How to Navigate & Strengthen Your Brand During Times of Uncertainty
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Description
Are you prepared for the unexpected? Branding may seem straightforward when life feels predictable, but challenges are inevitable. The question is, what happens to your personal brand during times of uncertainty, when things may feel a bit shaky?
In this episode of Branding Room Only, I explore how to navigate and strengthen your brand during uncertain times using the acronym “TESTIMONY.” Each letter represents a strategy to help you stay resilient, authentic, and impactful when life feels unpredictable.
Chapters
2:05 - The trust you need to reinforce, and the trait thriving brands demonstrate in tough times
5:00 - The instinct to avoid and the mindset shift that helps you embrace challenges
7:17 - The investment to double down on and the one thing you can always control
9:02 - The attribute that builds trust, reinforces reliability, and the great asset you should lean into
10:45 - The perfectionism to let go of and where to focus your energy instead
Mentioned In How to Navigate & Strengthen Your Brand During Times of Uncertainty
2025 Intention and Goal Setting Webinar Replay
14-Day Personal Branding Challenge
Personal Branding Strategy Sessions
Subscribe to The Branding Room Only on YouTube
Sponsor for this episode
This episode is brought to you by PGE Consulting Group LLC.
PGE Consulting Group LLC is dedicated to providing a practical hybrid of professional development training and diversity solutions. From speaking to consulting to programming and more, all services and resources are carefully tailored for each partner. Paula Edgar’s distinct expertise helps engage attendees and create lasting change for her clients.
To learn more about Paula and her services, go to www.paulaedgar.com or contact her at info@paulaedgar.com, and follow Paula Edgar and the PGE Consulting Group LLC on LinkedIn.
Transcript
Welcome to The Branding Room Only Podcast where we share career stories, strategies, and lessons learned on how industry leaders and influencers have built their personal brands. Now, let's get started with the show.
Hi, all. It's Paula Edgar, your host of Branding Room Only, and today we're going to talk about navigating your brand during times of uncertainty. Branding is often considered a task for when life is predictable, when your career is on track, the economy is stable, and you feel in control of your path. But let's be real, life rarely operates like that.
Challenges and uncertainties are part of the deal and how you handle them can either weaken your personal brand or make it stronger and more resilient. Think about this. When you think of leaders, mentors, or colleagues who you admire, are they the ones who only shine during the easy times or are they the ones who remain steady, visible, and impactful even when times are tough?
Navigating uncertainty is a critical part of your personal branding journey. Today, I want to help you do just that. We all know that life isn't consistent, but here's something to reflect on: Branding yourself during stable times lays the groundwork for success when things get rocky, and they will. When you've invested in your personal brand, when you've built trust, visibility, and a network of support, you're far better equipped to navigate change, whether it's a career pivot, economic or political instability, or a personal challenge.
No matter where you are today, whether stable or uncertain, use this moment to take one action to invest in your brand. In today's episode, I want to explore strategies for strengthening your brand during times of uncertainty using the acronym TESTIMONY. You know I love an acronym. Each letter stands for a principle or an action that you can take to navigate uncertainty with grace, confidence, and purpose.
For each principle, I want to share with you practical steps that you can apply right now to move forward. Let's go into the TESTIMONY framework. First is T. T is for Trust that challenging times don't last. They don't last forever. I know this is easier said and done, especially now, but it's true. When you're in the middle of uncertainty, it can feel like it will never end.
But think about the challenges you've already overcome. Whether it was a job loss, a major life transition, an illness, or another unexpected curveball, you made it through. Trusting that this season is temporary allows you to focus on what you can control rather than being consumed by the unknown. This is a really important piece of this, that it can seem like bad times are going to last forever, but they don't.
For an action step, take a moment to reflect on a time when you overcame a challenge. What strengths or strategies help you get through it? Write them down and keep them somewhere visible. Use those as a reminder to yourself that you've faced uncertain times before and you have the tools to do it again.
One of my favorite tips on this is affirmations. They can help reinforce this trust. Try this one, “This is temporary and I have what it takes to navigate this moment.” Repeat, "This is temporary and I have what it takes to navigate this moment." The affirmation is simple, but it's powerful to remind yourself that the message you're telling yourself is one that can help uplift you.
The E in the TESTIMONY acronym is for Embrace adaptability. Let's talk about adaptability. The brands and professionals that thrive in any environment are the ones who can pivot without losing sight of their values. But think about that. Adaptability doesn't mean abandoning your goals. It means being flexible in how you achieve them.
Think of it like a GPS recalculating your route when you hit unexpected traffic. The destination remains the same, but the path might look different. This is why every year when I do my Intention and Goal-setting Session, I talk about intentions that align with your goals rather than just determining success based on goals. It's important to be adaptable to reach your intentions and goals.
An action step here is to identify one area of your personal brand or career where you might need to pivot. Is it the way you network, the platforms you're active on or inactive on, or the skills you're prioritizing? I want you to write down one small change you can make to adjust to current realities, whatever they are for you.
Here's another tip. Keep an open mind and stay curious. When we get too stuck, it is harder for us to pivot. My therapist always says, “Growth begins where comfort ends.” Remember, sometimes the pivot that feels uncomfortable can lead to the biggest opportunities. I've seen this over and over again.
The S in the acronym is for Staying visible and present. When uncertainty hits, the instinct that many of us have is to retreat and it's a strong instinct. But truly, this is the time to stay visible and engaged. Whether that means on LinkedIn, in team meetings, or through your professional network, showing up consistently reinforces your value and reliability.
Visibility doesn't mean that you're pretending everything is perfect, definitely not that. It means being authentic, my favorite, and present even through tough times. I want you to commit to one visibility action this week. Is it posting something authentic and value-driven on LinkedIn? Is it attending a professional event or reaching out to a colleague to share some insights or just to connect? Remember that small actions build momentum.
I also want you to remember a pro tip. Vulnerability can be and is a string. When you share your lessons learned, not just your successes, it builds deeper connections with your community and your audience.
The next T in TESTIMONY is to Take inventory of your strengths. During times of uncertainty, it can be really easy to get caught up in what's going wrong or what you might lack. But I want you to flip that script.
What strengths, skills, and resources do you already have that you can lean into? Taking inventory of your strengths can ground you and remind you what you're equipped with so that you can handle what's ahead. Again, assessing is also a great part of branding so taking the inventory is an important piece.
I want you as an action step to write down your top three professional strengths. Then I want you to brainstorm one way you can use each of them to create value during this time, either for yourself, for your team, or for your community.
A pro tip here is to ask trusted colleagues, people on your personal board of directors, mentors, etc., for feedback on your strengths, because sometimes others see things in us that we overlook because they are skills that we just have, we can overlook them as one of our top strengths, so definitely ask for help.
The I in TESTIMONY aligns well with the last step is to Invest in your growth. Uncertain times are an opportunity for reinvention and innovation. When the world feels shaky, and it does, doubling down on your personal growth can send a clear message that you're committed to being your best self no matter the circumstances.
This might mean learning a new skill, developing and deepening your expertise, or simply taking the time to reflect in planning your next steps. Here's an action step for you. Choose one area for professional development, whether it's taking an online course, reading a book, joining a mastermind group, or attending an event, dedicate time this month to focus on it.
Here's a pro tip, growth does not have to be expensive. Look for free webinars, podcasts like this one, or articles that can help align with your goals and your areas for growth.
The M in TESTIMONY is for Minding your narrative. You can't control what's happening around you, but you can control the story you tell to and about yourself. Your personal brand is built on the narrative you create through your actions, words, and present. I want you to be intentional about how you communicate your value and ensure your story aligns with the direction that you want to go.
Is there anything else? Audit your LinkedIn profile, look at your email signature, and look at recent communications. Are they aligned with the personal brand you want to project? If not, this is the perfect time to update them this week. Share your narrative consistently across platforms.
If you think about it, a cohesive story reinforces your credibility and professionalism with all of those things leading to having a strong brand. The O in TESTIMONY is for one of my favorite things, Owning your actions and being accountable. Accountability is a cornerstone of a strong brand and is one of the words that I say pretty much every day.
During uncertain times, it's easy to let things slide or blame external factors for how you show up. But owning your actions, even the small ones, builds trust and reinforces your reliability. An action step for you is to identify one commitment you might have let slip and take action to follow through this week, whether it's replying to an email, completing a task, or scheduling a meeting, showing accountability matters.
Here's a pro tip that I can't say enough. Communicate openly if you need more time or resources or help. That authenticity, vulnerability, and honesty build trust and accountability. The N in the TESTIMONY acronym is for Nurturing relationships. Your network is one of your greatest assets, especially during uncertain times.
Relationships are built on mutual support, so don't be afraid to lean into them. Check in with people, offer help, and be open about how they can support you and ask. Your action step for this one is to reach out to three people in your network this week. Share something of value, share an update. Whether it's advice, an opportunity, or simply a kind word, it's important to connect with folks, especially when times are uncertain. Remember, networking isn't about quantity, it's about quality. Focus on developing and building meaningful connections.
The Y in TESTIMONY is for Yearn for growth, not perfection. Let go of the idea that everything has to be perfect. Perfectionism can paralyze us, especially in times of uncertainty. Focus on growth, making progress, learning from mistakes, and celebrating small wins.
Remember, progress over perfection. Set one small achievable goal this week that pushes you forward, even if it's imperfect, and celebrate. Celebrate when you achieve it. We love to see those wins. Remember, progress builds confidence and I want you to keep moving even if the steps are small.
I'm going to tell you again, if you haven't yet listened to my annual Intention and Goal-setting webinar, please do. It's a great catalyst no matter what time of the year you're listening to it, to reconnect to your intentions and goals and set yourself on a path even in times of uncertainty.
With that, I want to remind you in some closing thoughts that uncertainty is inevitable, but it doesn't have to do with your personal brand. What I know for sure is by trusting in your resilience, staying visible, and taking intentional actions, you can navigate challenging times with grace and purpose.
Here's the most important takeaway. Building your brand during stable times allows you to better navigate certain ones. No matter what's happening right now, use this as a catalyst to do one thing today to invest in your personal brand. Y'all, I'd love to hear how you are navigating uncertainty.
Share some strategies with me on LinkedIn, leave a comment on this episode, or send me an email and let's commit to building resilient brands together. Stand by your brand, everybody, bye.
