Maybe you’re in the creative industry, perhaps you’ve founded your own business, maybe you’re seeking job opportunities, or maybe you’re trying to specialize in something. 

In all these scenarios, you must prove yourself and present what you are looking for. This is known as self-branding; whether you’re aware of it or not, you have most likely done it. 

There are different degrees of self-branding and different ways of executing it, but it has proven to be a valuable strategy, especially in the Middle East, where the job market is seriously competitive. 

Katharina Hicker, managing director of Castleforbes Communications and co-founder of The Coach HQ and Speakeasy, says at its core, self-branding is about creating a clear and authentic narrative around your skills, values, and experiences—one that positions you for success and makes you memorable. “It gives decision-makers a reason to choose you because they can instantly see how your unique blend of experience and personality will fit into their world.”

Jawad Al Bdiwi, a musician with over 14 years of experience, began his journey in self-branding in 2017. He started posting clips of some of his music on Instagram to let people in on the music production process. 

Doing so, he realized that establishing such a career also comes with the pressures of marketing yourself. “I chose to self-brand because I realized that I needed to be proactive to succeed. I wish it wasn’t necessary and that the focus can remain on art itself, but, unfortunately, you need to market yourself to be seen,” he says.  

Ala Kheir, a self-taught professional photographer, participated in many photography projects, seminars, contests, and other events, greatly benefiting his career. “After being in the field for many years on different sides of the equation, I will say that the best favor a photographer can do for themselves is to do more and produce more personal projects that align with one’s interests and point of view.” 

Meanwhile, Anas Abu Baker practiced self-branding unintentionally during his early coaching days. “As a coach, people want to train with those who they trust, those who they believe can get them the results they want to achieve.”

As Covid-19 hit, things took a turn. He began coaching online and posting videos via his social media platforms, unlocking his interest in producing videos. This eventually led to Abu Baker setting up Dry Point Studios, where he functions as the Executive Producer and Film Director. 

“People want to know not what you do, but how you do it. It’s all about selling yourself,” he adds.

Self-branding results have been clear, but competition in the Middle East isn’t slowing down.

THE RESULTS

While self-branding can be effective in the Arab world, Hicker says it comes with nuances. 

“One common mistake is when people focus too much on appearance and not enough on substance—what I call the ‘all show, no delivery’ approach. This can backfire quickly when you can’t back up your claims with tangible results.”

If executed properly, self-branding can showcase people’s abilities and demonstrate that they can deliver on their promises. 

It can especially be important when considering the region’s emphasis on relationships and trust.  “Being able to communicate who you are and what you bring to the table can have a huge impact. It’s about finding that balance between putting yourself forward and maintaining authenticity,” says Hicker. 

Abu Baker believes that the interactions between people matter, and are considered a vital part of self-branding. “Direct human interactions are the most powerful. You could have done all the online branding right, but when you meet the client, and you aren’t a pleasant person to deal with, then that word travels around. It’s all about keeping a smile on your face, keeping it professional, and not letting that relationship wither.” 

This proves to be useful among entrepreneurs and freelancers because they are their brand, representing their business and, more importantly, being the face and brains behind everything. 

“It was an effective strategy when I started to build a larger audience interested in seeing my work. Other artists began engaging with my work, and event organizers would reach out to me for opportunities to perform or compose pieces for them,” says Al Bdiwi.

However, even full-time employees within a company can benefit from personal branding as the go-to person for something, thereby increasing their visibility and value. 

“If you’re the only person in the company who understands a particular system or process or established a pioneer project, that’s part of your brand. It gives you leverage and makes you irreplaceable,” Hicker adds. 

FINDING THE BALANCE

Being genuine and authentic is encouraged to get the most out of self-branding. Sincerity can go a long way in the process. 

“Don’t create a persona that’s more show than substance. Start by understanding yourself: What are your strengths? What are your values? What do you want people to say about you? Ask trusted people for feedback—you might be surprised at what stands out to others,” suggests Hicker.

“Craft a concise, clear narrative based on these insights, and let it guide all your communications—whether it’s an introduction, social media post, or job interview,” she adds.  

Abu Baker advises that people look inwards and develop the aspects that people want to brand. “If we can’t self-brand an identity that is true to us, then it’s very short term and sets you up for failure.”

More than just boosting confidence, taking such an approach could ensure consistency across a person’s network and platforms. 

Al Bdiwi echoes this statement, adding that he got caught up in the posting schedules, engagement, and growth rates rather than his passion for music. “The focus shifted from my passion for what I do to an obsession with social media performance, which led to burnout on multiple occasions. A helpful alternative that I found was building a supportive network of like-minded individuals. At the end of the day, you want to build a community that shares some of your values instead of grinding for sheer numbers.”

In a saturated and commercially driven market, having a personal and unique point of view is critical. Kheir says that, aside from technical skills, people need to have a deeper understanding of the world and demonstrate critical thinking.

“The region is full of untold stories and contextualized images by photographers who know the region well, and this will be in high demand,” he says.

Moreover, instead of trying to execute many tasks and roles at once, Abu Baker says that growing within your specific craft can be a more realistic way to self-brand. “Work on that craft and make sure that you develop your own style and language.”

While self-branding proves to be an effective strategy, self-awareness is just as important, if not more. “Knowing your strengths, weaknesses, and what drives you will help guide your career more effectively than any branding strategy,” says Hicker.

It is important to keep a detailed portfolio or record of one’s achievements and continuously update it with the projects one has worked on, the skills one has used and acquired, how one has overcome challenges, and what feedback one has received. 

“Self-branding opens doors, but it’s self-awareness and demonstrated results that keep you moving forward,” she says.