How I Learnt The Hard Way about Personal Branding Gone Wrong

When George and I started Dragonfire Academy late last 2017, there were so much plans and ideas that they make us giddy. Then with the physical academy took shape, we were so happy that we dived straight into building the new business. Dragonfire Academy in concept, was supposed to be addressing the niche market of lifelong learning needs of adults. With a chockeful of activities filling up its calendar, we had some really memorable events and training sessions took place in house.

Some, were unfortunately, were bleaaggh…

But, not too soon after that, my clients started to ask me what exactly that I do? In my mind, I had no issue in separating the work that I do vs the work that academy. To me, they are all inter mingled all together that makes perfect sense.

Obviously, this was not case.

My clients were confused.

Client engagements started to dwindle. My career coaching sessions took a plunge and I was left confused.

Where did I go wrong?


Here are 3 things that I learnt, the hard way, when building a personal positioning:

  • Think of your strength, what you do best and what values they bring to your clients. When your clients understand what you do, the world will be a happy place again.  “From a marketing perspective, positioning is the space you want to occupy in your customers’ minds when they think about your brand.”
  • Your personal brand is YOU. Your uniqueness comes from a well thought of strategy, your whole being. It will happen with or without your input. Think it through, design it, claim it. The rest will follow.
  • Just like business brands, support your story online and offline. Do your colleagues “see” the same you? Does the world sees you the same as your colleagues?


To your career success


Author: Hanie Razaif-Bohlender

Hanie is co-founder and General Manager of Dragonfire Corporate Solutions Sdn Bhd, a Kuala Lumpur-based management consulting firm, and Dragonfire Academy, a center for continuous adult learning. Hanie is widely known as “The Career Doctor” for her coaching roles with private clients in their quest to find clarity, happiness, and fulfilment during their career journey.

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