A compass for stormy waters: how to build a solid personal brand in turbulent times

There are moments in life and business when the world feels like open sea. The wind changes direction without warning. The horizon disappears in the fog. Competitors mutate, new technologies surface, and familiar points of reference dissolve. In such a landscape, it is easy to drift, seduced by the next trend, the next social medium, the next 'must-have' in self-promotion. But in times like these, what professionals need most is not another sail. They need a compass.

That compass is a solid personal brand. Not a decorative one. Not a mask. But a deeply rooted identity system that helps you navigate uncertainty without losing coherence, meaning, or impact. To understand how to build such a brand, we must reframe personal branding as an act of affirmation, not one of self-exposure. This article proposes a strategic approach based on the principles of conscientious branding, adapted to the individuals who want to win in times of turbulence.

Let’s begin with a simple idea. You are not just a performer in the market. You are a person who seeks to generate value while staying true to who you are. And staying true is not a luxury: it’s a necessity, especially in turbulent times. For two reasons: first, it adds authenticity to your brand, which positively impacts your relationship with the public; second, it makes it less emotionally demanding for you, as you don’t have to wear a mask, making it more sustainable over time to perform at your best.

From this point of view, your brand must serve two essential functions: it must help you remain aligned with your values and purpose while connecting with your public (the axis of being), and it must help you create relevant value in the market (the axis of doing).

This duality is at the heart of the conscientious branding model I developed for organisations, and that can (should) be applied to personal brands as well.

The axis of being: clarity and coherence in the midst of chaos

In turbulent times, the first temptation is to adapt, sometimes to the point of confusing our public. But the brands that endure, whether corporate or personal, are those that cultivate a strong “centre of gravity.” This centre is not a set of skills or achievements. It is the synthesis of your purpose, values, principles, and personal red lines.

It is what allows you to say no to the wrong opportunities so that you can say yes to the right ones. It helps you remain calm when others overreact. It gives your story internal coherence.

If you know what you stand for and what kind of impact you want to generate, you can move through change without losing yourself. This is the axis of being. It’s where meaning is born, where identity finds stability, and where the trust of others begins to form. Take a moment to reflect on what this means for you. What values define you, even under pressure? What kind of impact feels worth pursuing regardless of circumstances? What are the non-negotiables that shape your integrity? This reflection is not theoretical: it is strategic. Because clarity here gives you the power to navigate any storm with intention. And thinking through this now, when you still have the space to reflect, will prepare you to act swiftly and with clarity and strength when turbulence strikes.

The axis of doing: relevance, contribution, and adaptability

Of course, the internal compass alone is not enough. We live and operate in systems. Your personal brand must be capable of producing value for others: value that is perceived, appreciated, and sought after. This is the axis of doing.

Here, responsiveness is key. Being faithful to your values does not mean being static. As the market evolves, so must your expressions of value. That may include adapting your offer, changing your language, or choosing new territories of influence. But these evolutions should always stem from your centre, not from the anxiety of keeping up.

The professionals who thrive in volatile environments are those who know how to reinterpret their identity without diluting it. They evolve their brand by regenerating meaning and creating new relevance for their audience, while remaining legible and recognisable. This is what makes a brand not only adaptive but resilient.

Now pause and consider: how have you evolved recently? Have your professional offers and messages kept pace with the changes in your context? Are you actively exploring new ways to express the same core value? What experiments are you running to stay relevant? Would people who know you only superficially as a professional recognise you after your changes and adaptations? Think about the distance between who you were and who you are becoming. Are you growing in ways that your public can understand and relate to? Is your evolution strategic or reactive? And what does this say about the direction you are taking? on your current strategy will help you distinguish between reactive adaptation and strategic evolution.

Balance is everything

Between the axis of being and the axis of doing, a brand finds its integrity. Lean too much into doing, and you risk becoming opportunistic. Cling too tightly to being, and you may become disconnected from reality. Depending on your personality, you might feel an emotional pull toward one of the two axes. Some people find comfort in sticking to their inner compass, while others feel safer in constant motion. Be honest with yourself: where do you tend to anchor? And is that helping or hindering your ability to grow and connect? But when the two axes are balanced, they reinforce one another: clarity fuels contribution, and contribution sustains clarity.

This balance is not a static point: it is a dynamic tension. A conscientious personal brand is not frozen in values, nor is it enslaved to demand. It is alive, coherent, and responsive.

And now, the good news

Although we live in turbulent times, human nature is more stable than we sometimes believe. Preferences change. Attitudes fluctuate. But people’s deeper needs for meaning, connection, and trust remain astonishingly constant.

As I often say, business is made by persons for persons. And in this, we find the most reassuring insight for personal branding. Because even when the seas are rough, your compass still works. You can still generate trustful, deep relationships with your audience by being consistent, generous, and genuinely committed to adding value.