Let's talk about something many of us secretly dread—personal branding.
For Shaye, the whole concept felt uncomfortable, even gross. But she’s learned that building a personal brand is not just about self-promotion; it’s about making the impact she always wanted to make. Despite the cringe, Shaye found herself leaning into personal branding for the sake of her mission, and she has a lot to share about why it’s worth it.
Shaye sat down with Chad Barnier on the Statement Brand podcast to discuss his approach to LinkedIn and personal branding. This blog is just ONE thread of the conversation. Want more?
Click here.
Why personal branding feels gross
If you think personal branding feels icky, Shaye is right there with you. The pressure to make yourself a product can feel like putting your ego on display for everyone to judge. Shaye reflected on how she used to resist putting her face at the forefront of her business, Pallas, which is an expert financial consultancy for women in business.
"I was so stuck in moving forward in my business because I couldn't get past this idea of me being at the front of it,"
she explained.
She called it the
"Shaye Show,"
—a sentiment tied to an annoying critique from a previously toxic boss– and it was exactly what she didn’t want her business to become, which made her imposter syndrome kick into hyperdrive.
"I want to run a business, not just a consultancy,"
she says.
To her, it was vital that Pallas be more than just her—that it could grow, scale, and eventually bring in others. But at the same time, she came to realise that without putting herself out there, without sharing her story, Pallas couldn’t reach the women who needed it most.
The internal conflict many business owners face
How do you create a brand that feels authentic, without making it all about you?
The reluctant personal brand
For Shaye, the journey toward embracing personal branding began when she realised it wasn't just about her—it was about the people she wanted to serve. Personal branding wasn't about showing off; it was about sharing the journey, the lessons, and the struggles in a way that could inspire and help others.
"If no other women see it, that's a missed opportunity for them to develop the confidence,"
she said.
"It's all about that whole concept of 'you can't be what you can't see.'"
This realisation led Shaye to reframe her discomfort. Instead of seeing personal branding as self-promotion, she started viewing it as an act of service. By sharing her authentic self, she was paving the way for other women to do the same—to show up, to take up space, and to run their businesses confidently.
Embracing personal branding as a service
Personal branding
can be a powerful way to lead by example, but it requires vulnerability and authenticity.
How to embrace personal branding without losing yourself
Shaye’s experience highlights a key truth: building a personal brand doesn’t mean you have to make it the
"[Your Name] Show."
It’s possible to embrace self-promotion in a way that feels authentic and purpose-driven. Here’s how Shaye did it:
1. Focus on value, not vanity
Shaye realised that personal branding wasn’t about putting herself in the spotlight for the sake of it. It was about offering value—sharing insights, experiences, and lessons that her audience could benefit from.
"I literally have a diary note every Friday,"
she said,
"to think about things that I think are useful for my audience, to dump down a bunch of thoughts and now, bless ChatGPT, to help make them pretty."
2. Set small, manageable goals
To keep her personal branding efforts sustainable, Shaye set small goals. She would post twice a week on LinkedIn—a short-form post on Tuesday and a longer, more thoughtful piece on Wednesday.
"Consistency is better than turning up and busting yourself,"
she said.
For Shaye, the key was not overwhelming herself with an impossible schedule but turning up in a way that she could maintain.
3. Remember who you’re doing this for
Shaye found her motivation in the women she wanted to help. By sharing her own struggles and triumphs, she hoped other women could see themselves in her and feel inspired to take action.
"If no other women see it, then that’s a missed opportunity for them to develop the confidence to say, 'Hey, she’s kind of like me. Maybe I could do that too.'"
Personal branding is an act of service
At its core, Shaye’s personal branding journey was about making her mission visible. It was never about gaining recognition for its own sake. Instead, it was about inspiring other women by showing them what was possible. Even though personal branding still feels uncomfortable at times, Shaye’s perspective shift has made all the difference.
By thinking of personal branding as an
act of service
, rather than self-promotion, she found a way to align it with her values.
She admits it’s still a work in progress. There are still days when putting her face online feels
"icky."
But the thought that her vulnerability might help someone else makes it worth every cringe-worthy moment.
"I think, if I can do this hard thing that gives me the ick every Friday, then next week something else that I find hard is not gonna be as hard,"
Shaye shared.
For her, it’s about pushing through the discomfort so she can create the impact she knows is possible.
Final thoughts
Personal branding may never feel entirely comfortable, but for those who want to create change, it's a necessary part of the journey. Shaye Thyer’s story is a reminder that you don’t have to love every part of the process to make it meaningful. You just need to find a reason bigger than yourself to keep showing up.
After all, it’s not the
Shaye Show
—it’s about all the women she’s striving to help.
Want more?
Shaye sat down with Chad Barnier on the Statement Brand podcast to discuss his approach to LinkedIn and personal branding. This blog is just ONE thread of the conversation. Want more? Click here.
