Personal Branding When You Feel Like a Fraud
aka: How to Market Yourself When Your Brain is Screaming “Who Do You Think You Are?”
Let’s talk about that awkward little voice in your head. You know the one: the self-talk saboteur who pops up right when you’re about to do something bold for your business like launch a new offer, put your prices up, or post a picture of yourself looking fabulous on Instagram.
It whispers:
“You’re not really an expert.”
“What if people find out you have no idea what you’re doing?”
“Remember that time in 2014 when you accidentally sent the wrong file to a client? They’ve probably never forgotten.”
First of all * spoiler alert * almost every business owner you admire has felt exactly the same way at some point.
Imposter syndrome is basically the universal rite of passage for entrepreneurs. As a Personal Brand Photographer in Auckland I hear this from service-business founders and entrepreneurs regularly. In fact, it’s one of the main pain points that discourages them from booking business portraits sooner!
The bad news? Imposter syndrome doesn’t just evaporate when you “make it.”
The good news? You can brand yourself and build a wildly successful business anyway.
Why imposter syndrome loves to crash your personal branding party
Personal branding is basically saying to the world
“Hi, I’m the go-to person for this thing. You can trust me. I know my stuff.”
Which, unfortunately, is exactly the kind of confidence flex that makes imposter syndrome perk up. You start second-guessing:
“What if my audience expects me to have all the answers?”
“Who am I to show up like an expert when I’m still learning?”
“What if they compare me to someone more experienced?”
Here’s the reality: branding isn’t about being perfect. It’s about being visible, consistent, and relevant. Your audience isn’t looking for a flawless, all-knowing automaton. They want a relatable, trustworthy human who can help them solve their problems. That applies whether you have 25 years experience or you’re just starting out.
How to brand yourself when you feel like a fraud
Here are a few practical tips to help you push through, and brand it like you own it, even when self doubt is running rampant.
1. Own the fact you’re human
You don’t have to pretend you’ve been in business for 25 years. Be honest about where you are and what you do know. The irony? Vulnerability often increases trust, because people love working with humans, not automatons.
Pro tip: You can acknowledge that you’re still learning without downplaying your expertise. For example: “After working with over 30 clients, I’ve seen [problem] come up again and again. Here’s what works…”
2. Create your “Evidence List”
Imposter syndrome thrives on selective memory. It will happily serve up every mistake you’ve ever made, while conveniently forgetting your wins. Fight back by keeping a running list of:
Client testimonials
Repeat bookings/referrals
Big and small wins you’ve achieved for clients
Skills or qualifications you’ve gained
Read it before posting, pitching, or showing up on camera for an instant confidence boost!
Personally I keep a box marked “Love” in my office. It’s filled with every thank you card a client or friend has sent me along with love notes from my kids and particularly special birthday cards. I also have an email folder called “client feedback” and I tag every relevant email that includes kind words so I can revisit them when needed.
3. Borrow the confidence of Future You
When you feel stuck, ask: “How would I show up if I were already the version of me I want to be?” Would Future You hesitate to share that client win? Nope. Would she hide behind a stock photo instead of her own face? Not a chance.
Show up as that version now. Your brand will catch up to match the energy you’re putting out.
4. Stop comparing your B-Roll to someone else’s A-Roll
Social media is an illusion. You’re often comparing your messy behind-the-scenes to someone else’s carefully staged highlight reel. Remember: you can’t brand yourself into someone else’s business. And honestly, you wouldn’t want to. You might be seeing perfection and all the “why didn’t I think of that?” moments, but you don’t know what they’ve left out.
5. Get in front of the camera, even if it makes you squirm
Hiding behind generic stock images won’t help your audience connect with you. People buy from people, and showing your face builds recognition and trust faster than any logo ever could.
Yes, you’ll feel awkward at first. Yes, you’ll critique your hair, your smile, that “weird hand thing” you did. And yes, it’s still worth it.
Mixing real moments with professional personal brand imagery is a great way to show that you’ve got your shit together but you’re still real and relatable. This is the fast track to Know, Like & Trust.
Plus, when you stop trying to cobble together a brand out of generic stock and that one old selfie with good light, and you invest in custom brand photos you get the added benefit of a strategically planned shoot with a professional who will help you look your absolute best.
The bottom line
Feeling like a fraud doesn’t mean you are one. It means you care about doing good work, and your brain hasn’t quite caught up with your capabilities yet.
The only way to quiet imposter syndrome is to keep showing up consistently, visibly, and with the confidence of the expert you already are becoming.
So, go ahead: Post the picture. Share the tip. Pitch the client. Wear the blazer that makes you feel like a badass.
Ready to brand yourself like the pro you actually are?
Book a personal branding photo shoot and start showing up with the confidence of Future You today.
