The Power of Your Personal Brand

“Strength comes from weakness, from vulnerability.”

Chris Do

When we think of the term personal brand, our minds often turn to what we convey to others, the value we present, and frequently, it seems detached from our true selves. It’s about selling something to others, transforming us into commodities rather than authentic products.

Contrary to this, and according to Chris Do, director, designer, strategist and educator, we must say that the first step to create your personal brand is to discover who you are, beyond the image you show to the world, the one that is accepted both by yourself and by others.

That process of self-discovery has to do with bringing to light your dark side, your shadow, which, according to Carl Jung, influential psychologist, psychoanalyst and psychiatrist, are those personality traits that the conscious side does not recognize as your own.

In one way or another, all those feelings and capacities that you have denied and not recognized in yourself (jealousy, aggressiveness, guilt, greed, arrogance or cowardice) you have been pushing them away to that dark side that becomes your shadow.

That shadow does not allow you to be who you really are, it takes away your authenticity and naturalness. With it you are not really yourself, but a sweetened and socially accepted image of yourself.

When you manage to bring to light and integrate that dark part of your being, embrace it and integrate it, your weakness becomes strength, and that allows you to know who you really are, identify your beliefs and interests and unveil your super powers. 

At the end of your process of self-discovery, you will be able to define those super powers in two or three words unique to you with which you will tell the world who you are and what you stand for: Your Personal Brand.

When you have found those two or three words that represent the core of your personal brand, use them with pride and discover the impact they have on others.

As you discover who you are, your values, an important part of your story, emerge.

When you communicate them through your actions, words and content, you allow like-minded people to find you, because your values send them a message.

Your values, moreover, will be the starting point of the transformational story you tell the world about yourself that others can understand and identify with, because you will show the world a person with imperfections and flaws that can inspire them to tell their own transformational story.

Your story can take over emotional universes, generate dreams and desires and provoke emotions in other people.

Personal branding has to do with creating meaning and connection for and with others, so when you build it, it becomes yours and also ours.

If the other person cares about the things you do, the things you believe in, then they might resonate with you, feel identified with what you are and what you do.

The more value you create for others, the more transformation you can generate for them, the more people will come to you. The way you do it is part of who you are.

Your personal brand has to show your authenticity, your boldness and your uniqueness, it has to be 100% you. If you try to be like everyone else, you won’t have any element that differentiates you from other people.

Keep your voice unique and differentiating when you tell your story.

The common denominator of people with the most influential personal brands: Steve Jobs Elon Musk, Ives Saint Laurent, Madonna, Tonny Robbins, Mario Alonso Puig, etc, is that they dared where no one else had before, they swam against the current, showing with it strength, courage, certainty and conviction.

Dare to make a difference, to chart new paths, to act according to your own criteria and convictions, to be the first to…

In his full master class “How to Build a Successful Personal Brand in 2024,” Chris Do pointed out that the quest implicit in the process of discovering who you really are in this world has to do with “unveiling your gift and sharing it with as many people as possible. And when you do that, it can only guarantee you one part of the equation: you will be happy and you will die a happy person.”

And you, have you managed to identify those two or three words that define your superpowers? Can you tell the world your transformation story yet?