BUILDING YOUR PERSONAL BRAND WITHOUT FEELING CRINGE
May 28, 2025
When I speak with senior professionals about building their personal brand, the most common reaction I get is some version of:
“I’m not trying to be an influencer.”
Let’s clear something up: Building a brand is not about posting selfies, humble-bragging, or flooding LinkedIn with life updates. It’s about becoming a key person of influence—someone people think of, trust, and reach out to in your field.
It’s not about you being the loudest voice. It’s about being a recognizable one.
But most people don’t start. Why? The same five hesitations come up again and again. If you’ve ever said any of the following, you’re not alone:
- “Talking about myself feels awkward.”
- “My work should speak for itself.”
- “I don’t have anything extraordinary to say.”
- “What will people think?”
- “I just don’t have time.”
If any of those sound familiar, this is for you. Below are five simple principles that will help you overcome those hesitations—and finally get started on building a brand that opens doors.
1. You’re doing a disservice if people who need you, don’t know you
This was a breakthrough moment for me when I started my business a decade ago. My coach told me:
“You’re not promoting yourself. You’re helping people find the solution they’re already looking for.”
That mindset shift changed everything. If you have knowledge, experience, or ideas that can help someone—and you keep them to yourself—you’re not being humble. You’re being invisible.
Think of brand-building as service, not self-promotion. You're making it easier for people to find someone who can genuinely help.
2. Don’t chase the Spotlight. Be the Spotlight.
Still worried about sounding self-absorbed? Here’s a powerful reframe:
Your content doesn’t have to be about you.
Talk about:
- Industry insights
- Common pain points
- New tools or trends
- Case studies and client wins
- Stories of your mentors, peers, or even lessons from failure
Shift the spotlight from self-promotion to idea promotion. Suddenly, it’s not about showing off. It’s about sharing what matters—and becoming the person others look to for perspective.
3. Consistency beats Intensity
This is one of the biggest pitfalls I see: people get excited, post daily for a week, then burn out. Or they go all in for a month—and disappear for the rest of the year.
The better approach? Start small and stay consistent.
If you’re new to this, one post every two weeks is plenty. Once that feels comfortable, move to once a week. Then build from there.
It’s not just about LinkedIn, either. Inside your company, start small:
- Share one idea in every meeting
- Ask thoughtful questions
- Contribute to internal conversations
Brand-building doesn’t have to be loud—it just has to be regular.
4. First they ask Why. Then they ask How.
Worried what others will think? You're not alone.
When I started posting, close friends made sarcastic remarks:
“Oh, you’re a content creator now?” “When’s the TED Talk?”
But after a while, they started saying:
“Actually, that post hit home.” “I loved your take on that trend.” “Can you help me get started with mine?”
People may question you at first. But when they see consistency and results, they’ll start asking how you did it.
In fact, that quiet transformation when people shift from critics to curious is one of the most rewarding parts of the journey.
5. Prolific Beats Perfect
Here’s the truth: You don’t need to be an expert to start.
You don’t need to have it all figured out. You don’t need to be in the top 5% of your field. You just need to be one step ahead of someone who could benefit from what you’ve learned so far.
Start where you are. Share what you’re learning. Post the thing you think “isn’t good enough yet.”
Because here’s the kicker: The people who most need your help won’t resonate with perfection, they’ll resonate with progress.
Looking back on my old posts makes me cringe sometimes but that’s a good thing. It means I’ve grown.
Start sharing now, and bring others along for the journey. That’s the real brand.
Final Thoughts
You don’t have to become someone else to build your brand. You just have to become visible.
- Focus on service, not self-promotion
- Be consistent, not overwhelming
- Let your progress, not perfection, speak
If you’ve been holding back, I hope these principles gave you the nudge to start. Because someone out there needs what you know—and they can’t find you if you stay quiet.
Until next week!
Always rooting for you,
Shub (Your Career Growth Partner)
PS. If you are working on your visibility or career growth strategy right now, take a look at the Career Growth Circle. Doors are open at an unbeatable launch price until Wednesday 28th May 8 pm SGT.
