If you ask Lissa Appiah, personal branding isn’t about sounding impressive or having pro-quality photos, it’s about how you connect with people through your story.
Since 2021, the career strategist and personal branding coach has been sharing practical leadership advice for professionals navigating career growth.
In a recent sit-down with CIRA, Lissa explained why personal branding has less to do with acting like a content creator or influencer and more to do with shaping how people understand your expertise, values and reputation online.
Okay, so what does “personal branding” really mean?
“What personal branding really means is being intentional in shaping the narrative about what you do,” says Lissa.
That intentionality matters more than ever in a digital-first world where clients, employers and collaborators are likely Googling you before making decisions.
Whether someone discovers your work through LinkedIn, Instagram or your website, the information they find helps build trust before you ever speak to them directly.
“As a business owner, there’s value in shaping the message future or current clients are seeing about you instead of just leaving it up to whatever they happen to find online,” she says.
What’s the biggest mistake people make with personal branding?
Many people approach personal branding the same way they treat corporate branding: logos, colours, perfectly curated visuals and messaging polished to a sheen.
Focusing on aesthetics, however, can come at the expense of clarity.
“People think everything has to be perfect,” she says. “They think they need to sound impressive or use big words. But what matters more is whether people can connect with your actual story.”
The first step in telling that story is understanding what you’re trying to achieve with your personal brand.
“When you know your ‘why,’ you can reverse engineer your messaging based on this ‘why’ and not on having a perfect image or logo,” says Lissa.
What aspect of personal branding should someone focus on first?
If you’re building a personal brand from scratch, Lissa’s advice is to not obsess over metrics in the early stages.
“You might spend half an hour creating a post and then it only gets two or three likes, and you’re thinking, ‘oh my gosh, nobody’s looking.’ So, it can be very frustrating,” she acknowledges.
Instead, she encourages people to focus on being clear and consistent in their messaging. Over time, repeated visibility builds what’s known as “top-of-mind awareness.”
“It’s really the fact that people have seen your content multiple times. So, when they do need your service or hear of someone who does, you’re going to be the first person they think of,” explains Lissa.
For tactical first steps, she recommends starting with LinkedIn in addition to a website—especially for small business owners and service providers.
“If someone Googles your name, your LinkedIn profile and website are often the first things that come up,” she says.
That means completing your LinkedIn profile matters: your headline, About section, recommendations, contact information, experience and profile photo all help establish credibility. Lissa also recommends thinking carefully about the language potential clients are searching for online.
“My official certification title isn’t necessarily what people type into Google,” she says. “So, I use the wording my audience would actually search for.”
How do you start building trust with customers?
Lissa believes building trust and credibility comes from understanding your own value and expertise—even if you’re at an early stage in your career.
“When you recognize the value you have to offer, it makes it easier for other people to actually recognize that value,” she says. “I often hear, ‘I’m not qualified enough,’ or ‘this person has done this or that,’ but once you realize that you actually are qualified and have something worth sharing, that’s ultimately how you build trust and credibility.”
Consistency also plays a major role—showing up day after day with a clear message and point of view that doesn’t simply sway or bend with each passing trend.
“A lot of people underestimate the power of consistency, but it really does make a difference,” says Lissa. “Personal brands stand out when they communicate clearly, take a specific position and solve a particular problem. That consistency builds trust because people come to know you’re reliable.”
What role does a website and .CA domain play in building a personal brand?
While social media can help people discover you, Lissa says owning your digital presence still matters—especially for Canadian entrepreneurs.
When it comes to her own website, Lissa says she intentionally kept her .CA domain, despite serving a global clientele, because it reflects who she is and where her business was built.
Lissa also believes her .CA—and being outwardly Canadian online—helps her stand out in a sea of digital voices.
“I think having a .CA is almost a way to motivate other people to realize that you don’t necessarily have to be an American to do something great,” she says. “You can still thrive in a global market as a Canadian.”
Looking to take the plunge and kick-start your personal brand in big way? Start by registering your .CA below! It’s one of the world’s most trusted domains, and the single best way to show you’re Canadian online.
A .CA domain declares your business is proudly Canadian
Kira is the Content and Channel Marketing Lead at CIRA. She focuses on content, digital marketing and channel strategies to help Canadian business owners make the right domain choice for their business website so they can find success online.
