Your Name Is Already a Brand—But Is It the One You Want?

Let me introduce you to Darnell.

Former college athlete. Been in logistics for 25 years. Works hard, rarely complains, got a side hustle in trucking that he dreams of growing into a fleet.

But here’s the thing—when folks Google Darnell, all they find is an inactive Facebook page with jokes, throwback pics, and his high school basketball stats. Nothing about his leadership. Nothing about his expertise. Nothing about what he’s building or what he stands for.

Meanwhile, younger dudes with half his experience are out here landing speaking gigs, consulting contracts, and even being asked to sit on advisory boards.

Darnell’s invisible.

Not because he lacks value, but because he’s not owning his brand.

Let’s Be Real: You Already Have a Brand

Whether you realize it or not, you’re selling something every single day.

You sell your credibility to your employer. Your leadership of your team. Your wisdom to your kids. Your experience with potential clients. Every post, every conversation, every interaction—you’re telling the world who you are and what you’re about.

The question is: Are you in control of that message, or is it running on autopilot?

In the past, people like Oprah, Mandela, or Dr. King had to fight through insane odds to be seen and heard. Their brands were built over decades, mostly offline, through struggle and sacrifice.

Today? You can build your brand from your living room.

Your phone is a TV studio. Your laptop is a publishing house. Social media is your global stage.

But most of us—especially midcareer Black men—are using it to scroll, not build. Consuming, not creating. Laughing at memes, but missing the message: You are the product.

Here’s What Building a Real Brand Looks Like

Let’s make this simple and practical. If you’re ready to build a brand that reflects your value and opens doors, these are your first moves:

1. Know What You're Selling.

   Before you update your LinkedIn or launch a personal website, ask yourself: What do I bring to the table? Make a list—skills, experiences, character traits, values. That’s your inventory.

   Be honest, but don’t be humble. You’ve earned this.

2. Stand for Something Clear.

   People need to know what you’re about in 15 seconds or less. Not your job title—your mission.

   For example: “I help small businesses move product smarter and faster using logistics systems I’ve mastered over 25 years.”

   Make it real. Make it sharp.

3. Audit Your Digital Footprint.

   Google yourself. Would someone take you seriously based on what they find? Is your online presence aligned with your goals?

   Clean up the memes if you need to. Add value. Post insights, not just opinions. You attract the same level of seriousness you project.

4. Be Consistent and Responsive.

   No ghost accounts. If you’re not going to use Twitter, delete it. Focus on 1–2 platforms where you can engage. Comment on industry threads. Share a lesson you learned from last week’s challenge. Stay visible.

5. Stay a Student.

   A solid brand isn’t just loud—it’s credible. Are you sharpening your skills? Reading? Learning? Stay teachable. A man who is growing is always attractive to opportunity.

The “Dwayne” Trap: Don’t Be That Guy

You know Dwayne. Profile pic from 2017. Timeline full of clowning and clickbait. No evidence of his goals, no signs of growth. Dwayne might be talented, but his brand screams, “Don’t take me seriously.”

That impression sticks.

You might be Dwayne right now. That’s OK. But don’t stay, Dwayne. Not when you have so much to offer.

Darnell’s Turnaround

Remember Darnell?

We started small—rewrote his bio, crafted a strong personal brand statement, and cleaned up his online profiles. Then he started sharing logistics tips weekly on LinkedIn. Short videos. Real stories. No fluff.

Within 90 days, a former colleague offered him a contract to consult. Another invited him to speak at a supply chain summit. He’s not just in the room anymore—he’s headlining.

That’s what happens when you take your brand seriously.

Your Move

This week, I want you to do two things:

1. Write your 15-second brand statement. What do you do, who do you help, and why does it matter?

2. Audit your online presence. What are people seeing? And what should they be seeing?

You’ve spent decades becoming the man you are. Let the world know who that man is.

You’re not invisible—you’re just underexposed.

Let’s fix that.

Ready to build a personal brand that gets you seen, respected, and rewarded? Let’s talk.

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For weekly tips and insights on improving your midlife experiences professionally and personally, listen to my weekly podcast, Midlife Revolution Unleashed, on your favorite podcast channel.