When it comes to reputation, money can’t buy class – or credibility. As Vinisha Rathod highlights in her new book The Briefcase Effect, personal branding is no longer a vanity exercise, it’s a survival skill. In a world where CEOs are judged as much for their courtside antics as their corporate wins, how you show up – online and in real life – shapes opportunity, influence, and impact.
Picture this: a billionaire CEO swipes a child’s hat courtside at a tennis match. Another is caught cheating at a Coldplay concert. Both behave badly, then double down with childish, classless defences. Rich? Yes. Reputable? Not so much. In a world fuelled by perception, powered by algorithms, and shaped by AI, your personal brand is the closest thing you have to real differentiation. Whether you’re climbing the ladder, pivoting careers, or building your own business, people don’t just buy your credentials. They buy you.
And the data backs it: 82% of people research a CEO’s online presence before deciding to work with or for them (Brunswick, 2022), 68% are more likely to recommend a brand if they follow its executives online (LinkedIn, 2024), executive reputation influences up to 43% of company market value (Weber Shandwick) and 56% of professionals say an executive’s digital presence sways their purchase decision (LinkedIn, 2024). So why are so many still getting it wrong? Here are the most common mistakes people make when trying to polish their personal brand and how you can do it differently.
1. Confusing popularity with presence
Followers ≠ influence. Visibility is not the same as credibility. And AI-generated content? People can smell it. We are living in a time of digital exhaustion. What cuts through now is realness. A personal brand built from the inside out, grounded in values, voice, and lived experience creates traction. Anything else just creates noise.
2. Connecting through title, not character
How often do we ask, “So, what do you do?” then instantly sort that person into a mental category? When we lead with transactions, we attract the same. But real brand equity is built on character, not titles. Ask instead: Would I trust this person with the most vulnerable in our society? What’s their moral compass when no one is watching?
3. Trying to be liked by everyone
Spoiler: not everyone will like you. And that’s a good thing. A strong brand isn’t universal, it’s magnetic to the right people. You can be professional and have differing opinions. That’s called leadership.
4. Shapeshifting to suit the room
We’re in a trust recession. In a world where trust now takes closer to 12 interactions to build (double what it used to), inconsistency is the silent killer. If you keep changing your story, presence or positioning, people will notice. Have a few “anchor” stories that communicate your values, your superpowers, and your why. Let those travel with you across conversations and platforms.
5. Your online self doesn’t match the real you
Tempting as it is to present a curated, glossier version of yourself, if the in-person experience doesn’t match the promise, that’s brand erosion. Especially for introverts or emerging leaders, don’t hide behind the grid. Show up aligned, not inflated. Your presence should feel like a handshake, not a pitch deck.
6. Your personal style is unpolished
Like it or not, how you dress is part of how you’re received. You don’t need designer labels; you can build a powerful signature look from second-hand stores and still have presence. It is worth investing to understand what makes you feel powerful and helps elevate you in the room.
7. Not building networks outside your circle
For years, I worked hard, kept my head down, and stayed in my familiar circles. But personal brands grow at the edge of discomfort. Get in the room. Say yes to the panel. DM the person you admire. The best opportunities don’t come from job ads they come from being out there.
8. Leading with wounds, not your worth
This one is close to my heart. As a woman of colour with no family network, no financial safety net, and no “in”, Yes, the system is unfair. Yes, the odds are stacked. But you don’t need to lead with pain. Lead with power. Let your work, integrity, and evolution speak before your wound does. That’s how we shift the system, not just for us, but for those who come next.
9. No digital footprint
If we can’t find you online in 2026, you’re invisible. A simple digital presence even just a sharp LinkedIn and a consistent tone is your 24/7 CV. Don’t let perfectionism keep you silent. People aren’t looking for polish. They’re looking for resonance.
The biggest mistake people make? Building their brand from the outside in. Trying to appear impressive, instead of asking: what do I want to be known for and why? In the age of automation, your humanity is your edge. You don’t need to be perfect. And, you just need to be consistent. You just need to be true.
Vinisha Rathod is a keynote speaker, advisor, and founder of P3 Studio, and author of The Briefcase Effect. With 15+ years shaping leadership, brand, and culture across sectors, she’s known for her sharp commercial insights and disarming warmth. Her book The Briefcase Effect is based on her signature 1:1s and workshops — a practical deep-dive for anyone seeking alignment, agency and traction. As a fierce advocate for systems that reward merit and capability, Vinisha is driven by a bigger mission: breaking glass ceilings and ending domestic violence through economic empowerment and community. More at thebriefcaseeffect.com
