Personal Branding Myth #1: “Personal Branding Is All About Self-Promotion.”

by | Personal Branding for Greater Career Success

This couldn’t be further from the truth! True personal branding is not superficial. It’s more about understanding who you — and, therefore, ‘YOU™’ — are. That’s right — the Trademarked You. This is how YOU™ are like shampoo. But just like in corporate branding, no matter how much money a company spends on marketing its brands, product brands aren’t all about promotion either.

Neither corporate branding nor personal branding is about creating a facade. Any company that produces a product that doesn’t deliver on its promises has developed a very short-lived product in the marketplace.

Just as corporate branding is about zeroing in on the product’s benefits for its customers, personal branding is about zeroing in on your greatest talents, strengths, and character traits. When someone needs the perfect person for the job, they’ll know immediately that you’re the person to call upon. Why? Because you have learned how to successfully define and communicate your personal brand. Just like we all know Volvo is about safety, and Starbucks is about a rewarding coffee experience, so everyone will know exactly who YOU™ are and what YOU™ have to offer.

Self-promotion is part of the process of personal branding, but only a part. Indeed, promoting your personal brand may not be what you think! Communicating your personal brand to the people who most affect your career is essential, but it can also be subtle. You don’t have to boast about what you can offer or send self-congratulatory emails.

In fact, no one has to know you’re creating your personal brand at all. They’ll simply become more aware of the contribution you can make in the workplace. Your value will increase without anyone necessarily becoming aware that you have consciously and deliberately worked toward making that happen.

How? By simply paying attention to the five activities you do every day that help you communicate your personal brand. You won’t be marketing yourself in an obvious or intrusive way. You’ll simply become more as you make sure your Actions, Reactions, Look, Sound, and Thoughts communicate your personal brand in an unobtrusive way. Your boss, colleagues, and customers will begin to notice YOU™ more and more and will begin to count on you to deliver in the areas that you have defined for your personal brand.

What does this mean for you — and YOU™? It means that you can apply the Master the Brand called YOU™ system to create a personal brand that is absolutely right for who you truly are, without feeling like you’re promoting yourself 24/7. You can stand out at work without the discomfort of bragging or constantly blowing your own horn. True personal branding allows you to increase your profile and become known in a natural way for what you do best.

Now, that doesn’t feel like self-promotion, does it?

Happy branding, and here’s to YOU™!

Master the Brand Called You book


Are YOU™ the brand of choice in your workplace? Discover the proven leadership personal branding system to help you earn more, do more and be more at work.

Brenda Bence is sought after across six continents as a Certified Executive Leadership Coach, internationally recognized branding expert, and the author of 11 award-winning books on leadership, coaching, and branding. A Global Certified Speaking Professional, Brenda is in demand as a top-rated motivational speaker, engaging audiences around the world, both in-person and virtually.

Recognized by Thinkers50 as a World Leader in Coaching, Brenda is also consistently ranked by Global Gurus as both a Top Ten Professional Coach and a Top 10 Branding Guru.

After earning her MBA from Harvard Business School, Brenda spent the first part of her career as senior executive in Fortune 100 multinationals, building brands across dozens of countries that spanned four continents. Now, as President of her own company and with offices in both Singapore and the United States, Brenda has transformed audiences and individual coaching clients around the world to help them achieve greater success through building inspiring leadership brands – from the inside out.

Visit to learn more.

Related Articles

Pin It on Pinterest