What do you want to be known for?

I ask a question to almost every physician I work with.

What do you want to be known for?

And more often than not, I’m met with a long pause.

It’s not that they don’t want to be known for something. It’s that they’ve never been asked to think about themselves that way before.

Medicine trains you to be excellent, not necessarily memorable. You follow the path, tick the boxes, and one day you’re a highly qualified physician with letters after your name, but no clear identity beyond that.

So when the time comes to step into something more, whether that’s launching a business, moving into industry, building thought leadership, or just creating more leverage in your current career, the question of what you’re known for becomes urgent.

Because if you don’t decide, someone else will.

The problem with not defining your identity

If you haven’t clarified your own brand, the world fills in the blanks for you.

Maybe you’re "that orthopaedic surgeon who posts occasionally." Or "the GP who left for a startup." Or maybe you’re just another name in the system.

None of those descriptions help you stand out, grow your authority, or attract the kinds of opportunities you really want.

Clarity is power

When you know exactly what you want to be known for, you start showing up with purpose.

You can filter decisions, say no with confidence, and build a reputation that works for you, not against you.

You don’t have to reinvent yourself

This isn’t about becoming someone you’re not. It’s about amplifying what’s already there.

Maybe you’re the doctor who makes complex science simple. The one who advocates for better training. The one who understands systems. The one who builds bridges between medicine and business.

Whatever it is, that unique edge is your brand.

Once you define it, everything else becomes easier. What you post, what you pitch, what you accept, and what you walk away from.

When your brand is undefined, it becomes very easy to say yes to the wrong things, gigs that don’t move the needle, offers that drain your energy, or collaborations that confuse your audience.

But when your brand is clear? Opportunities self-filter. The right ones recognise you. The wrong ones weed themselves out.

Misconceptions about physician brands

Many physicians I speak to still associate branding with performance. They think it’s about flashy websites, Instagram-worthy content, or “selling themselves” in a way that feels inauthentic. But a true brand isn’t about showmanship. It’s about alignment.

It’s about connecting who you are with what you do and who needs to know about it.

That connection is what makes your message land. It’s what makes people remember you, refer you, and reach out when the right opportunity arises.

What’s holding you back?

From my work across hundreds of physician and surgeon clients, there are a few recurring reasons why this idea of “being known” feels so challenging.

Professional identity overload: Medicine often requires complete immersion. Your clinical role becomes your whole identity. Stepping outside that role can feel like abandoning a core part of yourself.

Fear of being judged: High achievers hate being vulnerable. Putting your ideas, values or interests out there can feel risky, especially when you’re used to being the one with the answers.

Being time poor: Branding can feel like a luxury task. When you’re buried in patient care, admin, and everything else, building a profile seems indulgent. But it’s not.

Not knowing where to start: The biggest reason I hear? "I don’t even know what I’d say."

That’s where strategic brand development changes the game.

Define before you deliver

You don’t need a content plan or marketing funnel before you know your foundation.

Before any of my clients write a single post or attend a branding shoot, we go deep into these questions:

• What drives you and who do you want to help?
• What makes you unique in your space?
• What impact do you want to have in the world?
• What life do you want in five years?
• What will you do to achieve this - time, effort, sacrifices?

The answers to those questions are the core of your personal brand.

We build out a brand profile that includes your values, tone of voice, positioning statement, niche, and primary messaging pillars. Once that’s done, the execution becomes clear and sustainable.

This isn’t vanity, it’s strategy

Being known isn’t about ego. It’s about being chosen.

If people don’t know what you stand for, what you bring to the table, or why you’re the best fit, they won’t pick you. That’s true whether you’re applying for a board role, pitching a business, building a practice, or seeking investment.

Being known for something specific is what gets your name in rooms you haven’t even entered yet.

What happens when you have clarity

When my clients do this well, they get:

• A clear edge in interviews and negotiations
• Rapid growth in their niche practice or consulting business
• More inbound opportunities from aligned sources
• Higher rates of conversion from content to contracts
• Greater confidence and energy in how they show up online

Can you answer these questions?

What do I want to be known for 12 months from now?

Who needs to know that?

What do I need to change, clarify, or amplify to make that happen?

If your answers are fuzzy, that’s your starting point. It’s not a failure, just a signal to define it properly.

And if you want to do that with expert support, I can help.

The Physician Branding Program is a bespoke 1:1 engagement designed for physicians and surgeons who are ready to take control of their reputation and build a brand that creates real world results.

We don’t do fluff. We don’t do cookie cutter templates.

We build clear, strategic positioning that aligns with who you are, where you’re going, and what matters to you. Then we build the brand presence to match it, and ensure it works for the goals you’ve set.

‍

If you’re tired of feeling invisible, unclear or behind the curve, this is your moment to step up.

You don’t need to be everywhere. You just need to be known for something that matters.

Let’s build it together.

‍