A powerful session on personal branding was delivered by Lulu Raghavan, president APAC, Landor, at the inaugural 'See It Be It' India event hosted by Manifest and Indian Creative Women in Mumbai on 14 November in association with Snowball Studios. Raghavan’s message was a galvanising call to action: personal branding is not a vanity project, but a necessary ‘career insurance’ for professional acceleration and amplified impact.

Describing herself as a ‘brand and design evangelist,’ Raghavan grounded her talk in the philosophy that intentional self-promotion is key to success. She shared her personal journey, which includes mentoring hundreds of young women and channeling her insights into a website, a newsletter called ‘Ideas to Play With,’ and her book, ‘Go Further Faster.’

Explaining the book’s title, she said, “Some people think it’s about hacks to become CEO. But ‘Go Further Faster’ is actually the result of decades of building trust, delivering performance and staying connected. If I knew these things when I was much younger, I would have been better off," she added.

Why personal branding matters — whether you like it or not

Addressing common misconceptions on the subject, Raghavan noted that women often hesitate to self-promote. “I hear young women say, ‘I just want my work to speak for itself.’ Or that it feels ‘crass’ to talk about own achievements. But in reality, silence can be more detrimental, she cautioned.

Quoting Jeff Bezos, she reminded the audience, “Your brand is what people say when you're not in the room. And that reputation is being shaped every day - either intentionally or by default.”

“Are you a passive player, or are you intentionally shaping your story?” she asked the audience, likening an unmanaged personal brand to an unbranded, generic product, or even a ‘trapeze artist without a safety net.’

She urged the audience to move beyond blending into the ‘sea of sameness’ and realise their full potential. "Without a personal brand, you have no career insurance. Hopefully, that's woken you up to thinking about why you should invest in your personal brand.”

Challenging the common debates around self-promotion, Raghavan introduced a powerful framework that indicated the consequences of being a ‘workhorse’ - someone with a high productivity who fails to showcase their achievements, and equally against being a ‘show pony’ - someone who only screams about their achievements without delivering substance.

"The people that organisations value the most are the ones who are able to balance the two. They deliver substance day in and day out, but they also find a way to showcase their achievements." This requires an intentional approach, she asserted, underscoring the sentiment that building a personal brand is about intentionality.

Discovering and designing 'brand you'

Before rushing to create websites or LinkedIn content, Raghavan urged attendees to start with deep self-reflection. “Don’t start posting until you have taken time to sit with yourself and think about what you want to be known for.”

She recommended tools like the 360-degree audit and the ‘Johari Window’ to uncover ‘bright spots, blind spots and hidden gems’ that can shape one’s authentic brand story. From there, she introduced the simple but powerful three-part framework used in branding: purpose, positioning, and personality.

In an introspective exercise, Raghavan suggested writing an obituary of how one wants to be remembered. “It sounds strange, but it forces clarity. You suddenly realise what truly matters and whether you’re being intentional about getting there.”

Another persuasive exercise was crafting a sharp, compelling ‘elevator pitch’ - a 10-second explanation of one's USP. She also encouraged the audience to identify what brings them joy and energy in their work to find their unique niche. 

Designing one’s personal brand involves consciously shaping the visual assets and associations linked to one's name, which includes everything from the tone of voice to professional presentation. Raghavan encouraged attendees to consider the visual and verbal cues people associate with them: colours, fonts, imagery, and tone.

On social media, she offered simple clarity: “Choose one platform to shine on. You don’t have to be everywhere.” What matters more than platforms is consistency. “Clarity, consistency and commitment — that’s how brands build trust, and you must do the same for yourself.”

She also recommended investing in a professional photo shoot: “You don’t have to look like a model - just your authentic self. Ensure your visual representation is authentic and professional, as people form impressions of who you are and what you might bring to the table."

In closing, Raghavan left the audience with a powerful reframing of the concept. 

"Ironically, personal branding is actually not about you. It's about stamping the value that you bring to others."

She urged the audience to view their personal brand as a "gift that keeps on giving," encouraging them to "truly invest" in themselves to drive career success and make a lasting impact.