Ever feel like “building a brand” is just a fancy way of saying “curate a personality”? I get it. For years, I struggled with this advice, worried it meant crafting a polished, marketable version of myself instead of being… well, me.
But here’s the truth: You already have a brand. It’s not something you create from scratch—it’s how others experience you every day. In every interaction, whether you’re crushing it in a meeting or fumbling with coffee in the elevator, your brand is alive and well.
The real question isn’t whether you have a brand. It’s whether you’re being intentional about it.
Step One: Who Are You, Really?
Let’s start with some self-reflection. Think about who you are when you’re at your best—your most relaxed, confident, and authentic self. That version of you is your core. Now contrast that with the version of yourself that shows up when you’re stressed, anxious, or trying too hard to impress.
Authentic branding isn’t about erasing those moments where we stumble. It’s about understanding them and striving to show up as that best version of ourselves more consistently.
For me, creating VITAE wasn’t meant to be a business acronym. It was a reminder of what I value and how I want to show up every day. By being clear on my values of Vulnerability, Integrity, Transparency, Authenticity, and Empathy, it reminds me of what the “best me” looks like. That way, there’s never a question of how I want to show up or where to look for opportunities when it isn’t my best.
Ask yourself:
- What values define me?
- How do I want people to feel after interacting with me?
- Who do I aspire to be in every room I enter?
Step Two: Be Intentional and Consistent
Your brand is not your LinkedIn bio or Instagram feed—it’s how people perceive you in everyday interactions. Authenticity comes from aligning your values with your actions. If kindness is your thing, show it even on tough days. If curiosity drives you, let it shine in every conversation.
Remember, authenticity doesn’t mean perfection. It means being real—even when that means admitting mistakes or showing vulnerability.
When I’m stressed, my world gets really small and I’m sorely tempted to be less empathetic. Knowing this helps me reach out to my trusted friends and advisors. They can help me reframe the situation or remind me of where others are coming from. This helps me stay centered in that best version of me. It’s not about being someone else, but allowing the best parts of me to consistently show up.
Step Three: Let Go of the Fear
Here’s the hard truth: Not everyone will vibe with your authentic self—and that’s okay. If they choose not to experience you the same way, as Mel Robbins says, “Let them.” Being true to yourself will attract the right people and opportunities while filtering out those who don’t align with your values.
This is the hardest step for me. As someone with AuDHD (Autistic + ADHD), I’m very aware of and sensitive to rejection and criticism. Not because I think I’m infallible, but because I’ve spent my life feeling like I’m out of step with others or I don’t belong.
Allowing myself to get caught up in my fears causes me to forget a simple premise. Other people’s opinions of me are not my business. If I’m showing up true to my values, and someone thinks that’s not good enough for them? Okay. They aren’t my people. I have to remind myself that I shouldn’t have to contort myself to fit into spaces that are meant for me.
Leadership Challenge: Persona vs. Authenticity
If you’re in a leadership role (or aspiring to be), ask yourself this: Are you showing up as a persona for appearances, or are you genuinely embodying who you are? People can spot the difference a mile away—and they’ll trust and follow authenticity every single time.
True brand-building should allow you to show up authentically and consistently. If there’s a gap between the version of you in one space or another, what is driving it? How can you align them closer together? If you can identify what’s holding you back, you’ll be one step closer to having a consistent brand that aligns with the wonder of who you are.
It’s not always easy, but work and life got a lot less stressful when I stopped contorting myself and worrying what others thought. I haven’t yet read Mel Robbins’ new book but check out her videos on the “Let them” theory. It’s an empowering premise and helps us let go of other people’s opinions we shouldn’t be carrying.
Your Turn
What does authenticity mean to you? How do you show up as your best self in your personal or professional life? Drop your thoughts in the comments—I’d love to hear how you’re building an authentic brand that’s uniquely yours.
