Building a Personal Brand with Authentic Style & Public Relations
For anyone who’s ever felt the push and pull between their own style and the conventions of a corporate dress code, you’re not alone.
I’m still convinced that a crop top can count as business casual, which is probably why I’m no longer ‘corporately employable’ (at least, that might be one of the reasons).
Fashion is often viewed as superficial in professional settings, but it is a powerful tool for personal branding, helping individuals and business owners alike make meaningful connections and build authenticity in their public relations strategies.
As someone who has always loved dressing up, I’ve come to realize just how important personal style is in developing a brand that feels real and relatable.
Earlier this month, the Knockout Directive team was invited to attend Vancouver Fashion Week, which got me thinking about how our unique interests, particularly in areas like fashion, can be an essential part of building a personal brand that resonates with our target audience and supports our business growth.
From Business Casual to Bold Personal Branding
In my corporate days, dressing up meant navigating the unspoken rules of business casual. It was all about sticking to “safe” choices, which left little room for personality or creativity. I remember feeling somewhat restricted, as if my wardrobe choices had to fit into a narrow mold to convey professionalism.
In some ways, fashion felt even more limiting when I was just starting my career in the golf industry. At 21, there were few clothing options for women that allowed for both style and practicality. Women-led golf brands like Fore All and Sierra Madre hadn’t yet emerged, so I was limited to two or three standard pieces that didn’t feel aligned with my personal style or personality. It was as if my interests and professional image couldn’t coexist, leaving me longing for a way to blend both. And that’s what personal branding is all about: bridging the gap between who we are and how we show up in our industries.
Personal branding is about presenting an authentic version of ourselves — one that resonates with others because it’s real and true to who we are. Just as a brand’s colors, fonts, and voice contribute to its identity, so do our individual choices in attire, hobbies, and style. And while it might seem simple, these details help define a brand’s personality and values, creating a visual narrative that our audience can relate to. That’s why the way we present ourselves can be so powerful in obtaining public relations opportunities, too.
The Power of Authenticity in Building a Personal Brand
There’s a reason why the term “authenticity” is often cited as a pillar of strong personal branding. Today’s consumers, audiences, and communities are savvy, and they’re looking for leaders who bring realness and openness to the table. Authenticity isn’t just about being truthful; it’s about sharing parts of ourselves that help people understand who we are beyond our professional roles.
For me, fashion is one of these parts. Over time, I’ve realized how much this interest has helped me connect with others, both personally and professionally. It’s allowed me to build meaningful relationships through shared interests. In fact, many of the connections I’ve made on platforms like LinkedIn have stemmed from conversations about style and personal expression.
And it’s not just about making connections; it’s also about standing out. In a crowded industry, whether it’s public relations, marketing, or beyond, establishing a unique personal brand helps you stand apart. My love of fashion became a way to distinguish myself from the typical “business casual” persona, signaling to others that I was willing to embrace creativity, even in professional spaces. This doesn’t mean everyone has to prioritize fashion, but finding a way to incorporate a personal interest into your public persona can be a great way to engage with an audience that values authenticity.
Building Community Through Shared Interests
At its heart, personal branding is about building a community that identifies with the same values, passions, or goals. One of the most rewarding aspects of building a personal brand alongside my agency has been watching these communities come to life. In addition to connecting with people over professional topics, I’ve had the privilege of connecting over fashion, too, especially through the Women With Drive Golf & Social Club. It’s a community that brings together women who share a love for golf, as well as the challenges and rewards that come with being a female athlete in a traditionally male-dominated sport.
There’s something incredibly powerful about knowing there are others who understand the little anxieties we all have about “overdoing it” or “trying too hard.” These common experiences create a sense of camaraderie and comfort, reinforcing the idea that we’re not alone in our passions or insecurities.
When building a personal brand, fostering community is crucial. It’s not enough to simply broadcast a message; we need to engage, connect, and create spaces where people feel understood. Fashion, hobbies, and personal interests may seem secondary to our professional skills, but they’re often what draw people to us and help them feel part of a community.
Why Personal Branding Milestones Matter
Recently, attending Vancouver Fashion Week felt like a personal branding milestone — not because it was about fashion itself, but because it represented a moment of alignment between my interests and my professional brand. It was a reminder of the importance of staying true to oneself in all aspects of branding and public relations. Personal milestones, whether it’s speaking at a major event, attending an industry conference, or simply sharing a piece of yourself with others, create memorable experiences that contribute to brand growth.
As I build my brand, both individually and through Knockout Directive, these moments of alignment remind me that my personal brand is a collection of experiences, interests, and stories. Fashion may be just one piece, but it’s a piece that helps tell the story of my journey, my values, and my commitment to authenticity.
Personal Branding as a Tool for Public Relations
When we consider personal branding in the context of public relations, it becomes a powerful tool for generating visibility and building trust. PR is about crafting a story that resonates with your audience and conveys your values. Personal branding allows you to create that story authentically, offering insight into who you are as a person and what your brand represents.
For example, my experiences in the golf industry and my love for fashion are unique aspects of my personal brand that differentiate me in the field of public relations. By incorporating these elements into my professional persona, I’m not just another PR expert; I’m someone with a distinct perspective and story to share. This authenticity draws people in, establishing credibility and creating a brand that’s memorable.
Public relations professionals and business owners alike can leverage personal branding by identifying their unique traits, interests, and experiences and weaving them into their public image. Whether it’s a specific hobby, a personal style, or a unique background, these elements make your brand story compelling and relatable.
Takeaways for Building an Authentic Personal Brand
If you’re looking to build a strong personal brand, consider the interests, passions, and personal experiences that make you unique. Don’t be afraid to incorporate these elements into your public relations strategy. Here are a few tips:
Identify your unique interests: Think about the hobbies, passions, or values that define you and consider how you can share them as part of your brand.
Embrace authenticity: Personal branding is about being true to yourself, so don’t shy away from the details that make you stand out.
Foster community: Shared interests create connection. Engage with others who share your passions, whether through social media, networking groups, or communities within your industry.
Celebrate personal milestones: Take pride in the moments where your personal and professional life align, and recognize them as steps in building your brand. And don’t forget to share them on social media so your community can cheer you on.
By incorporating genuine interests and experiences into your brand, you’ll find that public relations becomes not just a tool for visibility but a way to form meaningful relationships that drive growth. And that, in the end, is what real brand success looks like.
And if you’re ready to take your brand’s success to the next level using personal branding and public relations, the talented team at Knockout Directive can help. Book a Discovery Call with CEO Katrina Owens to learn more about what working together can look like.