Personal Branding Revisited: Elevate Your Reputation

by Ashley Cheung, Principal & Founder, VPG

When I listened to Adam Grant’s WorkLife podcast episode by TED titled The Case Against Personal Branding, I found the narrative overly negative. Was I performing when I gathered the courage to speak up and try to be visible? In that episode, Grant argued that personal branding often turns into performance, superficiality, and inauthenticity. While I agreed with some of Grant’s points—like the importance of genuine work over superficial image—it seemed to dismiss the idea that personal branding, when approached ethically and mindfully, can be authentic and beneficial. I believe that personal branding, when grounded in self-awareness and honesty, can serve as a powerful tool for personal and professional development.

To challenge the conventional view of personal branding as insincere performance, I offer an alternative perspective. When I created my start-up, I did not know how to market my services. After completing Sasha Strauss’s branding course on Simon Sinek’s platform, I saw that personal branding is not merely about performing but about being genuine and consistent in one’s actions. This shift helped me overcome my initial fears of sharing personal stories. I learned that revealing my authentic self through storytelling not only increased my confidence but also opened doors to podcast invitations, panel discussions, and collaborative projects. I now believe that sharing our experiences supports others and enables us to connect more deeply with one another. And through this, Sasha and I became friends.

How cool is that, to be friends with a renowned brand strategy professor and Founder of Innovation Protocol, a brand strategy consultancy?

My understanding of personal branding underwent further transformation after taking Sasha’s class and doing my own research. Initially, my view aligned with what Grant suggests during his podcast

—that personal branding is a superficial pursuit, something reserved for those aiming to craft a polished image, rather than genuinely reflect who they are. Upon further reflection (as my role changed from an introverted employee to a start-up founder responsible for the company), I find it necessary to foster trust and authenticity, and build relationships. Done tactfully, it does not have to be all about self-promotion. It can propel growth and open new opportunities.

This quote emphasizes the importance of authenticity in personal branding. When individuals share their true selves, they establish credibility and invite others to trust in and relate to their story. Rory Vaden, founder of the Brand Builders Group, defines personal branding as the “digitization of our reputation”—a reflection of what others say about us, rather than what we say about ourselves. At the start of my entrepreneurial journey, I was hesitant to share my personal stories, fearing that it might come across as boastful. Instead, I hid behind my company and believed that my reputation within the IP space was sufficient.

Nearly six years as a start-up founder taught me the power of authentic storytelling. Sharing personal narratives helped me expand my network, build trust, and create opportunities for collaboration. Self-promotion doesn’t have to be about boasting, but can be framed to share ideas, inspire mentorship, and foster community. When approached ethically, personal branding becomes a tool for contributing to a larger purpose—helping others, exchanging ideas, and creating meaningful connections. I found many collaborators through networks such as ADAPT.Legal, ChIPs Network, How Women Lead, and the PTAB Bar Association. Had I not spoken up, I would not have fostered such a strong bond with like-minded professionals.

Another critical insight relates to the tension between personal identity and public persona. In the Chinese culture, the concept of “face” or “mianzi,” which emphasizes maintaining a certain social image, initially hindered me from being fully authentic. I was advised by family and friends to maintain privacy at all costs, fearing I might be hurt somehow. It wasn’t until I embraced a growth mindset—through reading, listening to podcasts, and continuous learning—that I started to shed my limiting beliefs. I viewed personal branding as a journey of self-discovery, one that evolves as I do. I recognized that no one is perfect all the time and that our identities are fluid, allowing me to be more inclusive, genuine, and innovative.

In essence, I’ve come to see personal branding not as a way to promote a false image but as an opportunity to share ideas, showcase authentic self-expression, and foster real connections.

Effective personal branding is about adding value and sharing insights, not merely seeking validation. Ultimately, personal branding is a continuous, deliberate journey of self-awareness and purpose—an essential aspect of growth in today’s interconnected and dynamic world.