The author, Carolina D’Souza. SUPPLIED

For most of my career, my identity was tethered to the companies that I worked for. As a journalist, my byline carried the weight of Gulf News, the publication that I worked for in the UAE. Later, in my PR and communications role with a Dubai government entity, my business card held significance because of the institution I represented. Then, in 2020, I quit—a year that forced many to slow down and reflect. I knew I wanted to work differently, on my own terms. But I hadn’t anticipated the stark realization that, outside of the organizations I had worked for, my personal brand barely existed. I wasn’t leading stakeholder communications or profiling senior leadership anymore. I wasn’t a bylined writer. Without those affiliations, what did I truly bring to the table? That question shaped the next phase of my career. While partnering with a branding agency to build its digital vertical, I met clients who, just like you and me, already had a personal brand. (Spoiler: we all do.) But few had taken control of it in a way that builds credibility and reputation. As my client portfolio grew, I worked closely with leadership teams on strategy and corporate messaging. A few asked, “Can you help with my personal positioning?” These were seasoned professionals—smart, accomplished, yet unsure how to articulate their value beyond a job title. That’s when I realized: personal branding isn’t just for the C-suite or entrepreneurs. It’s for everyone, whether you’re starting your career, leading a team, or running a business.

Shifting the mindset

So how do you transition from, “I work for X” to “Here’s who I am”? Most professionals introduce themselves with a job title or company name. I did too. But today, I say, “I’m a storyteller at heart and a consultant by choice.” No company names, just my values: curiosity, learning, and compassion. This isn’t to say your company doesn’t matter. It does. But your personal brand should exist beyond it. Where do you begin? Ask yourself: What do I want to be known for? What’s unique about my skills and strengths? How do I impact the world around me?

Ready to think beyond the job title?

Personal branding begins in real life. It starts with your values, lived experience, and expertise. At work, integrate your brand into the company culture. Once you’ve mapped that foundation, build visibility online and offline to earn trust and grow your presence. Your career will evolve. Titles will change. But strong personal brands are rooted in values, credibility, and impact. The sooner you shape that, the more opportunities you’ll create. In a world where professionals are pivoting, freelancing, or launching businesses, personal branding isn’t just a "nice to have"—it’s essential. So ask yourself: When people think of expertise in your industry, do they think of you? Carolina D’Souza is a Dubai-based personal branding strategist and communications consultant. Connect via carolinadsouza.com and follow her LinkedIn series #BeyondCubicles This article also appears in the Expat Media Special Edition magazine
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