The Brand Called You: How to Market Yourself Like a Fortune 500 Company

When people hear the word “brand,” it’s easy to think of ad campaigns, logos, and big-name companies. But what most don’t realize is that we all have our own personal brand–whether we want to or not. It’s made up of the perceptions from those around us; whether it’s friends, managers, coworkers, or LinkedIn connections. The question is: who’s in control of your brand?

That’s where Jodi Kahn, Chief Innovator and Brand Strategist at 4Sight Focus, has the answer. Having started in chemical engineering before finding her passion for brand strategy, Kahn knows the challenges–and opportunities–of a career pivot, as well as the power of shaping how others perceive you to succeed across industries. 

Your Brand Already Exists–Whether You Know It or Not

You don’t have to be an influencer or CEO to have a personal brand. Kahn reveals that your brand isn’t a buzzword you give yourself to seem more influential. It’s the way you’re perceived. 

“A personal brand is truly just how you’re viewed,” she explains. “It’s a perception. It’s not a reality. People want to think their brand is in their control and that they can influence it, but ultimately, it's how other people see you.”

In other words, you may think you’re being recognized for hard work and reliability, but if others see you as hesitant or overbearing, that perception shapes your brand just as much as your accomplishments do. Recognizing this gap is the first step toward taking ownership of your narrative.

Approaching Your Brand Like a Strategist

When strategists approach a brand build, they follow a series of steps to gather information and speak to the right people. Kahn believes the same principles companies use to define their brands also apply to individuals.

Define Your Audience

Every brand begins with its audience, and your career is no different. “Your brand audience is everyone you want to influence,” Kahn says. That could include your manager, peers, direct reports, or even your broader industry. As you move up in your career, your audience naturally expands, and so should your efforts to manage perception.

Do Your Research

You may think you know how others perceive you, but chances are you’re missing key insights. Kahn recommends surveying colleagues or mentors with a simple question: How would you describe me? One early piece of feedback shaped her leadership approach dramatically. 

A manager once told her she didn’t need to be the first to speak in meetings. “I thought the perception was I’m a go-getter,” Kahn recalls. “No, the perception was I’m overbearing, I’m a steamroller, and I needed to walk back from that.” That feedback made her more intentional about listening and ultimately improved her effectiveness as a leader.

Craft a Clear Value Proposition

Clarity is everything. “You’ve got to be able to boil it down into a really short, concise statement,” Kahn says. She recommends a simple framework: I’m the [X] who helps [Y] achieve [Z]. For example, her own version is: “I’m the wicked smart catalyst who helps teams and companies unearth rich growth opportunities that leverage their unique capabilities.”

The power of this approach is that it’s short, memorable, and easy to repeat, just like a great tagline.

Strengthening Your Brand

According to Kahn, the work doesn’t stop once you’ve decided to “own” your brand. It takes time and continual effort to grow it alongside you, which is where the following steps come in. 

Invest in Personal Communication

In an age of endless LinkedIn posts and email blasts, Kahn believes personal outreach matters most. “The only channel that’s left to move the needle is personal communications,” she says. A quick note, a thoughtful article shared, or a coffee meeting are the kinds of interactions that stick. Kahn even makes it a habit to reach out to two or three people each week, not to ask for anything, but simply to keep relationships alive.

Build Stories, Not Just Skills

When Kahn made career pivots, she didn’t lead with her resume bullet points. Instead, she leaned on stories that illustrated her strengths in action. “Advice doesn’t fly, but stories do,” she says. By reframing experiences as narratives, you make it easier for others to connect with your abilities and remember them later.

Revisit Your Brand Regularly

Brands evolve and so should yours. Kahn suggests making brand check-ins part of your career routine. Once a year, ask colleagues how they’d describe you. Does it align with the story you want to tell? If not, it’s time to course-correct.

Common Pitfalls 

For all the talk about personal branding, Kahn outlines some of the mistakes people make along the way.

One of the biggest? Assuming results will speak for themselves. “I believed for too long the results will speak for themselves, and they won’t,” she says. “If you truly only care about the results, you won’t move up or be recognized.”

Another pitfall is trying to be someone you’re not. Chasing a certain role or trying to fit a mold often backfires. Instead, focus on aligning your authentic strengths and passions with the story you want to tell.

And finally, avoid letting imposter syndrome hold you back from owning your wins. Kahn admits she once struggled to describe herself positively until colleagues pushed her to embrace their feedback. “No one will sell you better than you will sell yourself,” she says. Sometimes, hearing others’ words about you gives you the permission you need to claim your strengths.

Owning the Brand Called You

Whether you’re early in your career or decades in, your personal brand is already shaping how others perceive you. The question is whether you’ll take control of it. As Kahn puts it: “You have a brand whether you want it or not. The only question is, who’s in control of it?”

Like any Fortune 500 company, the most successful professionals don’t leave their brand to chance. They define it, refine it, and use it to open doors. Your next promotion, opportunity, or partnership may depend not only on the work you do, but on the story you tell about it.

So don’t wait for others to write that story for you. Start now, take ownership, and build the brand called you.