There are those tasks that sit on your to-do list for weeks before you finally tackle them. For me, it was my LinkedIn profile. It sat there for months, and every time I thought about working on it, I found another “more important” task. Why? Because the idea of personal branding had an unpleasant connotation for me back then. Putting myself in the spotlight felt wrong. After all, we’ve all been taught: humility is a virtue. Good work speaks for itself, right?
At some point, I realized I was holding myself back. Without a clear profile, without consciously articulating what I stand for, it was difficult to plan my next steps—let alone show potential clients what they could expect from me. The feeling that personal branding was “wrong” began to disappear when I looked at it from a different perspective. It’s not about elevating yourself above others, but about making visible what defines you and what you can offer.
My second encounter with personal branding came during my studies. Here, I learned that strong personal branding is more than just self-marketing. It’s a process of self-reflection that required me to ask: Who am I, and what do I want to bring to the world? These questions also became relevant in the context of my blog. What do I want to share with my readers? What stories are meaningful, and how can they offer value?
At first, it felt strange to talk about myself and present my work. I had spent my life defining myself by what I did, not who I was. My mindset had always been: good work speaks for itself. But eventually, I realized that this wasn’t enough—especially when stepping into new ventures. The higher the responsibility or the position, the more important it is to show what you stand for. It’s not just the work that matters, but the values, vision, and personality behind it.
This was a significant step for me. Instead of saying, “I’m good at my job,” I had to allow myself to say, “This is who I am, and this is what I stand for.” This mindset shift not only helped me position myself better but also gave me more confidence in my abilities.
Why Personal Branding Matters Today
I quickly learned that personal branding is not just a modern strategy for self-promotion but, above all, a tool for self-reflection. The process forces you to confront essential questions: Who am I? What can I do? What do I really want to do? And most importantly: What does the world need?
This clarity is the first and most important step. Why? Because the better I can define who I am and what I stand for, the clearer it becomes for others. If I know what sets me apart and what values I represent, I can communicate that precisely. This makes it easier for potential clients, business partners, or employers to understand what they can expect from me—and why they should choose me.
In my self-employment journey, I’ve realized how valuable this clarity is. It not only provides direction but also ensures I remain authentic. At the end of the day, personal branding is more than a well-written LinkedIn profile or a professional website—it’s the foundation of trust, built by showing people who you truly are.
The Role of Authenticity in Personal Branding
For me, authenticity is paramount. I’ve always said: “I have one life.” I don’t switch between different masks or separate “work me,” “dad me,” or “private me.” I am always the same person—with the same values, thoughts, and goals. Different roles might require different approaches, but my core remains the same.
Authenticity also means openly showing who I am—with all my strengths and weaknesses. I’ve never understood how people can live distinct “work” and “private” roles. That’s not to say I don’t respect it. For many, there are valid reasons for this separation—perhaps it provides security or comfort. But for me, it’s simply not an option. I want to make it clear: this is not about criticism. Everyone has their own way of being authentic.
This approach has another advantage: authenticity builds trust. When people know that I’m not putting up a facade and honestly communicate who I am, they feel more confident working with me. Trust is the cornerstone of any successful relationship—whether personal or professional. And that’s precisely what I aim to achieve with my personal branding: a foundation for genuine connections.
A Continuous Process
Building an authentic personal brand doesn’t happen overnight. It’s an ongoing process that evolves with every step—just as we evolve as individuals. After months of engaging with this topic, I’ve realized that personal branding is not a one-time task. It’s a constant journey of learning, observing, and adapting.
It might start with a simple question: “What do I stand for?” But once you answer that, new questions emerge. You listen to an inspiring podcast, discover a LinkedIn profile you admire, or receive feedback that shifts your perspective. Each new detail adds another piece to the puzzle. And so, personal branding remains a dynamic process that’s never truly finished.
Lessons Learned from My Journey
The most important lesson I’ve learned about personal branding is: just start. Write the first blog post, publish it—and expect nothing to happen. Really, nothing. No overnight discovery, no sudden wave of feedback. And that’s okay.
I remember publishing my first blog post and sharing it with three friends—silence. For the second post, I showed it to five people—still nothing. But then, eventually, came the first comment. And I celebrated it like a milestone. That’s what it’s about: a slow, steady process. You build, step by step.
The same applies to LinkedIn. You create a profile, publish it—and nothing happens. No flood of inquiries, no sudden recognition. Personal branding isn’t about going viral—it’s a long-term investment. It’s about showing up consistently, sharing your work, building connections, and responding to feedback. Slowly, something meaningful takes shape.
Final Thoughts: It’s a Journey, Not a Destination
Personal branding isn’t a task you can check off—it’s a lifelong journey. For me, it’s a process of learning, growing, and adapting. It’s not about getting everything right from the start; it’s about beginning and embracing the journey.
Reflecting on my path so far, I see how much has already shifted. The small steps, the moments of doubt, and the little victories—they’re all part of the process. And that’s what it’s all about: walking the path, letting go of perfection, and learning something new about yourself with every step.
Warm regards,
Uwe
Comments