Your brand is not what you say it is, it is what other people say about their experience of you. You are not good at something because you tell people you are, your strengths are defined by what other people decide about you on their own. Your weaknesses are not your internal soul-crushing insecurities, they only become a problem when they are visible to the outside world.

When you start to think about how you want to present yourself or your business – whether it be in your branding, the way you interact with people on social media, or the way to write on your blog – don’t judge whether something is right based on your own opinions. Ask yourself, “How will other people react to this” and “What message will they interpret from it?” Your own bias should not be the deciding factor. After all, you’re not trying to sell to yourself, you’re trying to sell yourself to other people.

Unless you’re very lucky and your ideal client is exactly like you of course…