Wanting to be seen is one of our deepest human desires. We don’t just want to do good work; we want to be recognized for it. 

But if you’ve ever felt stuck – like you’re checking all the boxes and producing results, but still not reaching that next level – you’re likely missing the critical piece: a strong, intentional in-person personal brand.

In this article, you’ll discover the three critical components of brand alignment, my powerful three C's framework for self-reflection, and concrete actions you can take to shape your reputation, gain visibility, and finally get the recognition you deserve.

My personal realization: When hard work wasn’t enough

Before diving into the framework, let me share the exact moment I realized how important an in-person brand is.

At Condé Nast, we have two rounds of promotions a year. I had been on the campaign trail for six months: producing results, leading projects, and communicating my clear goal to my manager. I genuinely thought I had it in the bag.

When my boss walked into that review room, she wasn't smiling. I knew immediately I hadn’t gotten it. I was so disappointed, frustrated, and angry, but mostly, I was defeated. I was doing all the right things, but I wasn’t getting to that next level. What was missing?

The missing visibility factor

After a few days of reflection, I realized I wasn’t alone. I thought about others on my team doing great work, but who also weren't getting promoted. The common thread? They weren't being seen and visible by the right people – the decision-makers, the audience who held the keys to their next career move.

That was my lightbulb moment. If you want to be seen in a certain way, you have to actively shape how others see you, especially the important people. That is achieved by cultivating a strong in-person personal brand.

I’m sick of hearing only about the digital personal brand! While I’m actively building one on LinkedIn, you won’t be able to show up authentically or easily online if you don’t understand and build your offline, in-person brand first.

Understanding your in-person brand

So, what exactly is an in-person brand? It’s your unique reputation.

It’s what people feel when they see you, what immediately comes to mind when they think about you, and most critically, what they say about you when you’re not in the room.

The truth is, everyone already has a brand, whether you like it or not. It’s up to you whether you want to shape it. This takes work and a lot of reflection, but it is incredibly meaningful.

Introducing the three Cs framework

I’m excited to share my three C's framework for building a strong, aligned, personal brand. It works by clarifying and aligning three key areas:

  1. How you see yourself (Clarity): Your strengths, values, passions, and unique story.
  2. How others see you (Credibility): Your reputation and visibility.
  3. How you see your future (Commitment): Your vision, goals, and audience (the people you’re presenting yourself to).

When all three of these circles are clear and aligned, you have a powerful personal brand. When they aren't, you feel stuck.