In the business community, I wear a lot of hats, but they all fall under the same umbrella: Branding, Communications, and Marketing Leader. My job is to make my clients (or the companies I work with) look good. In many ways, I’m like a ghostwriter, working behind the scenes to craft their story, polish their image, and make sure the spotlight shines exactly where it should.

But here’s the twist: in today’s world, it’s not enough to just make them look good. To stay relevant, to create new opportunities, and frankly, to keep from looking like I’ve disappeared into the ether, I also must brand myself.

And that feels… different.

For years, the goal was simple: if you know my clients, then I’ve done my job. You don’t need to know me. Yet, the rules of engagement have shifted. Social media has become less about who you represent and more about how often you show up. Staying visible now means posting frequently, staying “top of feed,” and yes, sometimes trading quality for quantity.

The irony is, as someone who spends my days advising companies on authenticity, differentiation, and thought leadership, I still wrestle with my own content. Should I focus on being visible? Or should I stick with what I know best, quality storytelling?

Spoiler: I still choose quality (or at least, I hope it’s quality).

The Social Media Reality Check

Let’s be honest: social media today runs at lightning speed. Platforms reward consistency and frequency, not necessarily depth.

• Hootsuite found that posting weekly on LinkedIn leads to a 2× lift in engagement compared to less frequent posting.
• Sprout Social reports that 86% of people believe transparency from businesses is more important than ever, and lack of it can drive customers to competitors.
• And from Sprout’s Q1 2024 Pulse Survey, 78% of consumers (and 88% of Gen Z) said a brand’s social presence has a larger impact on whether they trust that brand, compared to just a year ago.

So, what does that mean for someone like me? To stay relevant, I need to show up consistently (because the algorithms demand it), but I also have to stay true to my voice (because authenticity is non-negotiable).

It’s a bit like being asked to be both the opening act and the headliner, while still managing the stage lights for everyone else.

Managing Multiple Brands: Theirs and Mine

As a consultant, my role is split. On one side, I’m fully invested in managing my clients’ brands. I work hard to position them as trusted advisors, innovative leaders, and the heroes of their industries. That’s where the bulk of my energy and creativity goes, and where it should.

On the other side, there’s me. The strategist who’s supposed to also be the face of her own consulting brand. The one who needs to prove she can “walk the talk” by keeping her own presence fresh, thoughtful, and engaging.

It’s a balancing act, and honestly, sometimes I drop the ball. But here’s what I’ve learned:

• Clients will always come first.
• My personal brand needs enough attention to show I practice what I preach.
• Quality matters. Even if the algorithms don’t always agree, people do.

Why This Matters

Building a personal brand isn’t about ego, it’s about opportunity. According to LinkedIn, professionals with a strong personal brand are 27% more likely to be approached with new opportunities .

So yes, the pressure is real. But at the end of the day, I’d rather post less often and say something that matters than chase likes with filler content. My clients hire me for quality, not volume, and I owe the same to myself.

So, who am I?

I’m a Branding, Communications, and Marketing Leader. A behind-the-scenes orchestra director managing all the instruments that create the brand. A consultant who champions quality over quantity. And, reluctantly but necessarily, a brand of my own.

The world may reward frequency, but I’ll keep betting on quality. Because whether it’s for my clients or for myself, relevance isn’t just about being seen. It’s about being remembered.