does the term "branding" make you cringe?

In a recent coaching session, my client resisted the idea of developing their professional brand—not because they didn’t see the value, but because the word itself didn’t sit right with them.

I’d been thinking about this too, so I quickly pulled up a couple of AI-generated lists I had made to find a better term. The first was a straightforward list of alternatives, and the second was my request to make those terms feel more authentic.

Once we found a phrase that resonated, their resistance evaporated. Suddenly, my client could engage with the deeper task at hand—crafting a clear professional identity that supports their goals.

Beyond "branding", this coaching session was about playing with perspectives. It’s a reminder that when we feel stuck, sometimes all we need is a shift in perspective. And that’s exactly what coaching helps facilitate.

Here’s the list—what resonates most with you?

📝 Prompt: "What’s another phrase to describe professional branding?"
Personal professional identity
Career signature
Professional reputation
Career persona
Work identity
Professional narrative
Executive presence
Personal marketing strategy
Career image
Personal value proposition

✨ "Make these more authentic"
How you show up professionally
Your career story
The reputation you build at work
Your unique contribution
How others see your professional self
Your work legacy
What makes you stand out in your career
The way you communicate your value
Your professional vibe
What you’re known for in your field