How to build a personal brand that fast-tracks your career

Fast Company

3 days ago

What's the first thing that comes to your mind when you hear the word 'personal branding?' Does it make your mind brim with possibility—or make you roll your eyes?
We've been conditioned to think of personal branding as the domain of influencers, LinkedIn gurus, or people who refer to themselves in the third person. But what if your personal brand wasn't an online gimmick? What if it's something deeper, an insight into what makes you valuable and engaging? Brands, especially personal ones, are built on trust and positive association. Think about celebrities. Since the dawn of marketing, companies have used them to sell products. Whether it's athletes launching shoe lines or musicians turning into moguls, it's not the endorsement itself that holds power: it's the intangible trust they've cultivated over time. The same dynamic is available to you, too.
When done well, a personal brand transcends your current role or business. It shapes how people describe you when you're not in the room. It opens doors you didn't know existed. It creates compounding returns in credibility, connections, and opportunities. And in today's AI -driven age, where digital presence speaks before you do, it's important to get it right.
According to LinkedIn's annual global talent trends report, about eight in ten executives plan to hire this year. Their top priority? Soft skills: problem-solving, critical thinking, and team leadership. Where do you think decision-makers look for evidence of these? Online, in your ideas, interactions, and network. So, here are my top three ways to start cultivating your secret growth lever—your personal brand.
Treat Your Online Presence as your 24/7 Résumé
If someone Googled you right now, would they find something that makes them say, 'We need that person?'
This isn't about chasing likes or follower counts. It's about being credible and memorable. Whether it's LinkedIn, Substack, or your website, people are forming impressions of you based on what they find—or don't. Engagement isn't the only metric. In my own career, I once went for a job interview, heard nothing back, and four years later was invited to coffee by the same person. It turns out they had silently followed my work the whole time.
You never know who's watching. Your digital footprint is your passive nudge to the world: 'I'm here, I'm an expert at this, and I care.'
Have a Memorable Answer to 'What Do You Do?'
Most people dread this question. Don't default to something bland like 'I'm a strategist.' That's a missed opportunity. Instead, start with your strengths, link them to what you do, and finish with what you care about. For example, here's how I pitch myself:
'Let me start with what I am good at, what I do, and why. I build trust quickly across all groups. I also have a commercial mind that grows companies, but understands how human behavior gets in the way. With my skills, I build great places to work which are aligned and profitable, with a high-performing culture. Smart companies hire the best over bias, and that decision creates a ripple effect, reducing inequality and domestic violence.'
See how I am bidding for connection, then a transaction, but also outlining my expertise? I care about their profit, and I share why I do. Now that's more interesting than 'I'm a strategist,' right?
Build Beyond Your Usual Network
Once upon a time, I believed that if I worked hard, my workplace would see my brilliance. But people are busy. Exhausted, even. If you're only known inside your current bubble, you're invisible elsewhere.
This is where 'weak ties' become powerful. Sociologist Mark Granovetter's well-known paper explains how opportunities often come from acquaintances, rather than your inner circle. Why? Because they connect you to different networks.
When I pivoted into the technology sector, I knew no one. But I started showing up eager to learn, at events, online, in conversations. I carried a standout briefcase that sparked curiosity. Eventually, I was invited to speak, something I'd never done before. If I'd stayed in my old circles, those doors would never have opened. Yes, it can be awkward. But over time, you'll see how generous and wonderful people can be.
You don't need to do all these things perfectly. Just start. Trust builds over time. And consistency is your compound interest. Ask yourself this: if someone else with a stronger personal brand, but half your capability, gets the opportunity you wanted, how will you feel? It happens all the time. We've all seen average products with better marketing outperform the good stuff.
So, if you're job hunting, pitching, or looking to grow, remember: you're the product. And your brand? It's the story that sells.