Ep 06 Career: How to create a strong and effective personal brand

Show notes

Stephen opens the episode by reintroducing The Crazy One podcast, focused on creativity, leadership, design, and technology. Before diving into the topic, he makes a heartfelt request:

If you’ve gotten value from the podcast, please consider leaving a review on iTunes to help others discover the show.

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A New Series on Career Development

Stephen sets up the context for a multi-part series focused on career development. The series will offer insight from both sides of the table—his own career growth and his experience hiring, coaching, and reviewing thousands of professionals.

In this episode, he focuses on personal branding—what it is, why it matters, and how to build one that helps you stand out and succeed.

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What Is a Personal Brand and Why It Matters

Stephen challenges the misconception that branding is only for designers or tied to a logo.

Everyone has a personal brand, whether you’re a project manager, designer, accountant, or any other professional.

He outlines four powerful reasons why having a personal brand is critical:

1. Control and Autonomy

   • Your personal brand gives you control over your image and how you’re perceived.

   • It helps you balance your identity with your employer’s values without becoming a diva or egomaniac.

   • It’s portable—when jobs change, your brand stays with you.

    

2. Visibility

   • Avoiding social media is no longer a viable strategy.

   • Your brand allows you to demonstrate value, grow your network, and attract unexpected opportunities.

    

3. Clarity and Direction

   • Your brand defines the vision of where you want to go and helps you course-correct.

   • Without this clarity, it’s easy to get lost in daily tasks or suffer a career crisis later on.

    

4. Differentiation

   • It helps you stand out beyond job titles or company names.

   • Your brand should evolve as you grow, just like any great consumer brand does.

    

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Common Personal Branding Mistakes

Stephen shares the three most common mistakes he sees:

1. Waiting Until It’s Too Late

   • Too many people only start building a brand when they’ve lost a job or feel stuck.

   • You must invest in your brand continuously—even when everything’s going well.

    

2. Lack of Differentiation

   • Most resumes and portfolios are filled with clichés and vague buzzwords.

   • If you can’t answer “What makes you different?” clearly and honestly, your brand will be forgettable.

    

3. Searching for a Magic Formula

   • There’s no one-size-fits-all strategy. The word “personal” means your brand has to come from within.

   • Your story, upbringing, values, and aspirations need to be front and center.

    

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Two Approaches to Discovering Your Brand

Stephen shares two practical methods to help you define your personal brand:

1. The “I Am” Statement (His Personal Approach)

• Create a document starting with “I am…”

• Write down clear, specific statements that define your values, identity, and aspirations.

• Revisit and refine over days or weeks—it takes time to be honest and precise.

• Example:

  • “I am someone who understands and excels at the creative business and political challenges that are a part of effecting change in a company.”

  • “I am someone who loves being on the edge of technology and can translate trends into innovative experiences.”

   

2. The Archetype Exercise (Client-Based Approach)

• Based on character archetypes from mythology and branding.

• Pick from 20 options like: Achiever, Explorer, Artist, Dreamer, Ruler, Entertainer, Connector, etc.

• Use a process of elimination by comparing pairs and narrowing down to the one you most identify with.

• Ask a trusted coworker to do the same for you and compare the results—discrepancies can lead to powerful insights.

• Use the archetype as a foundation, but add personal details and proof points to make it your own.

 

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Editing Your Brand Narrative

• If you use the “I Am” exercise, reduce the list to 3–4 key points—more than that dilutes your clarity.

• If you use archetypes, develop supporting sentences or stories that prove why that archetype fits you.

 

The goal: Build a narrative that is unique, focused, and memorable—just like a great brand.

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Writing and Using Your Story

Stephen reminds listeners that your personal story is most often judged silently—in resume stacks, by recruiters, or during interviews. You only get a few seconds to make an impression.

 

Avoid the following traps:

• Listing personal hobbies or achievements (e.g., dog grooming certificates, Tough Mudder medals) unless they support your professional value.

• Faking or inflating your story with buzzwords.

• Creating a generic narrative that blends in instead of standing out.

 

Instead:

• Your story should be personal, clear, and compelling.

• It should help you vet new job opportunities, evaluate your current role, and guide your career direction.

 

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Final Thoughts & What’s Next

Stephen closes by reinforcing that building your personal brand is an ongoing process, not something you do only when needed. It’s your professional foundation.

 

Coming in future episodes:

• How to craft resumes and business cards

• How to ace job interviews

• Do’s and don’ts of design portfolios

 

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Resources & Contact

• Show notes & archetype list: podcast.stephengates.com, Episode 6

• Email questions/comments: ask@stephengates.com

• Leave a review: iTunes or Google Play

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Legal Disclaimer

Stephen’s views are his own and do not reflect those of his past or current employers.

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Closing Message

Thank you for your time—it’s the only real luxury we have.

Until next time, stay crazy.

Tagged as:
brand differentiation branding obstacles branding techniques career advancement creative identity creative professionals creativity personal brand personal marketing professional development self-aware self-promotion unique selling proposition