I recently hosted the Datos Insights Women’s Network virtual webinar on the topic of Developing Your Personal Brand. Our panel included Darchelle Caces (Senior Director at Trustmark), Rebecca Kollmann (Corporate Marketing Manager at Society Insurance), and Jackie Morales (Senior Principal at Datos Insights). The panel shared that whether we actively manage it or not, each of us has a professional brand that influences our career trajectory. Here are the key insights from our discussion.
Authenticity Forms the Foundation
The most resonant message from the panel was clear—authenticity must be the cornerstone of your personal brand. Attempting to project an image that doesn’t align with your true self is not only exhausting but ultimately counterproductive. One panelists shared her experience of trying to change her personality to please a manager, only to discover that despite maintaining high performance, she had become professionally miserable.
The panel emphasized that while we can refine certain aspects of our presentation, our core values and unique attributes should remain intact. Your personal brand should feel natural and sustainable—a polished version of your authentic self, not a fabricated persona.
Bridging the Perception Gap
Many participants acknowledged a disconnect between how they perceive themselves and how others view them professionally. This “perception gap” can limit career growth when others fail to recognize your full capabilities. One panelist expressed frustration at being seen merely as “someone who checks boxes” when she viewed herself as a strategic thinker with broader abilities.
Women, in particular, tend to underestimate their professional impact. One survey respondent noted that they believe others are likely to perceive them more positively than they perceive themselves. The group discussed various strategies for gaining accurate feedback, including seeking input from trusted colleagues, participating in 360-degree assessments, and identifying peer coaches who can provide honest perspectives. Regular feedback allows you to course-correct your brand before misperceptions become entrenched.
Strategic Brand Development
Developing your personal brand requires intentionality. The panel emphasized distinguishing between your current role and your broader professional identity. One panelist noted that you can’t make your brand about where you work, it must focus on who you are. This distinction becomes crucial when changing positions or companies.
The discussion highlighted practical approaches to enhancing visibility, such as volunteering for high-impact projects that showcase your strengths, adjusting your communication style to demonstrate leadership thinking, and clearly articulating your unique value. Several participants acknowledged the challenge of finding opportunities to demonstrate capabilities beyond their current roles. As one panelist suggested, “Just say it out loud”—expressing your interests and aspirations increases the likelihood that opportunities will come your way.
Conclusion
While building your personal brand requires time and consistent effort, the investment yields significant returns. By aligning your authentic self with how you’re perceived professionally and strategically showcasing your unique value, you create a powerful brand that opens doors and accelerates your career progression.
For more information on the Datos Insights Women’s Network visit our website.