Personal Branding From the Roots Up, Part 2: Messaging Sin Vergüenza

Think about the last time you were at a professional event. A fellow attendee approaches to say hello, then asks, "So what do you do?"

On a scale of 1 to 10, how much do you love answering that?

Most business owners, organizational leaders, and professionals I've coached rarely love this question. A simple interaction suddenly turns into a “right answer/wrong answer” dilemma, with heartbeats racing and hands sweating. But it's hard to avoid, so we need to have a strategy. That’s what we’re doing in this installment of Personal Branding From the Roots Up. 

As Latinos, we’re often taught not to brag and not to take solo credit for something that was a group effort. That question, "What do you do?" asks you to brag and only focus on you. See the disconnect? Many of us shrink the answer down to a job title and quickly change the subject, or recite every employer or title, hoping the list will speak for us.

Neither one is doing you any favors. A title tells people almost nothing about who you are, and a spoken résumé makes eyes glaze over. The conversation that could have opened a door closes politely, and everyone drifts back to the snack table.

So how do you create a memorable message that feels true to you, boosts your confidence, and is grounded in your strengths? 

Step 1: Start With You

In the last article, we explored your core values, the things you hold dearly that guide your moral compass: honesty, integrity, comunidad, familia, and whatever else rose to the top of your list. Those values are the foundation of your personal brand, and now it's time to build on them.

Take a few moments to reflect on these questions. They're the building blocks of a personal brand message that stands out.

• What's important to you? Your values, mission, ideals, and passions.
• What are you great at? Your technical skills, people skills, and the gifts that come naturally to you.
• Who do you help? Who relies on you? Who benefits from your expertise?
• What's a key solution you provide? How do you make other people's lives and work better?

Having these answers identified gives you leverage and ease. You can speak honestly about yourself, because everything you say is rooted in your real strengths. There's no need to borrow a buzzword or claim a skill that doesn't belong to you.

Step 2: Be On Your Own Messaging Podcast

Before you jump over to ChatGPT or Claude to do this for you (you can do that later, but for now trust your human brain), start with your own words and answer the questions as if someone were interviewing you on a podcast. What's important to you? What are you great at? Who do you help? What's a key solution you provide? Respond naturally, like you're having a casual conversation with a friend or colleague. Tell a story or two to illustrate the point.

Record yourself and listen back. Now, pay attention to the parts that feel easy and natural, and the parts that feel forced. 

Step 3: Craft This Into What You Need

Now is the time you can use AI to help you along, if you choose. After answering the four questions, pop them (including your answers) into your favorite AI tool. Be specific with your prompt, asking for what you need, such as a 30 second elevator pitch, key talking points for an interview, or crafting a new bio.

Step 4: Make It Yours

From this vantage point, you're positioning yourself around your strengths and your values, in a way that lines up with your cultural perspective. Edit the AI versions to reflect your natural voice, and maybe you want to insert some humor or personality to round it out. (A client listed “Travel Loyalty Points Expert” to his bio, which turned out to be a great conversation starter). 

See how it sounds when you start with "I" (as in "I help...." or "I work with..." or "I lead...") versus starting with who you you help. Many of my program participants like starting with who they help because it feels more humble, yet doesn't miss the opportunity to flex their strengths. Yes, you can position yourself around your badassery and not sound like you're bragging!

Practice out loud, and adapt your messaging for the different rooms you walk into. No matter where you are and who you're interacting with, there is a way to authentically present your unique strengths and Deep Genius.

Next in the series: teaching others to talk about you, so your reputation can walk into rooms before you do.

Personal Branding From the Roots Up is a series by SVL Executive Cultura Ambassador Nancy Marmolejo, a respected leadership consultant and coach. The series shares its name with Nancy's culturally grounded program which she has delivered to hundreds of STEM professionals from underrepresented groups. The program helps professionals find a balance between the cultural messages they grew up with, which discourage bragging and self-promotion, and the need to map out a plan for career success. Find out more about Nancy by visiting www.talentandgenius.com