POV: You want to build your personal brand.
But you're terrified of failure, judgement and embarrassment.
Hi, I’m Jess. A Mother of two beautiful girls and 2 x founder who has built over $1b worth of consumer brands. Now I write about life, productivity and happiness and how discovering your true values to build a life you love is priceless.
You can learn more about my work here.
The old saying goes like this: “It’s not what you know, but who you know.”
I’d like to argue the following:
“It is what you know, not who you know, but rather who knows you.”
We have entered the era of the personal brand and the possibilities that come from unlocking the potential of our unique identities are exciting.
For most people, including myself, building your personal brand feels scary. You’re worried what others will think, you worried you’ll stuff it up, you’re worried... just worried.
It took me a long time to get over this fear; there is a reason you don’t see my face (or my co-founders) plastered all over the frank body social pages or website. We prefer to operate from behind the scenes and let the brand do the talking.
Upon realising I was ready to move on from my CMO role, I knew that having a personal brand that could stand separately from the companies I had built was important for my future career aspirations. I focused on LinkedIn because that is where I felt the most comfortable. The written nature of the platform appealed to me. It was quiet at first, but then quickly gained momentum once I worked out what I wanted to communicate to the world. It has been hugely fruitful, gaining 30,000 followers that as a community have helped me manifest all the career goals I had on my 5 year plan in 5 months.
Now I am awkwardly reentering the world of Instagram, bringing my once dormant account to life with cringe worthy videos that heavily feature my postpartum hair regrowth, which is truly delightful to the eye. I am not trying to show up on that platform as anyone other than the authentic version of myself that I am right now - exhausted, usually without makeup or my hair done and multitasking (too much).
Let’s clarify one important thing: most people who want to build a personal brand are not trying to be influencers. I would not be good at that, most of us wouldn’t.
I think of building our personal brands as being influential (rather than an influencer) by cultivating a community that people feel they are part of, that people tune into, that people remember, that people recommend. A personal brand is meaningful, not trivial. It’s built on your core values, it’s about taking steps towards living your most authentic life, it comes from a desire far greater than being seen, but rather achieving your purpose and hitting your goals. This is wonderful if you ask me; it means you want more, you strive, you hope, you dream. Those are the qualities that have propelled humanity forward. All I ask is that when you do gain influence, you use it for good, not flogging products people don’t need. Give back, teach, learn, evolve.
I hear the cogs of your brain turning: “That’s great, Jess, but I’m still terrified to put myself out there.”
Me too. 99% of us trying to build a personal brand or even just thinking about it, are f*cking terrified because of judgement, shame, programming etc.
We all know there will be that one friend, acquaintance or person who loves to hate people from afar who will read or watch your content with a snicker. They will share it with someone, along with a snide remark. They will roll their eyes. You will get a reply telling you they don’t care.
We’ll I’m here to tell you (and by extension them) that negativity is about them, not you. It’s about their limited mindset, their inability to be happy for other people, their childishness. If you want something, go get it. Fuck the person who wants to limit your growth.
Wouldn’t you rather do something that makes you uncomfortable and know that you gave it a shot rather than wake up a year from now realising you let other people’s shit stop you from doing something that could have changed your life?
That promotion you’re chasing.
That business you want to create.
That speaking gig you want to book.
That person you want to be mentored by.
The people you want to mentor one day.
The portfolio career you want to start.
The freelance life you want to live.
That flexibility you want so you can be with your kids.
The agency you would kill to get hired by.
The one thing all these goals have in common is an investment in yourself. You will inch your way closer to these goals faster by knowing who you are, caring who you are and ensuring others do too.
Stepping out from the shadows and putting ourselves out there is scary. Most things that propel us forward are scary. It was scary when I quit my job and started Willow & Blake with no income and no clients. It was scary when we launched frank body into the world. It was scary when I had my children. It was scary when I committed to marriage. It was scary when I overhauled my work life this year. It was scary when I pressed post on my first substack. It was when I started the initial stages of building a personal brand and honestly, it still is.
I have a very close friend who is so dialled in to her intuition that almost every time I am quietly doubting myself at the kitchen table, she calls me to say: “Girlfriend, I just had a thought about you and you need to get over that shit and do the scary thing.”
She is, of course, always right.
Not everyone has a special witchy friend that can call them and send tingles down their spine with the accuracy of their commentary, so I’m being that person for you.
If you want something different for your future, if you want to build a life you love, if you want 2025 to look vastly different and open up new doors, windows and god damn time portals, then do the thing that scares you.
If you need some inspiration today, here are 5 women who unapologetically build their personal brands and I love it.
- She has cemented herself as a stalwart of the Australian fashion and lifestyle industry.
- The founder of Nasty Gal. Currently shedding her old life and image to the ground in search of authenticity and I am here for it.
- the godmother of the portfolio career who is doing the work she preaches.
Victoria Devine - Founder of She’s on the Money, Zella Money, writer, Mother, doer of al the things.
As much as it feels scary, once you start to lean in to building your personal brand it actually becomes quite fun and liberating. Have a go, see what’s on the other side. Stop apologising for being you.
My LinkedIn Growth & Personal Branding course is available to help you grow your brand (without the ick) and build your dream life.
Thanks for this beautiful piece! I needed this. <3
Honoured to be in such a line-up of amazing women mentioned in this piece ❤️