3 Steps to Turn Your Brand Weaknesses Into Strengths

EXPERT OPINION BY ANDREA WOJNICKI, EXECUTIVE COMMUNICATION COACH AT TALK ABOUT TALK

You strive to present your best self. But have you ever struggled to hide part of your identity because it might be seen as unprofessional or a weakness? It might be your age, your sense of humor, extreme introversion or extroversion, or an aspect of your background.

As an executive communication coach, I often hear clients talk about the traits they feel compelled to conceal, especially in high-stakes settings like investor pitches or client meetings.

Ironically, the very qualities you think of as weaknesses can become your greatest strengths. With thoughtful communication, you can transform perceived liabilities into assets.

Recently, I sat down with Harvard Business School Professor Jill Avery, a respected authority in branding and brand management, to discuss how to take control of your personal narrative. Her insights are particularly relevant for founders and CEOs looking to stand out to investors and customers. “Difference is not a deficit,” she says.

Here’s how to flip the script and make your personal brand unforgettable.

1. Identify your weaknesses.

One of the first steps is to recognize what you consider a “bug” in your personal brand. Self-awareness is key here. As Avery puts it, “Personal branding is about discovering your points of difference. What makes you stand out from others around you? We’ve been socialized to fit in, but our real value lies in being unique and creating value in a way no one else can.”

For instance, a client I coached was self-conscious about his age. He felt his years of experience made him look outdated. Together, we reframed this as a strength. In investor meetings, he began acknowledging his age confidently and positioning his decades of experience as a mentorship asset and compelling evidence of his success.

Identifying your differences is the first step in embracing them, making you more authentic and memorable.

2. Embrace your blemishes.

It’s not enough to identify your perceived flaws. You have to embrace them. “Sometimes we think of our differences as deficits, but those things often make you the most memorable or help you stand out in a crowd,” Avery says. “Embrace your blemishes and turn them into a positive story about how they shaped you.”

For example, one of my clients, a lawyer with a noticeable accent, wanted to be perceived as a polished corporate professional. We worked together to flip the script. Instead of hiding her accent, she reframed it as evidence of her global expertise. Now, when she introduces herself, she emphasizes her international experience: “As you can probably tell from my accent, I’ve lived and worked around the world.” Her accent now highlights her global perspective—a key asset in today’s interconnected market.

3. Create a new narrative

Crafting your narrative isn’t about memorizing a script. It’s about strategically communicating your unique traits in a way that resonates. “Your narrative should focus on how you create value in a way nobody else can,” says Avery.

This is especially critical when pitching to investors. One business owner I coached worried that his wide-ranging career experience would make him seem unfocused. We developed a narrative that reframed his varied background as a resource: “My diverse experience equips me to tackle crises and problem-solve efficiently. I have an encyclopedia of case studies that inform best practices when challenges arise.” This new positioning helped him pitch his versatility as a strategic advantage.

Remember, you control how your story is told. There’s a million ways to frame the same facts. Why not choose the one that sets you apart?

Photo Credit: Getty Images.