Taking the “Ick” Out of Self-Promotion
Let’s face it: the "self" in "self-promotion" can make the whole concept feel awkward, inauthentic, or downright uncomfortable—like you’re shouting into a void. For many seasoned professionals, the challenge isn’t a lack of accomplishments to share but rather a fear of sounding boastful.
I recently had a discovery call with an incredible woman who I’d call my ideal client. She’s a seasoned professional, a global powerhouse, and brilliant beyond belief. Yet, despite her remarkable career and accomplishments, she wanted to talk to me about something she felt completely out of her depth with: building a personal brand and promoting her work.
For her, the idea of self-promotion felt more foreign than the international delegates she’s met on her global travels. Sound familiar? If so, you’re not alone.
So, how can you build a personal brand without feeling icky or inauthentic?
The trick is to shift the focus away from yourself and toward what excites, inspires, and connects with others. Let me break it down for you.
1. Make It Fun
When I sat down to write this post, I realized just how much I enjoy the process. For me, writing is like solving a puzzle—choosing the perfect words to evoke an emotion or tell a story feels like pure play.
What feels like play for you? What’s something that lights you up or makes you lose track of time? Use that joy to fuel your personal brand.
Instead of crafting a “look at me” post, share something that genuinely excites you. For example:
Celebrate a professional win from a place of gratitude or pride rather than self-importance.
Share an exciting project you’re working on and why it matters to you.
Highlight someone else’s work that aligns with your values or inspires you.
The key is to make your content an extension of what you love, rather than a chore.
2. Share One Key Takeaway
One of the biggest mistakes people make in personal branding is trying to say too much at once. But here’s the secret: your audience doesn’t need (or want) a laundry list of your accomplishments. They want to know what’s in it for them.
Before you share anything—whether it’s a LinkedIn post, an article, or a presentation—ask yourself:
What’s the one thing I want my audience to take away?
Maybe it’s a new insight, a perspective shift, or a practical tip they can use right away. Whatever it is, make it clear and concise. When your audience feels like they’ve gained something valuable, they’ll remember you for it.
For example, instead of listing the awards you’ve won, share a lesson you learned during the journey. Instead of promoting a service, talk about the impact it has on the people who use it.
3. Focus on How You Want Them to Feel
The best personal brands aren’t built on what you’ve accomplished—they’re built on how you make people feel.
Ask yourself:
When someone interacts with my personal brand, what emotion do I want them to walk away with?
Do I want them to feel inspired? Empowered? Educated? Excited?
Craft your message to evoke that emotion. For example:
Instead of listing your credentials, tell a story about how your work has made a difference in someone’s life.
Instead of focusing on your results, talk about the journey and the lessons learned along the way.
The magic happens when your audience walks away thinking, Wow, that really spoke to me.
The Bottom Line: Make It Personal
When you shift your mindset from “promoting yourself” to building authentic connections, personal branding stops feeling like a chore and starts feeling like a natural extension of who you are.
So, here’s my challenge for you this week:
Share something fun, meaningful, or insightful.
Focus on one key takeaway.
Think about the emotion you want to leave your audience with—and craft your message around it.
Then, watch how people respond. You might be surprised by how much easier (and more enjoyable!) personal branding becomes when you approach it from a place of authenticity and connection.
Ready to Take the Next Step?
If you’re ready to build a personal brand that feels authentic and aligns with your values, we’d love to help. At BrandPsyche, we specialize in helping seasoned professionals like you create personal brands that showcase your expertise, make an impact, and connect with the right audience.
Whether you’re starting from scratch or need to refine your existing brand, we offer personalized guidance to help you step into the spotlight with confidence—no sleazy self-promotion required.
