The Double Edged Sword
As much as having an unstoppable personal brand can be life-changing, it’s also very much a double-edged sword if it isn’t handled with care.
On one hand, it’s a platform to showcase expertise, values, and your vision.
On the other, when your personal brand becomes closely tied to your business, it leaves little room for error.
Think about it, if an individual encounters a crisis or personal controversy that’s not handled with care, it can severely damage not just their personal reputation, but also the reputation of their organisation.
The standards you’ve spent weeks, months, or even decades building can quickly unravel if the situation is mishandled.
What happens next?
A ripple effect that impacts relationships with partners, clients, and the entire network of people who once placed their trust in you.
That’s a pretty scary thought, right?
Imagine for a second that, with just a single misstep, everything you’ve built could be at risk.
Decades of hard work could be overshadowed by a momentary lapse in judgment, an off-brand social media post, or a public response that lands wrong.
The Fragility of Authority in a Personal Brand
The tricky thing about personal branding is that once we’ve put ourselves out there as a face and voice of our organisation, there’s very little separation between who we are and what our business represents.
This means that when we share our stories, we’re always perceived as both a person and a brand intertwined.
If a crisis emerges, whether it’s a controversial decision, a social media misfire, or even a personal matter that gets publicised, this makes it difficult to separate our personal reputation from that of our business.
I often see small business owners, well-intentioned and eager to connect, sharing deeply personal highs and lows online.
It’s real, it’s human, and it resonates.
But… and this is the hard part, there’s a point where the raw honesty can begin to weaken our authority.
Decision-makers, clients, and partners start to see the struggles more than the successes, even when the intention is simply to be authentic.
The Value Of A “Case Study” Approach
Think of documenting your journey as building a collective case study.
In a case study, you wouldn’t list every mistake or misstep in full detail, your focus would be on the achievements, the growth, and the key takeaways that reinforce why your approach is valuable.
The same principle applies to building your personal brand.
Emphasise the achievements as the bottom line as this is ultimately what decision-makers care about most.
Whether you want new clients for your business or desire to climb a few levels in your organisation!
This isn’t about hiding the truth or sugar-coating reality; it’s about demonstrating your value and growth by carefully curating the story you share.
Authenticity doesn’t have to mean broadcasting every struggle or misstep; rather, it’s about showing up with integrity, especially during challenging times, and positioning each experience as part of a larger, forward-moving journey.
Handling Setbacks With Care
We can’t avoid setbacks or mistakes as they’re part of the journey.
But sharing them publicly requires a level of care and thought.
When a crisis or challenge happens in your career and organisation, take a step back before going public.
Ask yourself:
- Does sharing this help my audience see my resilience, or does it discredit my expertise?
- How will this affect the way decision-makers perceive me and my business?
Framing is everything.
You can still be genuine, but by sharing your insights on how you overcame challenges rather than focusing on the setbacks themselves, you maintain authority and provide valuable lessons to others.
Protecting Your Personal Brand In Times Of Crisis
So what do you do when something goes wrong?
When you’re a small business owner, how you handle setbacks is just as important as what you communicate about them.
Here are a few steps to protect your brand’s authority, even in a crisis:
- Take time to reflect before you respond: Don’t rush to share every detail. Consider the impact, and make sure your response aligns with your brand’s values.
- Acknowledge, but don’t dwell: If a public acknowledgment is necessary, address the issue briefly, outline the steps you’re taking to move forward, and pivot back to your strengths and goals.
- Show humility and growth: Instead of saying, “I made a mistake,” try framing it as, “Here’s what I learned, and here’s what we’re doing to come out stronger.”
Building a personal brand that’s both authentic and authoritative requires striking a balance.
Let your journey be real, but also be selective in what you showcase.
Your audience looks up to you for guidance and success stories that can inspire their own journeys, not for every bump in the road along the way.
After all, when we share our story, we’re shaping how others see us.
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