Why Your Personal Brand Is the Key to Bigger Deals and Board Seats (and How to Build It)

Your credentials and expertise are impressive—there’s no doubt about that. But in today’s world, that’s just the starting point.

If you want to land board roles, secure high-value contracts, or become a sought-after thought leader, you need more than qualifications or great offers. You need a personal brand that positions you as the clear, only choice.

Here’s the challenge: most coaches, consultants, and even C-suite executives focus solely on their services or achievements. But at the highest levels, success comes from standing out in ways that go beyond what you do. It’s about who you are and the trust you inspire.

To attract the opportunities you deserve, your reputation must work harder than any pitch ever could.

Here are 5 tips to build an irresistible personal brand this year:

1. Determine Your Personality Archetype 

Rather than try to be all things to all people, identify the specific personality traits and values you want to be known for. Look to public figures you admire and make lists of the adjectives that describe them. Then distill what makes you unique.

For example, Oprah embodies compassion, wisdom, empowerment, authenticity. Steve Jobs was known for innovation, perfectionism, visionary thinking. He embodied the entrepreneurial spirit and commitment to excellence.

Sara Blakely stands for optimism, ingenuity, and fearlessness. She disrupted an entire industry with Spanx through her inventiveness and willingness to take bold risks.

Barack Obama's brand evokes integrity, intelligence, composure and hope. He projected calm leadership and brought a thoughtful approach to complex issues.

Look to the brands you admire and make lists of the core attributes that make them magnetizing. Then reflect on the defining qualities at your core and build your persona around your unique essence. What 3-5 attributes define your essence? 

2. Unapologetically Flaunt Your Quirks

The most intriguing brands don’t pretend to be perfect – they celebrate their weirdness. What are your eccentricities and hidden talents? How can you weave those genuinely into your messaging? 

Maybe you’re the productivity coach who wears funky sunglasses and brings your pet lizard to client calls. Or the introverted sales trainer who secretly loves karaoke. Have fun being your authentic self.

Maybe you’re the leadership coach who starts every day with an acoustic guitar jam session and greets clients wearing your favorite band tee.

Or the wellness speaker who loves baking gluten-free brownies and shares your latest kitchen disasters.

Quirks make you memorable and human. Weave your secret passions and colorful personality into your personal brand. 

3. Share Your Origin Story 

Humanizing yourself requires embracing vulnerability. As research by Brené Brown shows, being open about imperfections forges connection. It signals trustworthiness.

When you reveal parts of your journey that were messy, scary, or painful, people feel less alone in their struggles. They see your authentic self, not a guru on a pedestal.

Vulnerability shows up as:

• Admitting flaws, failures, doubts, and shame

• Letting emotion shine through when it feels risky

• Talking about what formed your values, beliefs, and motivations

• Exposing your real self rather than projecting an image

Vulnerability fosters empathy and intimacy. It gives people permission to take off their own masks.

Taraji P. Henson is beloved for the authenticity and emotion she brings to her acting roles. She also openly shares her personal struggles and triumphs.

In interviews, Henson has courageously opened up about experiencing depression and anxiety since childhood. She's spoken about the abandonment and hurt of her father not being involved in her life.

By candidly talking about her mental health challenges, she makes others dealing with similar issues feel less alone. Her honesty about childhood wounds fosters empathy.

Henson lets people see her tears, fears, and imperfections. This vulnerability forges an intimate bond with her audience. They know the real person behind the celebrity facade.

Imagine you're at a dinner party getting to know Taraji. She wouldn't just discuss her achievements. She would share pivotal life moments that shaped her character with self-compassion.

Let people in on pivotal times you experienced uncertainty, lostness, rejection, or prejudice. How you rediscovered meaning and purpose. Live your message through transparency.

When you open up, others feel seen.  They know it's safe to take risks and be themselves. This vulnerability makes you unforgettable.

4. Post Unfiltered, Behind-the-Scenes Content 

Social media creates endless opportunities to pull back the curtain on your life and work. Let people in on the good, bad, silly, and messy. 

This will be a challenge for most but go live when you’re having a bad day to talk about coping strategies. Show your failures and mistakes. Reveal your home office decorated with dozens of plants. Cultivate a relationship.

If you consult on health living, show the reality of healthy eating on a busy schedule. Share your own meal planning mishaps and on-the-go food hacks.

Reveal your pantry stuffed with half-finished bags of quinoa and chia seeds. Laugh about your struggles not to snack on your kid’s Goldfish crackers. Admit even experts face challenges making healthy choices while traveling or out late.

The messier and more candid you are, the more you cultivate true relationships with people who know, like and trust the real you. Let your audience in behind the scenes.

5. Collaborate with Complementary Brands

Partnering with other experts who share your vibe introduces you to new audiences. Do guest interviews, create a video series, co-host a workshop, etc.

Seek out brands that feel aligned so audiences perceive you as part of the same “tribe.” Working together expands your reach exponentially.

Remember, people invest in other people – not services. While your programs are important, prospects first decide if they like and relate to YOU. By unapologetically sharing all facets of yourself, you become the memorable brand buyers choose over the competition.

Let your personality shine through. Have fun being your quirky, imperfect, authentic self. When your essence resonates, you are on your way to becoming the only brand your audience will ever need.

Helping you stand out as a go-to industry leader  to attracts your ideal clients is what I specialize in through my 6-week 1-on-1 coaching program for experienced consultants, coaches, and service providers.

In addition to that, I also help you create an offer matched to your unique expertise. And I guide you on identifying and connecting with prospects on LinkedIn so it's easier for them to say "yes" to working with you.

My goal is to help you leverage your persona to create a (minimum) six-figure income stream.

If you have specific expertise but need help crafting your story and messaging for prospects, this program is ideal. 

If interested, email me at dashley@thrivoo.com. I look forward to helping you become the unforgettable personal brand your dream clients can't resist!