W&W #7: Personal Branding: To Be Present or To Be Hidden?

Have you ever asked yourself: Is personal branding ultimately about being present or being hidden?

People often talk about the importance of finding answers, but I've realized that the real power lies in asking the right questions. 'Wander & Wonder' is the series about that very journey: from the days of 'wandering' aimlessly through crossroads and career decisions, to the moment of 'wonder'—the moment I dared to ask and began to seek solutions for my own concerns.

Welcome to post #7 in the "Wander & Wonder" series, and let's reflect together on the question: "Personal Branding: To Be Present or To Be Hidden?"

W&W #7 - Personal branding

Lately, I've been reflecting a lot on the two words "brand," or more specifically, "personal brand." There are two conflicting opinions so strong they can be bewildering:

• Opinion #1: "The truly skilled, truly busy people don't have time for personal branding. They focus on creating value, and their work itself is the most powerful advertisement."

• Opinion #2: "In this day and age, not building a personal brand is a shortcoming. Some even play 'tricks' by having no avatar or cover on their LinkedIn profile to create a sense of mystery."

So, what is the truth? In my view, the issue isn't about "DOING" or "NOT DOING," but rather "HOW to do it" and "FOR WHAT PURPOSE."

Somewhere between these two paths lies a common dilemma for many people. Let's reflect on this issue together for a moment.

The foundation of a strong brand: Start with strategy, not action

Before thinking about what to write or how to appear, the more important question to answer is: "Why am I doing this?". This is what experts like Dorie Clark call a process of conscious reinvention. It’s not about random actions, but a project with a clear purpose. In marketing, this is the fundamental difference between "strategy" and "tactics." Tactics are the actions you take: a post, a photo. But strategy is the compass that always answers the "Why?" questions. Without a strategic compass, all actions are just aimless steps.

My compass is very simple: to create real value and deep connections.

It helps me realize that in a world of endless choices, trying to please everyone is the shortest path to becoming obscure. Instead, I choose to be "perfect for someone." This is also when I came to understand two foundational marketing concepts: Segmentation and Targeting. "Segmentation" is recognizing that within the crowd, there are groups of people with different values and needs. "Targeting" is having the courage to decide: "I will focus all my energy on this group."

The public is not a monolith. There will be people who need glamour, who need quick formulas for success. And there are people who, like me, cherish authenticity, the lessons from failure, and the values built over time. I choose the second group, the 10% who are truly "on the same wavelength." I have no ambition for 90% of the population to know and love me; I have no need to be a public celebrity. I just want to focus on creating the deepest and most sustainable connections.

The Signature, The Face, and The Responsibility of Clarity

I still remember my early days after graduation, one of the first lessons I was taught was: "You must be fully responsible for what you say."

It starts with my email signature. I always include my full name and information. In meetings, I always want the other person to see my face clearly. I don't believe in being vague or trying to appear "hidden" or "dangerous." I've seen some CEOs who only use a single first name in their emails, perhaps as a show of power. But I've also met extremely friendly and humble startup CEOs. I choose closeness, because it builds trust.

In marketing, these small, consistent actions are part of the "Reason to Believe." It's not just words, but living proof that your brand is trustworthy.

The story of "borrowed light"

The world today loves a picture with a celebrity or an influencer. But I am very strict about this. I am very cautious about appearing in the same frame as a famous person. I call it "borrowed light." I've never had the need to "borrow" someone else's image for my own brand. For a very simple reason:

The only thing I can truly know is my own value. The only thing I can hold onto is my own image. As for others, what their value and status are built upon is beyond my ability to fully comprehend.

This philosophy of mine is the foundation of authenticity, one of the most important factors in building a strong brand. It ensures that what I share is built from my own value, not from the fame of others.

Therefore, I only choose to appear in the same frame as another person in three cases:

• When I am representing my company's brand & have a working relationship with that person.

• When collaboration creates real value for both parties on a personal level.

• And finally, when I genuinely admire them as individuals, even if there are no professional benefits between us.

The number of people I proactively ask for a photo with is even smaller. It's not arrogance; it's respect. Respect for my own value and respect for the journey of others. Self-generated light may not be dazzling, but it is enduring and warm.

So, ultimately, why do we build a personal brand?

After all, its purpose isn't to "polish" a name to make it sound grand. Its purpose is far more practical and profound:

• To accurately introduce who you are.

• To create value with the right people you need to connect with.

• And most importantly, to control what is true about you in a world of illusion and fabrication.

I remember a funny memory from a corporation I used to work for. When I resigned, a high-level colleague spread a rumor that I was let go because I asked rambling questions at a leadership conference. The truth was, after I resigned because I was bored with my initial position, they asked me to stay and moved me to a different role. When an assistant recounted the story to me, I found it quite amusing. Their worldview reflected their own insecure inner self, not the existing reality. This reminds me of the book "Brag!" by Peggy Klaus. She points out that many of us are afraid to talk about our accomplishments for fear of being called a "braggart." But confidently stating the truth to protect your own story isn't showing off; it's a necessary act.

This is also when I realized an important truth: a brand isn't a product, but a "mental image" in the public's mind. The reason I'm always myself, always using "mình" instead of "tôi" in my Vietnamese writing, is because that's how I've always referred to myself, and one day I want to switch to "we" with deep knowledge & universal perspectives. Furthermore, it's a reminder to set my ego aside, to write and receive feedback with a learning mindset. Building a personal brand, therefore, is an act of proactively creating and protecting the "mental image" you desire.

In a world that is always trying to make you someone else, being completely yourself is already a success.

So, what is the answer to the opening question?

Personal branding is not a battle between "being present" and "being hidden." It is a journey to answer the question: "How can I express my value most effectively and sincerely to the right people who need me?". Here are a few takeaways from my personal compass:

1. Branding is to "illuminate," not to "polish": The purpose is not to create a more glamorous version, but to illuminate your true self and values. Your stories and experiences are the most powerful "reasons to believe."

2. Be the most authentic version, not the most perfect version: Daring to share your mistakes creates a greater power of connection than any perfect image. This is the "document, don't create" philosophy that Gary Vaynerchuk always emphasizes: share your real journey, that is the most valuable content.

3. Focus on the depth of connection, not the breadth of the crowd: Have the courage to choose your 10% audience and serve them in the best way possible. A deep connection with one person is more valuable than a thousand "likes" from people who don't truly understand you.

If you're still wondering about your value, try a small exercise: ask 3 people you trust most, "In your opinion, what is my greatest value or strength?". You might be surprised by what you hear.

Ultimately, the answer is not "to be present" or "to be hidden." It is to be present purposefully and authentically for the right people who need you.

I hope these words resonate with you, and perhaps, we might find another common point on this journey. Hope to see you one day soon.

Jasmine Nguyen