You don't have to bare it all to build your brand

Let’s talk about something that holds far too many doctors back, the fear of being seen.

If you’re reading this, you probably already understand the importance of visibility. Maybe you’re considering speaking opportunities, launching a side venture, or building a broader professional footprint. But something stops you.

What if I say the wrong thing?

What if people think I’m just trying to make more money?

What if it’s too personal, too risky, or just not me?

These are not trivial fears. They’re deeply rooted in the culture of medicine, in years of training, and in the professional norms we’ve all internalised. But if you want to lead, influence, or grow something beyond the walls of your clinic or theatre, you need a public presence that reflects who you truly are.

So in this edition of the newsletter, we’re going to talk about how to build a personal brand that is both powerful and protected. One that helps you stand out without selling yourself out.

I speak to physicians and surgeons every week who tell me they are hesitant to show up online. They don’t want to seem like they’re chasing fame or extra income. They’re cautious about being too personal. And often, they’re quietly worried about being judged by peers, by patients, or even by themselves.

Some of that fear is rooted in training. Medicine doesn’t reward vulnerability. It prizes certainty, professionalism, and control. We’re trained to be the expert in the room, not the one asking to be seen. So of course it feels uncomfortable to step into visibility.

And yet, in today’s world, visibility is part of how influence is built.

Here’s the truth, you can show up without selling out. You can be visible without being vulnerable in ways that feel unsafe. And you can craft a brand that elevates your voice without compromising your values.

Start with boundaries

The first step is simple but powerful, decide what belongs to you.

• What do you want to keep private?
• What do you never want to discuss publicly, and where are your red lines?

That might include your children, your politics, or your health. Whatever matters most to you.

Then, decide what you're comfortable bringing forward. This might be your thoughts on leadership in medicine, the challenges of burnout, the joy of mentoring junior colleagues, or the lessons you’ve learned from your specialty. You are not obligated to share anything that feels intrusive.

Think of it this way, your brand isn’t your diary. It’s your professional voice in public. That voice can be authentic without being overexposed.

Tell your story, strategically

A common fear among doctors is that they’re not good writers or natural storytellers. I disagree. Physicians have extraordinary stories, you’ve just been trained to tell them clinically. Storytelling for your brand is about context, not confession. It’s about why you do what you do, what you believe in, what you stand for.

You don’t have to share what happened in your house last weekend. But you can share why you care so deeply about equity in patient care. Or how a mentor shaped the way you now lead your team. These are the details that build trust and resonance.

Stay in your lane

Another source of fear is the possibility of being wrong or corrected online. High achieving professionals often dread being questioned or challenged. The best way to avoid that is to stay in your lane and speak from your expertise. Share your experiences, your insight, your professional perspective. That’s where your authority lives.

No one expects you to comment on everything. Comment only on what you know and care about. That’s more than enough.

You set the terms

Building a brand isn’t about following a formula. It’s about shaping a public presence that reflects who you are, what you do, and how you think. You decide what that looks like.

You don’t owe the internet your whole story. But it can be powerful to share just enough, on your terms, within your comfort zone, with clear boundaries. It can open doors. It can create connection. And most of all, it can let people see the real professional behind the title.

So if you’ve been sitting on the sidelines, unsure of how to start, begin with intention, with care, and with the knowledge that your voice has value.

You can build something impactful without losing yourself in the process.

Here’s a quick checklist:

1. Acknowledge your fears, they’re normal.
2. Set clear boundaries around what you want to keep private.
3. Decide what feels safe and purposeful to share.
4. Stay in your professional lane and speak from experience.
5. Be consistent, be thoughtful, and above all, be yourself.

And if you’re not sure how to start, or if you’d like expert guidance on how to shape a brand that’s right for you, you don’t have to do it alone.

I work with physicians and surgeons 1:1 to develop strategies that honour their voice, uphold their professionalism, and overcome the barriers that have kept them silent for too long.

Your brand is already inside you. Let’s bring it into the world, on your terms.

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