Why You (Yes, You) Need a Personal Brand

After I helped lead a webinar on personal branding recently, I got a thoughtful question from someone who grew up hearing that self-promotion is "bragging"—and who struggles with impostor syndrome when talking about their work. Lately I've heard similar questions, especially from federal workers who've let their titles, certifications, and team contributions speak for them—and talking about their own accomplishments feels awkward and inappropriate. But if you don’t talk about your work, no one else will—or they may describe it in a way that doesn't reflect what's important to you. Here are some suggestions for effective branding:

Let your values lead. When you're clear on why your work matters, it feels more natural to share it. For example, “I’m passionate about connecting people to solve big problems, and and one way I’ve done that is…”

Tell stories instead of just listing accomplishments. Stories create connection and authenticity—and make it easier to talk about what you’ve done without feeling like you’re showing off. Find stories that embody your values and goals, and practice sharing them.

Start small. You don’t have to post every day or start a blog. Just start by sharing or commenting on posts from colleagues and peers. Add your perspective when you can.

Don't expect your work to speak for itself. Your voice brings context and meaning, and helps people understand why and how you do what you do.

Remember that talking about your work is not just about you. It can advance the causes you care about, benefit your organization, and educate and inspire others in your field.

The key is learning how to talk (and write) about your work in a way that feels right for you. That starts with recognizing that it's not bragging—it's building understanding, credibility, and trust.