You know how we, as nurses, are always thinking about how to take our careers to the next level? Whether it’s getting a new certification, going to grad school, landing that dream specialty, moving into a leadership role, or taking a bold step into entrepreneurship, there’s something that’s become more important than ever in today’s modern world — and it’s personal branding.

I know, it sounds a little too corporate, right? But stick with me here, I promise it’s completely relevant to nurses, because personal branding isn’t just for business executives or influencers, and it’s way more than having a polished resume or a shiny LinkedIn profile. 

Your personal brand is really about defining and communicating who you are in a way that truly connects with the people you want to reach — whether that’s future employers, clients, or even colleagues. 

When you really think about it, personal branding is like showing up as the most authentic version of yourself, so people see not just what you do, but why you do it — and that’s where the magic happens. It helps you stand out in a crowded field, and let’s face it, nursing can be pretty competitive, especially when you’re trying to break out into a new specialty or build your own purpose-driven business. 

So, to get into the nitty-gritty of this personal branding topic, I had a chat with Dr. Farah Laurent, an amazing nurse career coach and personal branding expert. She’s all about helping nurses like us stand out and build confidence through personal branding, whether you're aiming for career growth or stepping into something completely unconventional that redefines what it means to be a nurse.

Farah shared some incredible insights on how you can use personal branding to not only elevate your career but also feel more empowered as you navigate your professional journey.

As Farah likes to say, “let’s glow up your brand” so you can shine brighter and stand out in everything you do!

Glowing Up Your Personal Brand With Dr. Farah Laurent

What Is a Personal Brand?

At its core, a personal brand is the unique impression you leave on others — it’s the combination of your values, skills, and personality. As branding expert Seth Godin explains, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” 

In the context of personal branding, you are the “product,” and your audience — whether future employers, colleagues, or clients — forms their perception of you based on how you consistently present yourself. For nurses, particularly those moving into business, leadership roles, or even a new specialty, developing a well-defined personal brand can be transformative, setting them apart in competitive fields.

Farah adds an important layer to this definition by emphasizing authenticity. “Personal branding truly just means being yourself … without fear of judgment,” she says. In other words, your personal brand is not something you fabricate to impress others — it’s about showing up as your true self, with confidence and clarity. This authenticity allows people to connect with you on a deeper level, which is crucial for building trust and authority in your field.

Why Is Personal Branding Important for Nurses?

In nursing, and healthcare in general, personal branding is not often discussed, but IMHO, it should be. 

I get it though — in a profession where compassion, empathy, and competency are paramount, standing out can seem daunting, and personal branding probably feels like the last thing you’d want to focus on when you’re building a business or trying to get a new job. But there are SO many benefits to having a personal brand, and it gives you a platform to share your unique strengths and expertise with the world!

Here are a few reasons why personal branding is a big freaking deal for nurses:

1. Career Advancement: Personal branding helps nurses showcase their skills, experiences, and values. Whether you're aiming for a leadership role or moving into a new specialty, your brand sets you apart from the competition. As Farah perfectly explains, “If you’re not visible, no one’s going to hear your message … and it’s going to be very difficult for you to create any type of impact or influence if you’re not visible.”

2. Building Trust: Obviously, trust is essential in healthcare. So nurses who establish a personal brand that reflects their expertise, values, and passion will naturally build that trust with patients, peers, and managers. Your personal brand signals that you’re someone others can rely on, not just as a caregiver, but as a thought leader in your field.

3. Transition to Entrepreneurship: For nurses moving into entrepreneurship, personal branding could make or break your business. Farah stresses the importance of authenticity here: “People connect with people, not businesses.” In fact, you are your brand. Potential clients need to understand not just what you do but why they should work with you specifically, and your personal brand helps you do just that. 

Farah’s Journey From Nurse to Career Coach

Farah’s journey into career coaching is a story of resilience and determination. After spending two decades in nursing, she carved out a niche for herself as a mentor to novice nurses and eventually pivoted into career coaching.

“I didn’t want to listen to the old school narratives and was never really the traditional type of nurse. I always wanted to push boundaries and do my own thing,” she shared. This spirit of defying conventional nursing, combined with her natural ability to advocate for others, made her a sought-after mentor. Over time, this mentorship evolved into full-blown career coaching, where she now helps nurses navigate their career transitions with confidence.

Farah’s story really highlights that your personal brand can evolve. It’s not static. As you grow, so will your brand. Whether you’re a nurse at the bedside, moving into leadership, or starting your own business, your personal brand is a reflection of you and your values no matter where you are in your journey.

Farah’s Key Tips for Building Your Personal Brand

Farah’s experience in helping nurses develop their personal brands has provided her with key insights into what makes a brand stand out. Here are her top tips for nurses who want to build a strong personal brand:

1. Identify Your Core Values: Farah emphasizes the importance of knowing who you are and what you stand for. “Who are you, what do you do, and what impact do you want to make?” she asks. Farah’s own core values — authenticity, advocacy, and integrity — guide everything she does in her coaching business. When building your personal brand, make sure your values are front and center. These values are the foundation of your brand, and they’ll guide the way you present yourself both online and in person.

2. Be Visible: According to Farah, visibility is key. It’s not enough to know your values and strengths — you need to show up and share them with the world. “If you’re not visible, no one’s going to hear your message,” she says. This means being active on social media, attending networking events, and creating content that demonstrates your expertise. Visibility builds trust and establishes you as an authority in your field.

3. Understand Your Audience: Whether you're seeking a new job or trying to grow your business, it's essential to know who your target audience is and what they need. Farah explains, “You have to be curious about what it is that they need and what they’re trying to solve.” Understanding your audience allows you to tailor your message and provide value that resonates with them.

Confidence & Mindset: Overcoming Self-Doubt in Branding

One of the biggest hurdles nurses face when building their personal brands is overcoming self-doubt. Many feel uncomfortable with the idea of self-promotion, worrying that they’ll come off as arrogant, boastful, or too salesy. Farah addresses this concern head-on, reminding nurses that confidence is key when promoting yourself — especially in job interviews or when pitching your business.

“You do have to brag about yourself because you’re simply stating facts … You’re there to demonstrate and articulate how great of a nurse you are,” she says. Reframing self-promotion as storytelling can help. Instead of viewing it as selling yourself or your services, think of it as sharing your story and the valuable skills you’ve gained along the way.

Common Personal Branding Pitfalls To Avoid

Farah also shared some of the common mistakes nurses make when trying to build their personal brand:

1. Oversharing or Undersharing: You’ll want to find a balance between vulnerability and professionalism, because while it’s important to be authentic, you don’t need to share every detail of your life. On the flip side, being too guarded can make you seem inaccessible and unapproachable. Find a middle ground where you share enough to connect with your audience but still maintain your boundaries.

2. Focusing Too Much on Yourself: “The best content is when you’re speaking to the client … They want their problems solved,” Farah explains. It’s easy to fall into the trap of talking too much about yourself — your achievements, your background — without addressing how you can help others. Instead, shift the focus to your audience. How can you solve their problems? What value do you bring to their lives or careers?

3. Ignoring Your Audience’s Needs: Tailor your message to your target audience. Farah points out that many nurses make the mistake of trying to appeal to everyone, which dilutes their message. Instead, focus on who you want to serve and craft your message specifically for them.

Building a Lasting Personal Brand

The most important takeaway from my conversation with Farah is that personal branding is a long-term investment. It’s not about overnight success, quick wins, or virality — it’s about consistently showing up as yourself, building trust by connecting with your audience, and creating value for your audience over time.

Farah’s advice? Start now, even if you’re not entirely sure where your career or business will lead. “You don’t need a business or a website to start building your personal brand,” she says. “Just start doing it now.” The sooner you begin defining your personal brand, the more opportunities will open up for you — whether that’s in the form of job offers, speaking engagements, or even new business ventures.

Your Turn

Dr. Farah Laurent’s journey really shows that personal branding isn’t just about self-promotion. It’s about embracing who you truly are, showing up consistently, and offering real value to the people around you. That’s what makes you stand out — not just a fancy resume or a polished social media profile, but the authentic way you connect with others through your story.

Whether you’re a nurse looking to move up in your career, thinking about transitioning into entrepreneurship, or just wanting to strengthen your presence in the field, personal branding is what can help you break through those barriers. It’s the foundation that builds confidence and opens doors.

And the best part? You don’t have to wait for the perfect time to start. You can begin right now. Take a moment to define your values, think about what truly matters to you, and start showing up as your most authentic self.

Your story is powerful, and the world is ready to hear it. So, like Farah says, go out and glow up your brand! You never know how many people are out there waiting for exactly what you have to offer.

Get ready to be inspired by the remarkable Dr. Farah Laurent! She’s The Nurse Career Coach & Dynamic Speaker who is passionate about empowering nurses achieve their career goals and helping Nurses Making Business Moves! Farah has helped over 100 New Grad RNs get into specialty positions all across the US and Canada!

With a background as an emergency nurse, educator, and professional development expert, Farah is a true trailblazer in the nursing industry. Farah is not just changing the nursing game — she’s transforming the entire industry! Tune in to her podcast and LinkedIn live show “The Nursing Dose with Farah” and read her book, “Nurses Making Moves: A Nurses Guide to Starting a Business.”

Dr. Laurent serves as a committee member for (NAWBO) the National Association of Women Business Owners. Proud member of DNPs of Color and the (NNBA) National Nurses in Business Association. Also serves as a mentor for the (CBNA) Canadian Black Nurses Alliance.

Dr. Laurent is a thought leader and has been featured and published in various nursing media such as Sigma and that ANA. Featured on the Jennifer Hudson Show and a 2-time LinkedIn top Voice; Public Speaking top Voice & Nursing Top Voice!

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