In a recent Growth Roundtable session, I had the privilege of connecting with Catlin O’Shaughnessy Coffrin, Founder and CEO of Captivating Consulting.

Our focus? A topic that may make you cringe: how to brand yourself. 

Personal branding matters. It’s not really about showing off, even though a bad personal brand can feel that way. Cat shared the secret to personal branding, and helped articulate what it’s really all about.

The discussion was illuminating, brimming with actionable advice about how to brand yourself to achieve your goals (whatever they might be). Personal branding is particularly important for startup founders and entrepreneurs. At the early stages of business, your customers are buying because they trust you. Your personal brand can set you apart; it’s a powerful tool that gives you confidence, and helps others see why they should care about you and your business.

Decoding Personal Branding

You may be wondering, what exactly is personal branding? Cat and I set out to answer this loaded question, and agreed that it has very little to do with trying to be the next celebrity influencer, as sometimes misconstrued. 

Your  personal brand is simply the story you tell the world about yourself.

To do this, you need to  what matters to you, what’s important in your narrative, and take control of how you're perceived by the world. It’s answering the question, "How do I show up?"

A good personal brand is fundamentally authentic; it’s rooted in you, your values, your perspectives, and your priorities.

The 'Why' Factor: Anchoring in Authenticity 

All good personal brands have one thing in common: they’re authentic. And that comes from knowing your “why.” Your narrative will only really resonate - and serve to attract the right people and opportunities - if it’s authentic.

“I look at my 10-year-old daughter as the pinnacle of self-knowledge. There's a lot of truth in who we were at the most unfiltered version of our lives that shapes who we are today.” 

- Cat O’Shaughnessy Coffrin

So how can you do this? Cat’s answer (and one I agree with) is journaling. We tend to get farther and farther away from ourselves as we get older. To get back, you might need to start a more active dialogue with yourself, and journaling is a great way to do that. 

With the right thought starters (Cat has a few on her website), you can get clear on what you’re all about. Look for patterns. These can show you your why. 

At this stage, don’t worry about wordsmithing. (After all, these statements evolve all the time.) You’re just looking to highlight a few concepts and phrases that feel true to you.

Unlocking Insights: Harnessing the Power of Your Network

While it’s your job to get to know yourself and discover your ‘why’, you may want to lean on your network to help you gain some more insight. Cat offers a brilliant strategy for seeking input from your connections. 

Try this: Ask 3-5 trusted individuals who you’ve worked with these three questions:

1. Can you describe my superpower? 

2. What is it like to work with me? 

3. What do you wish I celebrated more about myself?

In asking these questions, you can shed light on areas that your own biases might obscure. Embrace the wisdom of those around you and let their perspectives inform your personal brand where you may have blind spots!

Meeting the Universe Halfway

“Getting lucky” in business and in life doesn’t often happen by chance alone. You need to take action to set yourself up to encounter the right opportunities.

 You have a personal brand that is unique to you, equipping you with thoughts and ideas that are all your own (even if you don’t know what that is yet). 

If you never share them with the world, you miss out on the opportunity for serendipity; whether it be a new client who resonates with your philosophies, an employer who appreciates your perspectives, or a potential investor who is inspired by your unique stance on an industry debate. By authentically sharing your voice, you invite opportunities that resonate with your mission. 

“This is the moment you're going to get over yourself and you're going to start to have a lot more fun.”

Attention Introverts: Building Your Personal Brand Doesn’t Require Social Media

If the thought of putting yourself out there on social media fills you with dread, don’t worry, there are other ways to convey your personal brand. 

Personal branding can be communicated by the energy you bring into the room (or Zoom room) through everyday interactions. The way you connect with others, whether online or in person, and the lasting impression you leave behind conveys your brand. 

Cultivating Connections for ROI

Ultimately, personal branding isn’t just about expressing your values—it’s a gateway to organic lead generation. You never know who may be compelled to reach out to you based on your unique voice. 

So, if you’re ready to unlock the potential of your personal brand, remember: embrace authenticity, cultivate vulnerability, and connect with intention. 

Your brand isn’t just about you—it’s a catalyst for meaningful connections and impactful outcomes.

Cultivating an effective personal brand can be impactful to your organization's growth, especially early on. Cat and I are available to support you in reaching your goals. If you're interested in exploring how we can do that, book a free exploratory call today.