In today’s fast-paced, digital-first world, personal branding is more than a buzzword, it’s a career imperative. With AI-generated resumes and templated LinkedIn posts flooding our feeds, the question becomes: How do you stand out, using your own authentic voice?
For me, personal branding is not just about visibility. It’s about identity, impact, and legacy. It’s about answering: What do I want to be known for, not just as a professional, but as a person?
From KPMG to coaching: Lessons learned
When I began my career as a chartered professional accountant in public practice, building my brand wasn’t on my radar. My focus was simple: Deliver results and be a good team player. But as I advanced into leadership roles at KPMG, my perspective shifted. I started asking: What do I want to be known for?
For me, that meant championing women in leadership, advocating for equity and inclusion, and mentoring emerging talent. These values shaped my reputation and opened doors to opportunities that mattered to me. My brand evolved organically, and when I transitioned out of public practice to become a certified organizational coach, I realized how powerful intentional branding can be. It’s a magnet that attracts the right people and opportunities.
Today, I see branding yourself as part of career insurance, especially in the age of AI.
Why your personal brand matters more than ever
Work that once took weeks of specialized expertise to complete can now be done in seconds, often by someone with far less experience. As a result, technical mastery alone is no longer a differentiator. It is an expectation.
The World Economic Forum predicts that 92 million jobs will be displaced over the next five years and new positions will be created, driven largely by expanding digital access, AI, and automation. So when technical skills become table stakes, what sets you apart as demand shifts and new opportunities emerge?
Your personal brand.
Your personal brand signals who you are, what you stand for, and how you think. It is the unique value you bring. It’s not just about your title or credentials. It’s your story, your values, your judgement, and your lived experiences.
These are things AI cannot replicate.
How vulnerability builds trust and meaningful connections
One question I often hear is: How much of my personal side should I share on LinkedIn? There’s no universal answer. It depends on the depth of connection you want to create. But here’s what I know: Vulnerability builds trust.
When you share your challenges and lessons learned, you invite others to connect with you on a human level. I’ve experienced this firsthand, when I post about my struggles, I receive messages from people saying, “Me too.” Those conversations often lead to meaningful relationships.
Vulnerability isn’t about oversharing, it’s about being intentional. Ask: What story will help others learn, feel understood, or find courage? When you share from that place, you create psychological safety and inspire others to do the same.
Read more
- The sushi test of leadership: How authenticity is felt, not claimed
- Rooted in integrity: Pedro Villa’s path to leading with purpose
- Becoming indispensable: The path to peak performance
Balancing AI and authenticity in storytelling
AI tools like ChatGPT are everywhere, and yes, I use them too. But here’s the key: AI is a tool, not a substitute for authenticity.
If you rely on AI to write your entire post, your content will sound like everyone else’s. It loses the very thing that makes your brand unique: Your voice and your lived experience.
Instead, use AI as a thinking partner. Let it help you research, see alternative perspectives, or structure your thoughts. But always make sure that you infuse your content with your personal insights and stories.
As Harvard Business School professor Frances Frei said, “Writing is the greatest tool for thinking ever created”. So do not outsource your thinking to AI.
AI can generate words, but it cannot help you find meaning in your own experience. It cannot feel the challenges you have overcome or the lessons you have learned. Those are your differentiators.
Practical tips for building your personal brand
- Pause and reflect
Ask: What is my passion? What makes me unique? What do I want to be known for? What legacy do I want to build? These questions take time – but they’re essential.
- Start small
Reflection doesn’t require hours of journaling. Begin with five minutes a day.
- Show up authentically
Share stories, not just achievements. People connect with real experiences.
- Use AI wisely
Treat AI as a collaborator, not a creator. Make sure the final message stays true to who you are and your story.
- Embrace vulnerability
Perfection doesn’t build trust – authenticity does.
Personal branding isn’t about being seen, it’s about being known, understood, and remembered. In a world where technology is advancing faster than ever, your humanity is your greatest asset.
Start today. Pause. Reflect. Share your story. Your personal brand is not just a career strategy, it’s your identity, the impact you make, and the legacy you leave.
Bronche Cheng, CPA, CA, is a certified organizational coach, and former tax partner at KPMG. She now helps leaders unlock their potential through emotional intelligence, storytelling, and authentic leadership.
