How Your Brain Sabotages You When Creating Your Personal Brand (And How To Make It Stop)

Personal Branding and Your Brain

Do you know why most people struggle when creating or communicating their personal brand? Because they make it all about themselves.

Well, that seems quite contradictory now doesn’t it?  I mean your personal brand is all about you so if you don’t make it about you then who the heck are you talking about and how does it relate to you?

Your personal brand is about you – it is right there in the beginning of this sentence; however, there is a huge block in the way: your brain.

When you sit down to create your brand and begin with the “I have to write about myself” you approach it from the all about me stance. When you put pen to paper you get brain freeze.  If you manage to thaw it a bit and actually write something down, your brain whispers to you in that little voice, “you’re bragging”.

That’s it – game over.

Your brain works against you by telling you anything that you write about yourself is bragging!  Unfair!

Your brain is really trying to protect you, most people do not like talking about themselves so it is keeping you from doing something uncomfortable. Great leaders do not like talking about themselves because they don’t do it, they promote others. So the brain puts the brakes on.

Gee, thanks brain, but we still need to do this! So how do you get it to play nice and help you?  Shift the focus to value.

It is pretty simple and painless, it is only four questions: Who, How, What How.

  • Who do you work with?

  • How do you work with them?

  • What do you do?

  • How do they benefit?

The beauty of this is that it can start in a very broad sense – an overview if you will – then these questions can be used to target and explore.

The first time you go through these questions you will probably think about your overall position.  When you answer the first question you might come up with three groups that you work with: your team, your leadership team and your clients.

Break them out separately and use the four questions again.  If we took your teams and asked who do you work with, you might respond with: the team as a whole, the leadership of the team and individuals on the team.

With each break down answer finish asking the questions.  How do you work with individuals, do you provide support, mentoring, learning opportunities, help them identify where they want to go and how to get there?

Great, how do you do that? This is where it may feel a bit strange at first or your brain starts waking up that there might be something going on here and fight back with, ‘what do you mean how do I do it, I just do it.’ No, how do you do it?

No one just does anything. There is a system, process and skills involved. Break it down as though you are describing it to someone that does not know your position.

Lastly, who benefits from you doing what you do, the way you do it and how do they benefit?  For example, your individual employees: if you provide formal and informal mentoring, this may help them develop their skills to improve their performance, spark new interest in them, help them set and achieve goals of advancing in the company.

Once you go through these questions and break it down (current and previous jobs) you will discover you will have comprised a lot of information. You now have a gold mine because we tricked your brain!

It is not about you – it is about providing value to others.  Secondly, you are not bragging, you are simply telling your story with facts, not flash.

Find similarities and themes in this information for the broad stokes of your brand and the details can be used to compose your resume and LinkedIn profile.

Four simple questions lead to you creating a value-based brand with demonstrative skill backed information that will translate consistently across all your communication platforms.  That wasn’t so hard now was it?



A little about me: I do what I love: help leaders break out of a suffocating corporate existence and into a position and place that renews their brilliance.

As the Founder and Principle of Career Polish, Inc., a national career personal branding firm, I am an Executive Brand Strategist, Resume Writer and Career Coach. I work with individual clients, companies, leadership and teams to identify, strengthen and effectively communicate their brand, engagement, commitment and most importantly – their value – by learning and leveraging personal branding as applied to LinkedIn, resumes, networking, communication, relationship management, presence and influence.

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