Rethinking personal brand promotion

Promotion is often confused with online visibility. Visibility is useful, of course, but it is only one dimension of a much broader idea. Promotion is the disciplined, intentional and human act of activating your presence in the market. It ensures that the right people notice you, understand what you offer, and remember you when an opportunity appears. Promotion is the practical side of relevance. It is how your value enters the field of attention of the people who matter.

Let us explore the elements that make this possible.

Raising interest where your audience actually lives

The first pillar of promotion is the ability to raise interest among the people in your reference market. This is not simply posting more often on LinkedIn. Interest grows when you show up where your audience already is, physically and mentally, and when you contribute meaningfully to their field of conversation.

A speaking slot at a conference, a panel at an industry event, a guest intervention in a professional community, a collaboration with someone your audience respects, and of course consistent online presence: all these are forms of promotional activation. What matters is not the channel but the relevance of your presence. Your goal is always the same: to enter the flow of attention of the people who matter for your professional future.

Reaching out with intention and value

Promotion also requires intentionality. This means reaching out to people not to “sell” something but to offer something useful. It can be a service, a product, a resource, or a sharp perspective. What makes it promotional is that you have reflected on why this offer can be helpful for that specific person.

This is the opposite of indiscriminate outreach. It is the act of showing that you see the other, that you understand their context, and that you bring something that adds value. A simple message framed with clarity and sincerity: “I think this may be useful for you because…” has far more impact than generic broadcasting.

Cultivating a web of relationships that amplifies your value

A crucial part of promotion, especially in personal branding and particularly when you offer high-value services or hold executive roles, is networking. In these situations, promotion grows through the relationships you cultivate and through the quality of the ecosystem that surrounds your work. Networking is the ongoing practice of nurturing a web of professional connections that gives structure, support and visibility to your contribution.

This web includes colleagues with whom you share perspectives, mentors who help you think more clearly, fellow professionals with whom you exchange ideas, collaborators whose skills complement yours, and people who share your worldview and can amplify your presence. Together, they form a living system around you, one that sustains your relevance and strengthens your capacity to act in moments of opportunity or difficulty.

A special element of this ecosystem is your inner circle: a small, trusted group you consult regularly for counsel, sparring, perspective and support. This is your home base when life becomes intense, whether for good or for bad. I have mentors I reach out to often, members of my professional ecosystem with whom I exchange insights, and an inner circle of trusted companions who help me refine my thinking and stay grounded.

Helping others remember what you stand for

A crucial part of promotion is giving people material to remember you and talk about you. People do not talk about us out of devotion. They talk about us when mentioning us helps them build their own relationship with another person. This is why your stories must carry universal meaning. They need to be useful, memorable and aligned with values that others might want to evoke in conversation.

A simple example: my friend Mercè Brey is a reference in leadership and women’s empowerment. I speak about her with genuine admiration, but doing so also expresses my own commitment to gender equality. I mention her especially when the topic is relevant because her name helps the other person understand something about me. This is how social conversation works: we use the names of others to express our own values. If you want to be mentioned, give people stories that help them say something meaningful.

Promotion as a meaningful form of relevance

Promotion becomes effective when it helps your audience connect with your contribution in a way that feels natural and useful. It is an ongoing practice of staying present, adding value and nurturing relationships that reinforce who you are and what you bring to the table. When this alignment is clear, your relevance grows in the right circles and you are remembered for reasons that strengthen your professional identity.