Stand Out Without Selling Out: The Truth About Personal Branding

You Don’t Have to Peacock to Stand Out

What comes to mind when you hear the term “personal brand”? For many, it’s polished logos, perfect headshots, or a slick social media feed. For others, it might bring to mind peacocking—trying a little too hard to stand out. You’ve seen it before: someone who dominates the conversation with exaggerated stories, constantly name-drops, or interrupts to steer the focus back to themselves. It’s the person who seems more interested in impressing you than understanding you—leaving you feeling like an audience instead of an equal.

But that’s not personal branding. That’s self-promotion—and let’s be honest, no one really likes it.

When you understand and communicate your authentic personal brand, you’ll not only stand out—you’ll build trust, create meaningful connections, and attract the right opportunities.

What Is Personal Branding, Really?

There’s a big misconception about personal branding, and it’s time to clear it up: It’s not about creating an image—it’s about uncovering who you truly are.

Here’s a quick breakdown:

• Branding: Who you are—your identity, values, and strengths.

• Marketing: How you communicate that identity to others.

Logos, graphics, and slogans? Those are tools of marketing, not branding. Your personal brand is the story those tools tell. And the more authentic your story, the more it resonates.

Walking Away From the Comma

A few years ago, I walked away from a successful career in commercial real estate. About three months later, I attended a social event—the first formal setting since I left my career—where, for the first time in years, I didn’t have a title after my name.

At that event, I found myself awkwardly introducing myself by saying, “Hi, I’m Michael Davis... [blank stare] just Michael Davis.” It felt a little embarrassing and vulnerable, but also absolutely freeing. That’s when it hit me: Somewhere along the way, I had forgotten how to introduce myself and replaced it with introducing my work. I never intended to do that—it just happened slowly over time.

Maybe you’ve felt the same—like your work has slowly taken over how you define yourself. It’s a humbling realization, but it also opens the door to something bigger.

That moment pushed me to ask some hard questions: Who am I without a title? What makes me different? How do I define myself authentically?

When my wife, Susana, and I partnered with friends to acquire Worthington Realty, I still struggled with how to introduce myself. Saying, “I’m in real estate” felt generic, uninspired. I wanted to be able to tell people who I was—not just what I did. And that’s where everything started to shift.

Stop Saying What You Do: A Lesson From Real Estate Branding

You’ve probably seen it happen. Someone spends thousands of dollars on logos, headshots, websites, and social media managers—all the shiny stuff they think will make them stand out. And then, when someone asks, “So, what do you do?” their answer falls flat:

“I’m a fitness trainer.”

“I work in finance.”

“I’m in sales.”

No matter the field, this response rarely leaves an impression. All that effort, all that polish, and it’s undone in a single moment.

Let’s take real estate as an example. I’ve seen agents spend enormous amounts of time and money building a polished brand only to respond to the “What do you do?” question with:

“I’m in real estate.”

Or the pendulum swings the other way and the answer goes something like this:

• “I closed over 100 transactions last year.”

• “I’m a top producer in my market.”

That’s the peacock approach—grabbing attention with accomplishments and numbers. It might impress for a moment, but it doesn’t build connection.

The Hero vs. Guide Mindset

Here’s another big misconception: Many agents think personal branding is about positioning themselves as the hero. But clients don’t need another hero—they’re already the hero of their own story. What they need is a guide.

Hero Mindset:

• “I’m the #1 Realtor in my area, with over $50M in sales!”

• “I specialize in luxury homes and pride myself on being the best negotiator.”

Guide Mindset:

• “Buying your first home is overwhelming. I’m here to guide you step by step so you can make confident decisions.”

• “I’ve helped families just like yours find homes they love. Let’s talk about what you’re looking for.”

Clients don’t need to be impressed—they don’t care about your big boat or your fancy car. They need to feel understood and supported. A guide isn’t the center of attention—they’re the steady hand that helps clients make confident decisions.

Whether you’re in real estate, fitness training, or financial advising, being a guide means putting your client’s needs at the center of the story. When you do, you show that it’s not about your success—it’s about theirs. And that’s what creates trust, builds relationships, and ultimately sets you apart.

How to Build a Personal Brand That Guides

1. Know Your Strengths and Values

Your personal brand starts with understanding what makes you, you. Tools like CliftonStrengths® and VIA Character Strengths Survey® give you research-backed insights to uncover your strengths and values. They help you put words to what you’re already great at, making it easier to show up authentically.

2. Be the Guide, Not the Hero

Once you have the right words, Donald Miller’s StoryBrand® helps you craft a narrative that uses your values and strengths to guide your clients effectively and positions them as the real hero. Your role is to be their steady guide—listening to their needs, understanding their challenges, and helping them find the best path forward. A guide supports and gives direction without stealing the spotlight, ensuring the focus remains on the client and their success.

3. Show Up and Make Room

Authenticity means showing up fully as yourself while giving others the space they need. Being present and intentional in your interactions builds trust and makes people feel seen. When you balance your genuine self with an awareness of others, you create meaningful connections.

4. Keep Growing

Nothing stays the same forever—not your brand, your clients, or your goals. Reflect regularly to make sure your brand still feels like you and aligns with the people you want to work with. Change isn’t a setback—it’s a chance to refine and grow.

The Takeaway: You Don’t Have to Peacock

Your personal brand isn’t about razzle-dazzle or being the loudest person in the room. It’s about being real, knowing your strengths and values, and using them to connect with others in a way that actually matters.

When you focus on showing up as your authentic self, something amazing happens—you don’t have to try so hard to stand out. You just do. The trust you build and the way you make others feel is what they’ll remember.

What Makes You, You?

Now it’s your turn: What makes your personal brand special? Send me a message or connect with me on social media to share how you stand out. I’d love to hear from you. Share your story, learn from others, and grow together. Connection is how we all get better.