The more I share content online, the more people ask me about it offline. Many have something useful and often profound to say but they're either invisible, or posting as watered down versions of themselves.

Why? Usually it’s about not knowing where to start, imposter syndrome, or a combination of the two.

Because the only thing scarier than being ignored is being judged, not by family and friends but by people we ‘know, but don’t know’. Like the Facebook connection you played netball with in 1987.

I get it - the world has entered its ‘peak mean’ era, and social media is the mothership. Even those with privilege are giving ‘pulling up the ladder behind me’ vibes, like the wildly successful entrepreneur who complained in an interview that: "Everyone wants their own brand now".

But we all have personal brands, whether we’re intentional about using them or not. And as a business owner, it’s the only thing we have that’s truly unique.

So use it!

As well as preparing founders and execs to use their platforms, I have a talk on imposter syndrome which I've delivered to Yorkshire Businesswoman members, and a workshop for aspiring public sector leaders facing additional barriers to career progression. My advice? You’ll never have thick enough skin, steely enough resolve, or calm enough nerves to start. But being visible is like a muscle – the more you flex it, the stronger it gets.

Where to start?

First, get very clear on the value of your offer, the reason you’re passionate about it, and what YOU stand for. Then practice talking about it. A LOT. Because in the same way that the conversations which have nothing to do with your role and everything to do with your soul can lead to the best, most fruitful connections, sharing who you are as well as what you do can be the difference between a client choosing you over a competitor.

Embodying your value is equally as important as talking about it. You need to believe your own message and be able to deliver it with absolute consistency and conviction, so self-belief is also vital. Again, it’s a muscle, so work on it constantly.

Your ideal clients won’t necessarily come to you at first, so get yourself into their orbit as well showing up on your own platforms. Think like they do: where do they go? Who do they associate with? Show up there consistently and start connecting. This stuff takes time and persistence, so get yourself in a marathon rather than a sprint mindset and look after your energy like you would any other resource. If people see you, like you and align with you, they're far more likely to buy what you sell. Which means it’s worth the effort.

I know many business owners are knackered and questioning the point of that post, pitch, or networking opportunity. But if there's a calm, certain part of you underneath everything that tells you this is what you're meant to be doing, THAT is the point. So keep going, invest in help if you need it, and don't let the threat of idle scorn from someone you went to school with in 1987 stop you from taking up the space you absolutely deserve.

Claire Kenny is a copywriter, ghostwriter and PR. Find her on LinkedIn, or Instagram at @writeforyou444.