Personal brand, confidence and resilience. The three anchors every comms professional needs

The comms world is unpredictable. Restructures, budget squeezes, shifting leadership priorities, and the comms team is in the thick of it, holding the megaphone while everyone else panics.

The people who thrive aren’t always the most experienced or technically brilliant. They’re the ones who are visible, confident, and resilient.

Let me tell you about Jane.

Jane was excellent at her job. The kind of person who quietly got on with it and made everyone else look good. But her manager regularly took the spotlight, and the credit.

When opportunities came up, Jane’s manager grabbed them, while Jane shrank further into the background.

When we started working together, Jane realised she didn’t really have a personal brand. Nobody outside her team knew the difference she was making.

So we focused on visibility. Not shouting louder, or stepping on toes. She built relationships with stakeholders beyond her immediate team, spoke up in meetings and asked to be in the room, even when it wasn’t expected.

A few months later, her boss went on maternity leave, and Jane was promoted into the role.

That’s why brand, confidence, and resilience matter. Because even when everything around you feels shaky, these three give you control.

Your brand: what people say when you’re not in the room

If you don’t shape your personal brand, other people will. And they may not get it right.

Too often, talented comms pros get pigeonholed as “doers” rather than strategists. Or worse, they become invisible.

Clarity is powerful. When you’re known for one thing, people remember you when opportunities come up. Inside your organisation, that might mean you’re tapped up for high-profile projects. Externally, it could mean being top of mind when a recruiter is filling a senior role.

Your confidence: how you see yourself

You can have the clearest brand in the world, but if you don’t have the confidence to express it, it stays invisible.

In comms, confidence is fragile. Everyone thinks they can do your job. Everyone has an opinion.

I still have imposter feelings in my 50s. My inner critic has a name: Gladys. Clipboard in hand, full Judge Judy energy. She tells me I’m too old, not qualified, not ready. She doesn’t shut up, but I’ve learned to manage her.

Here’s what helps:

• Write the thoughts down. Notice what triggers those thoughts. Look for evidence that those thoughts are untrue. Recognise them as thoughts and feelings, but not facts.
• Keep a Sunshine File. Store every compliment, every thank you, every LinkedIn recommendation as evidence of your impact and value.
• Act like someone who believes in themselves. That means saying yes before you’re ready, and aiming for progress rather than perfection.

Your resilience: how you keep going

Confidence helps you step forward. Resilience keeps you moving when the floor shifts.

It’s not about being unshakeable. It’s about recovering faster.

These three anchors help:

• Focus on what you can control. Your effort; your response; your energy – are within your control. Your manager’s behaviour; the company’s strategy; the economy – are outside of your control.
• Build your safety net. Peers, mentors, allies who remind you of your value. Keep your support network close and don’t be afraid to ask for help.
• Protect your energy. Boundaries aren’t indulgent. They’re essential. Don’t be afraid to communicate what your boundaries are.

Where to start

Personal brand gets you noticed. Confidence gets you heard. Resilience keeps you in the game.

Pick one small action in each area this week:

• Brand → Share a win in your next team meeting.
• Confidence → Start a Sunshine File.
• Resilience → Take one proper lunch break.

Small actions, done consistently, compound into big results.

Which of these three do you most need to work on right now: brand, confidence, or resilience?

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