Building, Owning, and Rocking Your Personal Brand
Let’s start with a truth that’s hard to ignore: you are your brand. Whether you’re actively shaping it or letting it form on its own, your personal brand is already out there. The good news? You have the power to control, refine, and use it to open doors you didn’t even know existed.
When I think about personal branding, I think about authenticity. It’s not about curating a perfect image or following trends just to stay relevant. It’s about showcasing who you are, what you stand for, and how you add value in a way that feels real and sustainable. A strong personal brand doesn’t just help you stand out — it enables you to connect, inspire, and create opportunities that align with your goals.
Here’s how to craft a personal brand that’s true to you and sets you apart.
What Is a Personal Brand? (Hint: It’s More Than Your LinkedIn Bio)
Personal branding is how you present yourself to the world. It’s the intersection of your skills, experiences, and values. It’s what people say about you when you’re not in the room, what your online presence communicates, and how others perceive your expertise and character.
It’s important to remember that a personal brand isn’t just about your career. It’s about the whole picture — your story, your passions, and the unique lens through which you view the world. It’s your personality, tone, and the value you bring to others.
Your personal brand is independent of your current employer or role. While your job may be a reflection of your skills and expertise, your brand transcends that. The consistent thread ties together your values, vision, and how you want to show up — regardless of where you work or what you do. A strong personal brand ensures that people associate you with the value you bring, no matter where your career takes you, not just the title you hold. This independence is what makes your brand a powerful, lasting asset.
I focus on highlighting my experience in fintech sales and advisory, my passion for financial wellness, and my belief in advocating for women in tech and business. But it’s also about authenticity. I want my posts, articles, and interactions to reflect me as someone who’s professional but approachable, strategic but relatable.
Why Does Personal Branding Matter?
If you’re wondering, Why bother with personal branding? Let me tell you — it’s not optional anymore. Here’s why it matters:
It Builds Trust and Credibility. When people know who you are and what you stand for, they’re more likely to trust you. A solid personal brand signals confidence and consistency.
It Sets You Apart. We’re all operating in crowded spaces, whether you’re in fintech, consulting, or sales. A clear and compelling personal brand helps you rise above the noise.
It Attracts Opportunities. Your personal brand is like a magnet — it draws the right people, opportunities, and partnerships your way. Whether it’s a job, a client, or a speaking gig, your brand does the heavy lifting.
It’s Future-Proof. Your job title may change, but your personal brand stays with you. Think of it as your professional “north star,” guiding your career moves and keeping you aligned with your goals.
The following steps will help you get started:
Step 1: Start with Your Story
Every personal brand starts with a story — your story. Take some time to reflect on these questions:
What are your core values?
What experiences have shaped you?
What are you passionate about, both personally and professionally?
What unique skills or perspectives do you bring to the table?
My story is rooted in my career journey, which spans over 15 years in financial services and fintech. Having been on both sides of the table, I have bought fintech solutions as part of financial institutions and sold them as a vendor. I bring a unique perspective. But my brand is also personal. I’m Latina, an advocate for financial wellness and a believer in lifting up others, especially women, in tech and business.
Your story is your anchor. It’s what makes your brand authentic and relatable.
Step 2: Define Your Niche and Audience
A strong personal brand isn’t about being everything to everyone — it’s about owning your niche. Ask yourself:
What do you want to be known for?
Who is your target audience?
For example, my niche is fintech sales and strategy, with a focus on empowering financial institutions and startups. My audience includes fintech professionals, startup founders, and women in tech and business. By defining this niche, I can tailor my content and conversations to add value where it matters most.
Remember, your audience wants to see your expertise, but they also want to see you. Let your personality shine through.
Step 3: Build Your Online Presence
Your online presence is the gateway to your personal brand. Here’s how to get started:
Optimize Your LinkedIn Profile. Your LinkedIn is your digital handshake. Make sure your profile reflects your personal brand with a clear headline, a compelling summary, and a professional (but approachable) photo. Use your experience section to highlight not just what you’ve done but why it matters.
Share Thoughtful Content. Share content that aligns with your brand, whether it’s LinkedIn posts, articles, or tweets. Write about your expertise, share lessons learned, or comment on industry trends. Pro tip: Make your content sound like you. Your audience wants to connect with a real person, not a robot.
Engage with Your Network. Building a brand is a collaborative effort. Comment on posts, join conversations and support others in your industry. The more you engage, the more organically your brand grows.
Step 4: Stay Consistent
Personal branding isn’t a one-and-done exercise; it’s a continuous process. The key to building a strong brand is consistency. This doesn’t mean you have to post every day, but your message, tone, and values should always align.
For me, that means showing up authentically on LinkedIn. I write about fintech, sales strategy, financial wellness, and my journey as a Latina in tech. But I also make room for personal things, like sharing how walking my dog Coco helps me reset during busy days. It’s about finding that balance between personal and professional.
Step 5: Leverage Your Brand for Growth
Once you’ve built your brand, use it to your advantage. Here are a few ways to leverage your personal brand:
Expand Your Network. Your brand opens doors, connect with people who inspire you and align with your goals.
Attract Opportunities. Whether it’s job offers, partnerships, or speaking engagements, a strong brand puts you on people’s radar.
Support Others. Use your platform to advocate for causes you care about, mentor others, and share resources.
My personal brand has been a key driver in launching Maven Advisory. It’s also helped me secure board positions, advisory roles, and a strong network of allies who inspire me every day.
Step 6: Overcome Imposter Syndrome
Building a personal brand means putting yourself out there, and that can be intimidating. Imposter syndrome might creep in, making you doubt your value or question whether you’re “good enough” to share your expertise.
Your experiences, insights, and perspective are valuable. No one else has your unique story. When imposter syndrome hits, remind yourself that your brand isn’t about being perfect — it’s about being real.
Step 7: Measure Your Impact
How do you know if your personal brand is working? Here are a few ways to measure impact:
Are you receiving more opportunities (job offers, collaborations, speaking engagements)?
Is your network growing with meaningful connections?
Are people engaging with your content?
Personal branding isn’t about vanity metrics; it’s about building relationships and creating value. If you’re doing that, you’re on the right track.
Your Brand, Your Power
Your personal brand is one of your most valuable assets. It’s how you differentiate yourself, build trust, and create opportunities that align with your goals. But more than that, it’s a reflection of you — your story, your values, and your vision.
Building a personal brand takes time, but it’s worth the effort. Start small, stay consistent, and don’t be afraid to show the world who you are. Your unique voice is your superpower — use it to make an impact.
Now, over to you: What’s your personal brand, and how are you shaping it? I’d love to hear your tips and stories. Let’s keep the conversation going.