Battling impostor syndrome when building personal brand

In this article, based on an upcoming episode of The Sales Syndicate Podcast featuring Tom Boston, Brand Awareness Manager at Salesloft, we explore the nuanced stages of battling impostor syndrome, the strategic importance of personal branding, and practical tips for success.

Tom’s journey is a narrative of resilience, self-discovery, and strategic intent. His insights offer valuable guidance to sales professionals navigating the intricate landscape of self-doubt and professional growth, with key takeaways for those seeking success in the competitive world of sales.

In this article:

1. Battling impostor syndrome in sales
2. Overcoming impostor syndrome
3. Personal branding in sales
4. Building a personal brand
5. How to measure success with personal branding
6. Connecting with audiences using relatable content
7. Tips for overcoming impostor syndrome and building a strong personal brand

Battling impostor syndrome in sales

Tom Boston's early experiences in sales were marked by a quest for the right professional home. Over the course of three years, he navigated through three different Sales Development Representative (SDR) roles, searching for a company that resonated with his ambitions and values. The turning point in his career materialised when he joined Salesloft, a move that not only marked the end of his company-hopping but also sparked the beginning of a transformative chapter.

His story resonates with many professionals grappling with the pervasive impostor syndrome – a phenomenon that plagues even the most accomplished individuals. Tom candidly admits that, despite finding his stride at Salesloft, he initially struggled with a lack of presence on LinkedIn. Recognising the platform's potential as a catalyst for personal and professional growth, he decided to carve out his space and amplify his voice.

For Tom, building a brand on LinkedIn wasn't just about showcasing achievements: it became an instrumental component of his prospecting cadence. It was a deliberate step towards establishing credibility and fostering connections in an industry that thrives on relationships. Through authenticity and consistency, Tom not only conquered his impostor syndrome but emerged as a testament to the power of personal branding in the competitive landscape of sales. His journey serves as an inspiration to those grappling with self-doubt, demonstrating that resilience and strategic self-promotion can pave the way to success in the dynamic world of sales.

Overcoming impostor syndrome

Tom's struggle began as he found himself in a new city without the safety net of connections. The unfamiliarity of the terrain exacerbated his feelings of being an outsider, a sentiment intensified by his lack of industry knowledge, specifically grappling with the alien lexicon of acronyms like CRM, BDR, and others. This linguistic divide left him feeling inadequate and, in his own words, like an impostor in the competitive sales landscape.

The challenge didn't end with acronyms. Tom felt compelled to modify his accent and conceal his background in retail, fearing exposure as an impostor. The psychological toll was significant, and even as he gained experience, the spectre of impostor syndrome persisted, manifesting itself as a haunting fear of being perceived as a 'call-centre bloke.'

Impostor syndrome, Tom argues, is a silent adversary that plagues many in the sales profession. The toll it took on his early days was palpable, causing panic and stress, particularly before meetings with CEOs. The pressure to appear on par with these high-profile individuals led him to a cycle of anxiety, fearing misspeaking or being caught out of his depth.

In sharing, Tom hopes that his experience will resonate with others grappling with impostor syndrome, fostering a sense of solidarity in an industry where the facade of confidence often conceals inner turmoil. The fear of judgment, the need to omit certain experiences from a LinkedIn profile, and the perpetual worry about the optics on a CV are challenges shared by many. Tom's revelation about his hiring manager at Salesloft challenging assumptions speaks to the importance of cultivating workplaces that prioritise individual growth and well-being, dispelling the toxic notion that leaving companies reflects negatively on an individual. In unravelling the layers of his journey, Tom emerges not just as a sales professional, but as a resilient soul who conquered the shadows of impostor syndrome, leaving behind a beacon of hope for those navigating their own labyrinth of self-doubt.

Personal branding in sales

Tom emphatically stresses the importance of personal branding for sales professionals, emphasising its role in solidifying reputation and fostering approachability. In an era where relationships are paramount, a well-crafted personal brand can serve as a bridge, making salespeople more relatable and credible in the eyes of potential customers. This, Tom contends, is a strategic advantage that shouldn't be underestimated.

A carefully curated online presence can seamlessly complement the sales process, becoming a key component in the arsenal of a successful salesperson. The lesson here is clear: it's never too late to embark on the journey of building a personal brand, and the dividends can manifest relatively quickly.

Overcoming the pervasive impostor syndrome, a challenge that resonates with many in the sales domain, is a process that requires patience and practice, Tom suggests. The decision to cultivate a personal brand often stems from a desire to fill a gap in the sales process. Yet, Tom doesn't shy away from acknowledging the initial imperfections that may accompany the first foray into personal branding. The key, he advocates, is to be open to learning and adaptability. This authenticity extends to sharing stories of early struggles in building a personal brand, an act that can resonate deeply with others navigating similar terrain.

Building a personal brand

Tom draws a captivating analogy, likening the process to learning to play a musical instrument. He emphasises that, much like the early stages of practicing an instrument, the initial attempts at content creation and brand-building are akin to public "practice sessions." However, he reassures that the journey towards proficiency requires embracing the vulnerability of showcasing one's progress to the world.

Tom's comparison between personal branding and musical training underscores the universal truth that improvement often involves traversing through phases that might not reflect mastery. Drawing a parallel, he notes that while learning an instrument allows for private practice sessions, building a personal brand unfolds on a public stage where everyone witnesses the evolution, even the "practice sessions" that may not be polished.

One of the key challenges in this journey lies in the reluctance to sound or look imperfect. People, by nature, may shy away from sharing content that isn't meticulously crafted or doesn't meet perceived standards of perfection. However, Tom advocates for a paradigm shift, urging individuals to get comfortable with the idea that, just like the early tunes on a musical instrument, all content begins as "bad."

This comfort with imperfection, he insists, is the gateway to improvement over time. Much like the gradual refinement that occurs with consistent practice on an instrument, the iterative process of content creation contributes to honing one's personal brand. Tom's message is clear: embrace the awkward beginnings, for they are the stepping stones to growth and proficiency.

How to measure success with personal branding

Tom confessed that one of his most significant missteps was a tendency to rush into immediate actions after the success of his content. This impulsive approach led him to prematurely reach out to potential customers or push for demos shortly after a video garnered attention. The consequence was the potential loss of valuable connections and opportunities, emphasising the importance of patience and strategic pacing.

A pivotal realisation in Tom's journey was the need to shift his content strategy from self-involved messages to audience-focused narratives. He acknowledges the pitfalls of inserting sales messages and calls-to-action (CTAs) directly into his early content, a move that, in hindsight, he recognises as a turn-off for his audience. The evolution in his approach underscores a fundamental principle: the content should revolve around the audience, not the content creator.

The shift in behaviour may have initially stemmed from a desire to demonstrate immediate return on investment (ROI) and validate content efforts by swiftly closing deals. However, he discovered the profound impact that patient, audience-centric content could have on the sales process. Rather than expecting immediate results, Tom recognised that the true value of his content might unfold over time, influencing potential prospects through his profile and other interactions in the long run.

Tom’s journey serves as a valuable guide for sales professionals navigating the complex landscape of LinkedIn. It underscores the importance of building lasting relationships, avoiding the pitfalls of hasty actions, and prioritising audience-focused content for sustained success in the dynamic world of sales.

Connecting with audiences using relatable content

What distinguishes Tom’s content strategy is a shift in focus from the conventional pursuit of laugh-out-loud funny to the creation of content that strikes an emotional chord. His realisation, derived from years of experimentation and audience interaction, underscores a fundamental truth: authenticity and relatability trump sheer hilarity when it comes to engaging with audiences at scale.

Tom’s most successful content pieces aren't necessarily the ones that evoke the loudest laughter but those that delve into the authenticity of human experiences. By making content that transcends mere humour and delves into the nuances of relatable situations, he ensures that his audience feels a profound sense of connection.

His methodology is most evident in videos based on real conversations or memories, which emerge as standout pieces in his repertoire. By grounding his content in the authenticity of everyday experiences, Tom strikes a chord that reverberates beyond the confines of humour, creating a shared understanding with his audience.

In essence, Tom’s insights serve as a beacon for content creators, highlighting the transformative power of authenticity and relatability in forging lasting connections with audiences. In a landscape saturated with humour, Tom's approach stands as a testament to the enduring impact of content that genuinely "gets it" and resonates with the shared experiences of its viewers.

Tips for overcoming impostor syndrome and building a strong personal brand

Emphasising the perpetual nature of the impostor syndrome struggle, Tom provides a strategic roadmap, highlighting the pivotal role of a clearly defined mission statement as the compass for a successful personal branding journey.

• Key components of personal branding: Tom distils the art of personal branding into three essential components: content creation, profile optimisation, and audience engagement. These form the bedrock of a compelling online presence.
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• Mission statement as a north star: before delving into content creation, Tom advises individuals to establish a mission statement, a guiding declaration that clarifies their purpose on the platform. This not only provides direction but also serves as a touchstone for authenticity.
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• Embrace your strengths: overcoming impostor syndrome involves a deliberate reflection on personal strengths. Soliciting feedback from others and incorporating these insights into the mission statement fosters an authentic and resilient personal brand.
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• Authenticity as the cornerstone: Tom underscores the paramount importance of authenticity in personal branding. Attempts to emulate others or create inauthentic content are swiftly detected by the audience, compromising the very essence of a strong personal brand.

The journey from battling impostor syndrome to crafting a robust personal brand unfolds as an exploration of self-awareness and strategic intent. With a well-defined mission statement, a focus on strengths, and an unwavering commitment to authenticity, individuals can not only overcome impostor syndrome but also carve a distinctive niche in the expansive realm of personal branding.

Key takeaways

1. Navigating the professional landscape: Tom’s early years in sales were marked by a quest for the right professional fit, navigating through three SDR roles in search of a company aligned with his ambitions. His transformative journey unfolded when he joined Salesloft, marking the end of company-hopping and the beginning of a successful chapter.
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2. Impostor syndrome is ubiquitous: Tom’s candid admission of struggling with impostor syndrome, even after finding success at Salesloft, resonates with many in the sales profession. His experience highlights that this psychological phenomenon is pervasive and not limited to those starting their careers.
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3. LinkedIn as a catalyst for growth: recognising the potential of LinkedIn, Tom strategically built his brand on the platform, viewing it as more than a showcase of achievements. LinkedIn became a crucial component of his prospecting cadence, emphasising the importance of authenticity and consistency.
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4. Personal branding as a strategic advantage: Tom emphasises the strategic advantage of personal branding for sales professionals. A well-crafted personal brand solidifies reputation and fosters approachability, serving as a bridge to potential customers in an era where relationships are paramount.
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5. The power of authenticity and relatability: Tom’s content creation strategy centres around authenticity and relatability, prioritising emotional connection over sheer humour. His realisation that relatable content trumps outright hilarity underscores the transformative impact of authenticity in engaging audiences at scale.