Let’s get super clear on one thing here. This is NOT personal branding. Personal branding is gross.
A lot of people in the disability sector are uncomfortable with personal branding because it feels like self-promotion. Like bragging. Like putting yourself above the people you serve.
That’s not what professional branding is.
Professional branding is making sure the right people can find you, understand what you do, and trust you enough to work with you, refer you, or platform you.
It’s infrastructure, not ego. It’s choosing what you’re known for and what opportunities get sent your way. Mostly because you can only become ‘famous’ for one thing. If you don’t pick it, it’ll be chosen for you.
The difference between personal and professional branding
Personal branding is about you as a whole person; your lifestyle, your personality, your personal life. Think influencers, celebrities, lifestyle content.
Professional branding is about you as a practitioner; your expertise, your perspective, your professional body of work. It’s what you want to be known for in your field.
This course is entirely about the second one. I remember starting in this industry at 18 and being coached to seperate home and work. Your private life is for you, not the internet. Enjoy it. Cherish it. Protect it. This is work, so let’s keep it relevant.
Why it matters in the disability sector specifically
The disability sector runs on relationships and reputation. Referrals, partnerships, speaking opportunities, funding, media, etc. These things go to people who are known, trusted and visible.
If you’re doing excellent work and nobody outside your immediate circle knows about it, you’re limiting your impact.
A strong professional brand means:
- You are referred to you by name
- Conference organisers invite you to speak
- People call you for advice
- Partners seek you out
- Job offers find you
What professional branding actually requires
Consistency. Clarity. Confidence and Courage.
It doesn’t require a huge following, a podcast, a book deal or a TEDx talk. It requires being clear about what you stand for and advocating for it regularly. You won’t make a million fans overnight. You also don’t need a million fans. You only need one or two relevant people to find you. We all know that a few of the right people in your network can make all the difference.
Exercise
Write down five specific outcomes you want your professional brand to create in the next 12 months. Be specific: not “be more visible” but “be invited to speak at one major sector conference” or “become the go-to person for SIL expertise in Queensland.”