Your Brand, Your Way: Two Paths to Build a Personal Brand
As HR professionals, we’re often the first to champion personal branding - for candidates, for executives, for that high-potential employee who just discovered LinkedIn. But when it comes to ourselves? Cue the existential shrug.
Do you build your brand around who you are now - your lived experiences, values, and hard-won wisdom?
Or do you build it around who you’re becoming - the visionary leader you’re growing into?
The answer? Yes. To both.
Each approach has its own purpose, perks, and pitfalls. Here’s how they work - and how to use both to build a brand that’s as grounded as it is aspirational.
Path 1: The Inside-Out Brand: Start with who you are now. What you’ve earned. What you’ve lived. What others instinctively trust you with.
Your purpose: What 2-3 core values that guide how you lead others and make decisions?
Your strengths: What are the natural talents you bring to the table that others find difficult?
Your superpower: What do people always come to you for, especially when it’s not technically your job?
This kind of brand builds trust. It shows that you’re not just enforcing policy, you’re leading people. But there’s a catch: if you stay too long in the comfort zone of the past you, your brand can start to feel like a greatest hits album…in a world asking for your next track.
Path 2: TheOutside-In Brand: Now let’s talk about the future you - the version of yourself you’re actively becoming. Ask yourself:
What do you want to be known for a year from now?
What would your dream boss or ideal client say about you in a glowing intro?
What skills, credentials, or moments of visibility would help make that true?
This approach is bolder, it’s forward-facing. It helps others see you not just as valuable now, but as vital to what’s next. Just make sure you’re not chasing an image that burns you out or boxes you in.
The Sweet Spot? Brand From Both Ends
The most magnetic personal brands aren’t fixed - they’re in motion. They’re rooted in authenticity and aimed at growth. They honor the path behind you while clearing space for the leader you’re becoming.
So stop treating your brand like a static resume. It’s a living narrative. One that gets stronger every time you show up with clarity, courage, and a little strategic swagger.
Because let’s be honest: you’re not here to play small. You’re here to make an impact. And your brand should walk in the room before you do.