Ep 106 Career: How to build a personal brand people will love to hate

Show notes

Welcome to Episode 106 of The Crazy One Podcast! I’m your host, Stephen Gates, and this show is all about creativity, leadership, design, and empowering creative people.

Before we jump in, just a quick reminder:

• You can find the show notes, links, and more at thecrazyone.com — that’s “the crazy” and the number one.

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Why This Episode Matters

In Episode 105, we talked about negotiation. Today, we’re continuing the career conversation — this time, diving into how to build your personal brand. Whether you’re trying to level up in your current job or searching for something new after a layoff, your personal brand plays a central role in your success.

This episode covers:

• What a personal brand really is

• Why building one is so critical

• Common mistakes people make

• How to stand out in a sea of generic resumes and portfolios

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What Is a Personal Brand?

Let’s start by defining what a brand is not:

• It’s not your logo

• It’s not a color palette

• It’s not your portfolio theme

 

Those are visual expressions — not the brand itself.

Your personal brand is made up of three core components:

1. Who You Are — Your story, background, and personality.

2. What You Stand For — Your values, expertise, and beliefs.

3. What Makes You Different — Your unique differentiators.

 

And here’s the hard truth: being generic will never help you stand out or succeed. We’re wired to want to fit in — but in your career, blending in is a losing game.

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The “Need Economy” vs. Personal Power

Many of us operate in what I call the “need economy” — a mindset where we believe we need companies, recruiters, or bosses to validate us, give us jobs, or define our careers.

But building your personal brand changes that. It allows you to:

• Negotiate as an equal

• Need your company less

• Attract better opportunities

• Gain independence from recruiters and gatekeepers

 

When you stop being dependent, you start gaining power.

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The Truth About Standing Out

Let me be blunt: most resumes and portfolios I see are painfully generic. There’s no personality, no differentiation, just a list of schools and jobs.

I’m not hiring your job history — I’m hiring you. If you don’t include anything about yourself, you’re giving people no reason to remember you.

To fix that, your brand must be:

• Credible – Be honest about what you can do.

• Creative – Express yourself in a memorable, unique way.

• Authentic – Stay true to who you really are.

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Why You Want a Brand People Might Hate

The episode title may sound provocative, but here’s the idea:

A successful brand creates emotion.

If everyone feels neutral about you, no one remembers you. Great brands — and people — inspire strong reactions. If you’re doing it right:

• Some people will love what you stand for.

• Some people will hate it.

• But everyone will know what you’re about.

 

Don’t fear the haters. Fear being invisible.

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Dealing with the Critics

When you stand for something, not everyone will support you — and that’s okay. I’ve had troll accounts dedicated to mocking me. But here’s how I deal with it:

I carry a one-inch square piece of paper in my wallet. On it are the names of the people whose opinions actually matter. That’s it. If the critics aren’t on that list, I don’t care what they think. (Thanks to Brené Brown for this incredible idea.)

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How to Build Your Personal Brand (Quick Recap)

If you want to go deeper, listen to Episodes 6, 7, 9, and 61. But here’s the starting point:

1. Think of yourself like a brand

   Ask: What makes you different? What are your core values? What’s your voice?

2. Use brand archetypes

   Download the archetype deck from the show notes and do a card sort:

   • Find your primary and secondary archetypes.

   • Ask friends and colleagues to do the same for you.

   • Compare the results — your internal vs. external perception.

    

This gives you a foundation to start building your personal brand strategy.

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Final Thoughts

Too many of us build personal brands that are watered-down, trying to be palatable to everyone. But real strength comes from authenticity — from embracing who you truly are and showing up that way.

There’s a crisis of trust happening — especially trust in ourselves. But building a personal brand can be a powerful way to reclaim that trust.

So remember:

• Be credible

• Be creative

• Be memorable

• Build a brand someone will love — and maybe even someone will hate

 

Because what makes you different is what makes you strong.

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Links & Resources

All resources mentioned in the show — including the archetype deck — can be found at thecrazyone.com. Go to Episodes → Episode 106.

Stay Connected

• Subscribe to the podcast on your favorite platform

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• Follow me on LinkedIn or email me with questions

 

And as always, the views in this episode are my own and don’t reflect any current or past employers.

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Thank you for listening. I always say it, but I mean it: I’m incredibly humbled that you spend your time with me. Now go out there and stop being generic.

Stay crazy.

Tagged as:
brand strategy branding branding pitfalls building a portfolio career success competitive advantage impactful personal brand job market differentiation personal brand personal branding resume improvement standing out Stephen Gates The Crazy One podcast