View your personal brand or "likeness" not just as a marketing tool, but as a strategic asset that generates deal flow. This asset grants access to rooms and relationships that can be converted into partnerships, ownership stakes, and long-term revenue streams, fundamentally shifting you from talent-for-hire to an equity holder.

While confidence is valuable, it can lead to carelessness. A state of being "fully present"—total immersion in the moment without self-consciousness—is a more powerful and reliable driver of peak performance. It replaces ego-driven thoughts with heightened awareness and flow.

Don't conflate confidence with self-assurance, which is the *accurate* assessment of one's skills. Many top performers downplay their expertise out of a false sense of humility. This incongruence can be misinterpreted by others as manipulation, confusion, or a risky inability to self-assess.

The term "personal brand" is modern slang for the timeless concept of reputation. Social media's power is that it acts as a lever, scaling that reputation to a much wider audience than ever before. A larger, more positive reputation directly translates to a higher volume of inbound personal and professional opportunities.

Competence is the most overlooked element of personal branding. It isn't charisma or visibility, but the 'quiet power' of consistently demonstrating your expertise and the 'why' behind it. This is the substance of your brand that builds trust over time.

True self-awareness involves publicly admitting your weaknesses. By openly stating what you're bad at (e.g., 'I suck at 99% of things'), you build immense credibility and trust when you then declare your strengths. This approach validates your expertise in your core competencies.

A powerful brand shifts its focus from "look at me" to "sit with me." Instead of a solo spotlight demanding attention, think of your brand as a campfire that invites others to gather around. This community-centric approach fosters deeper loyalty and engagement.

Do not wait to feel confident before you start a new venture. Confidence isn't something you find; it's something you build through the repetitive act of showing up and doing the work, even when you're terrified. It is a result of consistent courage, not a cause of it.

The Tim Hortons CMO views her personal brand not as a passive trait but as a conscious leadership choice, focusing on being empathetic while projecting confidence. She maintains this through dedicated self-reflection during activities like exercise and playing piano, ensuring her actions consistently align with her stated values.