In the first part of this series, we explored the importance of personal branding for product managers and discussed practical strategies to build and strengthen your PM brand. However, the journey to developing a robust personal brand is not without its challenges. Balancing internal and external perceptions, managing expectations, and aligning your brand with your team’s identity can present unique hurdles.
In this second article, we’ll dive deeper into some of the more complex challenges that come with building a personal brand in product management. We’ll explore strategies for navigating these hurdles while ensuring your brand continues to highlight your strengths, expand your influence, and accelerate your career. With the right mindset and approach, even the most difficult branding challenges can be transformed into valuable growth opportunities.
Common Challenges & Controversies
1. Balancing Internal and External Branding
One of the trickiest aspects of PM branding is balancing how you are perceived within your company versus in the broader industry. Internally, you may be known for your ability to manage cross-functional teams, while externally, you may position yourself as a visionary product leader.
The Controversy: Over-prioritizing your external brand can sometimes lead to friction within your organization. If colleagues or leadership feel that you are more focused on self-promotion than contributing to team success, it can erode trust.
Suggested Solution: Ensure that your internal brand is just as strong, if not stronger, than your external one. Prioritize your contributions to team success and highlight those accomplishments both internally and externally. Celebrate team wins in public forums to showcase that your brand aligns with organizational goals and is not solely focused on personal gain.
2. Personal Branding vs. Team Identity
Product management is inherently collaborative, and too much focus on your personal brand can sometimes clash with the need to build and support a strong team identity.
The Controversy: Focusing too heavily on your individual brand can create tension within your team, as it may seem like you’re more concerned with self-promotion than team success.
Suggested Solution: Make it clear that your personal brand is a reflection of the work you do with your team, not in competition with it. Highlight the collaborative nature of your successes and showcase the value of the team’s efforts. By being a champion for the team, you not only boost your personal brand but also foster a culture of shared success.
3. Managing Expectations and Perception
As you build a strong personal brand, expectations around your capabilities and expertise will grow. While this is generally a good thing, it can sometimes lead to undue pressure to perform or over-deliver, especially if your personal brand is misaligned with your actual role.
The Controversy: Over-promising or positioning yourself as an expert in areas where you’re still developing can backfire, leading to a credibility gap.
Suggested Solution: Be authentic in your branding. It’s okay to acknowledge areas where you’re still growing. Sharing your learning journey, especially in areas where you’re gaining new expertise, can humanize your brand and build deeper connections with your audience. This also shows that you’re not only knowledgeable but constantly evolving.
4. Overexposure vs. Focused Branding
As product managers seek to build their personal brand, there is often a temptation to overextend into too many areas—ranging from speaking engagements to publishing content on a wide variety of topics. While visibility is important, overexposure without a clear focus can dilute your brand and make it difficult for others to understand your core strengths.
The Controversy: Casting too wide a net in terms of content and engagement can lead to a lack of depth. When your messaging and expertise feel scattered, stakeholders and peers may have difficulty associating you with a clear value proposition.
Suggested Solution: Define a focused niche or area of expertise that aligns with your strengths and career goals. While it’s important to stay versatile, ensure that your branding efforts—whether through speaking, writing, or networking—are consistently tied back to the core aspects of product management you want to be known for. This builds a clear and memorable brand image without overwhelming your audience.
5. Imposter Syndrome and Self-Promotion
Many PMs struggle with self-promotion, fearing that they haven’t achieved enough or aren’t qualified to speak authoritatively. Imposter syndrome is a common barrier, leading to hesitation in building a personal brand or undervaluing your contributions.
The Controversy: Some PMs may avoid self-promotion altogether for fear of being perceived as arrogant or not credible enough, while others may overcompensate by inflating their achievements, leading to inauthentic branding.
Suggested Solution: Embrace your achievements, no matter how small, and use them as stepping stones for personal growth. It’s not about bragging but rather sharing your learning experiences. Acknowledge areas where you are still growing while confidently highlighting your unique contributions. By maintaining authenticity and humility, you can overcome imposter syndrome and build a brand that resonates with your audience.
6. Branding vs. Performance
Building a personal brand takes time, but focusing too much on external branding activities—such as public speaking, social media presence, or content creation—can sometimes detract from your actual work performance. This creates a situation where a strong external brand might be at odds with your day-to-day impact in your current role.
The Controversy: If colleagues or leadership perceive that you’re investing more energy in external branding than delivering on your core responsibilities, it can lead to questions about your commitment or effectiveness.
Suggested Solution: Strike a balance by ensuring that your performance in your current role speaks for itself. Your internal brand, based on solid execution and team leadership, should always come first. External branding efforts should enhance, not replace, your day-to-day responsibilities. Prioritize projects that align with your brand goals and showcase your strengths both internally and externally.
Final Thoughts: Navigating the Complexities of PM Branding
Developing a personal brand as a product manager goes beyond defining your value and staying visible. It requires navigating complex and sometimes controversial challenges like balancing your internal and external brand, aligning personal success with team efforts, and managing rising expectations.
The key is to stay authentic, transparent, and adaptable. A strong PM brand should not only highlight your individual contributions but also reinforce the collaborative nature of product management. By approaching branding with intention and integrity, you can overcome these challenges and position yourself as a trusted leader both within your organization and in the broader industry.
In the end, your personal brand is more than a reflection of your expertise—it’s a strategic asset that can shape the trajectory of your career. Embrace the challenges, learn from the journey, and continue refining your brand to lead with authority and impact.
How are you building your personal brand? Let’s continue the conversation—share your thoughts and experiences in the comments below!
Interested in more?
We recently discussed this topic and much more on at a recent TPG Live roundtable discussion. Watch the replay here: https://youtube.com/live/IgwwPxPJk1U
And don’t forget to mark your calendars for our next TPG Live session on January 16th at 7 PM ET, where we will be exploring “Driving Impact Through Influence and Experimentation” You can RSVP here: RSVP for the Next Event. Even if you can’t attend live, RSVP to receive a recap and a link to the recording afterwards.
Want even more?
In Part 1 of this 2 part series on PM Branding, we explored the value on a PM personal brand and relevant strategies.
The Product Guy 