Strategic Self-Expression Is the New Differentiator

How Authentic Expression, Not Strategic Perfection, Creates Impact That Lasts

There was a time in my career where I could hide behind a logo.

As an agency founder, I spent two decades building brands for others - elegant, compelling, beautifully positioned brands. But when it came to stepping into the spotlight myself, I noticed something strange.

It felt... harder.

Suddenly it wasn’t about a colour palette or tagline. It was about me - my face, my voice, my values. That’s when I began asking deeper questions. Not just about visibility or marketing - but about identity, resonance, and what it truly means to be seen.

What I discovered became the foundation for Marketing Me - and over several years has helped thousands of professionals confidently express their unique essence in a way that energises them and deeply impacts their audience.

(You can find the full story in my book Marketing Me®: Take Charge of Your Personal Brand and Make Your Mark on the World.)

Why Resonance, Not Performance, Is the New Standard 

The landscape of leadership is changing - and fast.

Visibility is currency and differentiation is the name of the game, personal branding is often misunderstood as a surface-level pursuit - a polished presence, a catchy tagline, a curated online persona.

But here’s the truth: the most magnetic personal brands aren’t built on performance. They’re built on resonance.

And resonance begins when a person steps into their uniqueness - not to be impressive, but to be impactful. Not to be seen more - but to be seen as themselves.

You Know Them By Their Energy – Not Just Their Work 

Think about the leaders and creatives you admire most—Oprah, Rihanna, Gary Vee, Stephen Bartlett.

It’s not just what they do, or even how they do it.

It’s the feeling they evoke. Their energy. Their essence.

When you encounter their work, something sticks with you. You remember their vibe, not just their credentials. And that’s the power of a resonant personal brand—one built on authentic self-expression.

Your personal brand isn’t about crafting a shinier version of who you think you should be. It’s about aligning your outer expression with your inner truth - so that every time you show up, you bring your full self to the table. With clarity. With confidence. With creative fire.

When you do that, something shifts.

You stop chasing visibility and start becoming unforgettable.

You stop trying to attract everyone - and start impacting the right ones.

From there, your brand becomes more than a platform. It becomes a pathway to a more energised, purposeful, and expansive version of your work, your leadership, and your life.

The Shift From Authority to Authentic Connection 

For a long time, authoritative thought leadership was seen as the gold standard for building a personal brand. And it still matters—a lot.

But what’s emerging now is a deeper layer: the ability to connect authentically.

According to research from Gartner, “connectors” increase the likelihood of a high-value, low-regret sale by 90%—compared to just 10% for “information authorities.”

What that tells us is this:

• Facts still matter.
• But feeling and trust matter just as much—if not more.

This isn’t about trading expertise for emotion. It’s about learning how to span both sides of the decision-making process. Connecting and educating. Resonating and leading.

So How Do You Build a Brand That Feels Like You? 

Which brings us to the big question so many people ask… “how do I actually build an authentic brand?”

So here’s my step-by-step process, which works consistently, regardless of what industry you’re in, and even if you guard your privacy fiercely.

It’s not about “sharing everything”. Definitely not!! (and I strongly advise against that!)

Instead it’s about ensuring the aspects that you DO choose to share feel good to both you and your audience.

Step 1:  
Start With Alignment, Not Aesthetics

Traditional advice says: pick your colours, perfect your pitch, polish your image.
But branding from the outside in rarely sticks.

Instead, begin with what I call your Power Combo®—the unique integration of your values, identity, and professional essence. This is the intersection of what lights you up, what you’re great at, and how you're here to serve.

Your brand becomes magnetic when it emerges from you—not when it's imposed upon you.

Ask yourself:

• What energises me when I speak about it?
• What do people thank me for that I don’t even realise is unique?
• Where do I feel most in flow and most at home in my professional expression?

When you root your brand in this kind of alignment, you create a foundation that is sustainable and alive—not forced or fabricated.

Step 2: 
Express, Don’t Perform

Many people hold back from showing up online or in public spaces because they fear being “too much” or “not enough.” But the problem isn’t their content—it’s the pressure to perform instead of simply express.

The goal is not to impress others. The goal is to connect - and connection happens when we express from a place of truth, not perfection.

Here’s the key shift:
Express who you are, don’t perform who you think they want.

This doesn’t mean being messy for the sake of it. It means being intentional, clear, and real. It means showing up with emotional congruence and strategic clarity- what I call strategic creative self-expression.

That’s the sweet spot where authenticity meets impact.

It won’t all fall into place immediately – just because you choose this approach, it still takes time as trust is built over the long term (expect to be consistent for 3-6 months min before you get real traction around your brand).

But above and beyond building trust though authenticity, this approach definitely takes the pressure off, which in turn makes it much easier for you to show up more often over a longer period of time, even through some of the more challenging seasons of life!

Step 3: 
Tell the Stories Only You Can Tell

The most powerful brand asset you have is your story. Not the glossy “About Me” version - but the raw, real, refined insights that have shaped your path.

Your Signature Story becomes a lighthouse.

• It communicates your credibility and your character.
• It builds trust before credentials.
• It becomes a bridge—connecting the inner work you’ve done with the impact you’re here to make.

When you lead with lived wisdom, you invite others into something more than marketing - you invite them into your world.

And from there sharing ongoing stories through the lens of “who you are and what you do” serve to reinforce and attract ongoing interest and participation in the ongoing story that is YOU – as a brand!

Step 4: 
Focus on Impact, Not Just Growth

We’ve been conditioned to measure our brand’s success by metrics: followers, reach, revenue.

But growth that isn’t grounded in alignment often leads to burnout or disconnection.

Instead, centre your brand around impact - the way you make people feel, shift, and expand when they encounter your work.

The real question isn’t: “How many people are watching?”
It’s: “How deeply am I resonating with the people who matter?”

Do they take the time to read/watch/listen and take notice? Do they comment and engage and let you know it’s resonating?

Plants don't grow because we measure them and obsess over them, they grow because they are good seeds, in good soil, with good sunlight, and water. The growth happens naturally and is a bi-product. 

When you prioritise resonance over reach, the growth will come - but it will be growth that feeds you, not drains you.

Step 5:
Let Your Brand Evolve With You

Your personal brand is not a set-and-forget strategy. It’s a living expression of your essence -  and as you grow, your brand should too.

The people I mentor often find that their brand becomes a vehicle for self-discovery as much as visibility. That’s by design.

• Allow your brand to mirror your evolution, not mask it.
• Refine your message as your perspective deepens. You’re a work in progress, so it’s only natural that your brand is too.
• Shift your positioning as your purpose clarifies.
• Let your presence reflect who you are now, not just who you used to be.

Because the most powerful personal brands don’t freeze you in time. They free you to be fully expressed—in this season, and the next.

Your Brand Is Your Energy, Made Tangible

When people experience your brand, they’re not just seeing your work - they’re feeling your frequency. Experiencing you presence.

The most powerful and authentic personal brands can evoke the same feeling “online” than the person does in real life.

• Are you vibrant and strong, laid-back and funny – or something else?
• Are you prepared and organised, or are you a hot mess?

If so, the right people will feel it – and if they know you in real life, or have seen you speak, or read your books, they’ll feel a sense of congruence and connection.

There’s no wrong or right when it comes to your brand, just like there is not right/wrong way to “be a a human being”.

There’s just YOUR way.

And that’s where the magic begins.

And where your authentic brand begins to flourish.

And beyond that becomes the catalyst for your personal and professional success to flourish, too.