your hot news. Go tell it.
When you’re grounded in your value, you’re no longer focused on proving yourself. You’re focused on serving others.
This energy is magnetic—it makes you more compelling in interviews, client meetings, and every interaction.
This is how you’ll create a compelling brand that authentically showcases who you are and what you’re capable of.
Your story is yours to tell. Make sure it’s hot news—the kind that gets people talking, sharing, and saying, “We need to work with them.”
Own it. Share it. Watch the momentum build.
Chris
PS – for more on this topic, listen to my newest podcast episode here!
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