When building their personal brands, executives are often drawn to personal brand designers who are former execs or have an executive feel. On the surface, it makes sense. The corporate brand coach ‘gets’ the corporate world, they speak the same language, and they know what it takes to succeed at the top.
But there is a catch. Choosing a corporate-flavoured brand coach leaves you at risk of tripping into the ‘beige brand trap’ where a bland brand can you leave you uninspired and unnoticed.
The Beige Brand Trap when Building Your Personal Brand
A beige brand designer creates safe, polished, and predictable personal brands that blend into the corporate landscape rather than stand out. They follow the playbook, rely on formulas, and prioritise professionalism over personality. While this may feel familiar and comfortable, it often leads to a forgettable brand that lacks the boldness to make a real impact.
13 reasons execs choose brand designers with a corporate feel
Executive women aren’t just playing it safe when they opt for a beige brand designer. They’re making familiar choices that feel logical in a high-pressure environment.
Do any of these resonate with you when searching for a brand coach or designer?
1. They ‘Get’ the Corporate World
It feels reassuring to work with someone who understands corporate expectations, hierarchies, and language. With so many workplace pressures to conform, it’s natural to gravitate toward familiarity. However, true personal branding isn’t just about understanding the corporate landscape—it’s about defining your unique presence beyond it.
2. They Promise a Proven Formula
A structured, step-by-step approach feels like a safe bet—predictable and measurable. When time is limited, a proven process can be appealing. But formulas produce formulaic results. Personal branding should allow room for creativity and adaptability to evolve with you.
3. They Speak the Same Language
Former executives know the lingo, the buzzwords, and how to ‘play the game,’ making it feel like less of a risk. When juggling a demanding career, it’s comforting to work with someone who understands your world. But aligning too closely with conventional corporate language can prevent you from standing out.
4. They Fit the Traditional Mould of Success
Hiring someone who’s “been there, done that” feels like validation that you’re on the right track. With limited resources to invest, choosing someone with a similar path seems like a sure bet. However, building an impactful personal brand requires innovation, not replication.
5. They Offer a ‘Safe’ Version of Personal Branding
Many executives worry about getting it wrong, so a beige designer offers a comfortable, low-risk path. It feels like a safer investment. But great personal branding should encourage you to embrace what makes you unique, even if it feels a little bold or different.
6. They Reinforce What’s Already Known
It’s easier to stick with familiar strategies and avoid the discomfort of real self-exploration. When juggling career demands, it’s tempting to choose a predictable approach. However, stepping outside your comfort zone is where the most compelling personal brands are created.
7. They Focus on Professionalism
Executives are often taught to prioritise gravitas and credibility over personal quirks and uniqueness. Workplace expectations can make it difficult to embrace individuality. But successful personal branding balances professionalism with personality, creating an authentic and engaging presence.
8. They Work Within Your Comfort Zone
A beige designer is unlikely to challenge you to embrace your quirks, bold ideas, or unique perspectives. While staying within your comfort zone feels secure, meaningful personal branding happens when you’re encouraged to explore new territories.
9. They Preach that Experience Equals Expertise
There’s an assumption that corporate experience translates to branding expertise. With limited resources to explore alternatives, it’s easy to fall into this trap. However, personal branding demands a fresh perspective: storytelling, creativity, and the ability to connect on an emotional level.
10. They Offer Freedom from the Judgement of Peers
The pressure to fit into corporate expectations can make it tempting to play it safe. Choosing a designer with a similar background feels like a way to avoid potential criticism. But a strong personal brand requires the confidence to challenge expectations and stand apart.
11. They Simplify Personal Branding as an Extension of the Professional Persona
Many executives think branding should mirror their corporate persona rather than explore new dimensions of their identity. While consistency is important, a personal brand should reflect the multifaceted aspects of who you are, both in and outside the boardroom, and who you have the potential to become.
12. They promote that Authority Equals Credibility
Many executives have been encouraged to follow authority figures rather than embrace out-of-the-box thinking. The corporate environment often rewards those who conform to established norms rather than those who challenge them. However, innovation and originality are the true benchmarks of credibility for a thought leader with an influential personal brand.
13. They Promise Visibility
In the rush to be seen, many executives think the key to success is fitting into existing structures rather than challenging them. But true influence comes from impact, not just visibility. A strong brand focuses on making meaningful contributions (what I call ‘wayshaping’), not just gaining attention.
Why Choosing a Creative Brand Coach Matters
Sticking with a beige brand designer might feel like the safer option, but true leadership demands the courage to step into something bigger. It requires embracing the uncomfortable and daring to be different.
To build this kind of brand, you need a brand coach who does more than package your experience and follow the ‘personal branding 101 rules’. You need a brand designer who will push you beyond what’s familiar, uncover your true potential, and help you express yourself in a way that is bold, distinct, and unforgettable.
If you’re ready to move beyond beige and step into the technicolour version of your brand, it’s time to rethink what you need in a personal brand designer.
Book in for a 30 minute chat with me now, to learn more about how I work with you to create a distinct, powerful brand!
