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What Is a Personal Brand—and Why It Matters More Than Ever for Purpose-Driven Founders

If you’ve ever felt unsure about what a personal brand actually is, or quietly questioned whether you even need one, you’re not alone.


There’s a lot of noise out there. A lot of posts about visibility, a lot of pressure to constantly be "on," and an overwhelming sense that unless you're shouting about your achievements on social media, you’re falling behind.


But let me offer you a different perspective - one that’s rooted in purpose, clarity and quiet power.

Lisa Maynard-Atem smiling in front of a pink background, with text that reads: ‘I help purpose-driven founders show up, speak up and stand out’. Website navigation links include Home, About, Work With Me, and Blog.
Personal branding isn’t performance—it’s purpose. Show up with clarity, confidence and impact.

So what is a Personal Brand?

Your personal brand is the story people tell about you when you're not in the room. It's how you show up, what you stand for, and how consistently those two things align across every space you enter - online and offline.


It’s not about being loud. It’s not about having a perfectly curated feed or a viral moment. It’s about being intentional with your presence, your message, and your mission. For me, it’s the meeting point between who you are, what you value, and what you want to be known for.


Why it matters more than ever - especially now

I’ve spent the past few years immersed in spaces filled with brilliant, purpose-led founders. People building innovative solutions, running impact-driven organisations, and creating change in their communities. And yet, I can’t tell you how many times I’ve heard this:


"I’m doing the work. But no one knows about it."


The reality is: you can be the most talented, most mission-aligned person in the room, but if people don’t understand what you do, why it matters, and why you, then opportunities will pass you by.


A strong personal brand doesn’t just help you get noticed. It helps you be remembered. And in a world that rewards visibility, that can be the difference between being overlooked or being invited to the table.


Especially for women and underrepresented founders

Let’s be honest: the playing field isn’t level.


We often downplay our achievements. We’re told to "stay humble." We’re encouraged to build the thing, but rarely supported in promoting it.


But here’s the truth: visibility isn’t vanity. It’s viability.


If you’re trying to attract funding, form strategic partnerships, or grow your reach—people need to understand who you are, what you bring, and what you stand for. And more importantly, they need to believe it.


The cost of staying invisible

If you don’t shape your personal brand, someone else will. And more often than not, they’ll get it wrong. When you’re unclear or inconsistent about your message, you leave room for doubt. That can cost you clients, collaborators, funding—and confidence. I’ve seen too many talented founders stay on the sidelines simply because they didn’t feel equipped or supported to show up fully. I’ve been there too.


It’s why I now dedicate my work to helping founders build personal brands that reflect their values, their impact, and their voice.

Personal branding, without the performance

Here’s the good news: building a personal brand doesn’t mean becoming someone else. It means becoming more of who you already are—but with clarity and intention.


It’s the difference between:


  • Being active vs. being strategic

  • Being visible vs. being recognisable

  • Being busy vs. being aligned


When done right, your personal brand becomes a filter. It helps you attract the right people, opportunities and platforms—and just as importantly, helps you say no to what doesn’t fit.


Ask Yourself:


  • What do I want to be known for?

  • What values do I want people to associate with me?

  • Am I showing up in a way that reflects who I truly am?


If those questions spark something in you, I invite you to sit with them. Reflect. Journal. Talk them through with someone you trust. And if you’d like support bringing the answers to life, I’d love to walk that journey with you.


Your story is powerful. Your voice is needed. And your brand should reflect both.


Check out my website, to discover how I can help you : https://www.lisamaynardatem.com/work-with-me


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