Article Four of the Juneteenth Series — Belief Sells: The New Rules of Identity-Driven Marketing
There’s a generation of professionals still trying to market themselves like it’s 1998. Their business cards are pristine, their website has “About Us” copy that was clearly written by a ghost in khakis, and their headshot looks like it’s from a witness protection program.
Here’s the uncomfortable truth:
You are the brand.
And that’s not a liability. It’s your greatest asset—and the foundation of a strong personal branding strategy.
Bozoma Saint John gets this. She doesn’t have a brand—she is one. Her presence isn’t accidental. It’s strategic. It’s what makes people trust, remember, and refer her. And while you don’t need to show up with glitter and leather like Boz, you do need to show up at all.
Let’s talk about why executive visibility isn’t vanity—it’s business.
Why Visibility Builds Trust (and Revenue)
According to Nielsen’s Black Consumer Report, trust increases dramatically when people feel seen, heard, and reflected in the brands they engage with. Especially when it comes to service professionals—planners, agents, advisors—your face and philosophy matter more than your tagline.
And this isn’t just a culture-driven idea. A 2023 Inc. Magazine feature on trust and leadership sums it up:
“When leaders make themselves visible, accessible, and emotionally authentic, trust follows.”
That’s not fluff. That’s conversion.
The Direct Mail Problem: Missing Faces, Missing Voice
Direct mail is your superpower—when you actually use it to connect.
Most mailers talk about services, rates, “solutions”—but never show a human behind the business. That’s a missed opportunity. A physical mailer already has the advantage of showing up in someone’s space. All it needs is a human touch to make it matter.
What if your mail said:
“Hi, I’m Marissa. I help families in [Neighborhood] build peace of mind.”
And it had your actual face. Not a stock model in a gray suit.
Try This Personal Branding Strategy: Launch a “Face-Forward” Campaign
Here’s how to build a mail series around your actual presence, not your offer list.
Mailer 1: Your Why
Share your story. Keep it conversational.
Show your photo. Talk about the real reason you chose this path.
Close with: “Let’s talk. I’m right here in your neighborhood.”
Mailer 2: Your Philosophy
What do you believe about home ownership, money, legacy?
Frame it like a letter—not a brochure.
Add your signature and a brief quote from a client or mentor.
Mailer 3: Your Invitation
Invite them to an event, a coffee, a conversation.
Include a testimonial.
Add a short video link or QR code to a page where they can see you speak directly to them.
This is called layered presence:
They see you → they hear you → they trust you.
Why This Works: Familiarity Breeds Trust
Psychologists call it the mere-exposure effect: the more people see you, the more they trust you.
And this is where Juneteenth marketing intersects with real-world relevance—because representation, presence, and ownership of your narrative matter. For communities historically excluded from mainstream leadership imagery, showing up is radical in itself.
Sprout Social recently reported that community-centered visibility outperforms influencer strategies in long-term engagement. Not because it’s flashy—but because it’s relational.
What Bozoma Taught Us About Showing Up
Bozoma doesn’t separate the personal from the professional.
She understands that presence is leadership—and that branding without visibility is just noise.
Need more of her method?
Check out how she breaks it down in “The Bozoma Blueprint: How to Build Brands with Personality That Actually Lives.”
📚 Further Reading & References
- TED Talk – “The Creative Power of Your Intuition”
- Nielsen – Black Consumer Culture Report
- Inc. – 3 Ways to Build Trust
- Sprout Social – Social Media Community Management
- The Lives of Men – Jason Rosario
TL;DR (Trust. Lead. Distinguish. Resonate.)
Visibility isn’t vanity—it’s personal branding strategy done right.
Your face, tone, and presence are what clients trust—not just your credentials.
Direct mail becomes memorable when it sounds like a person—not a PDF.
Show up. Be seen. Build trust through proximity and personality.
Next up: High Stakes Storytelling
Because nothing builds emotional connection like a real, raw, human story—and yes, you have one. Even if it doesn’t start with “I was born in a cabin.”
Ready to turn presence into your strategy? Let Plum handle your personal branding so you can focus on showing up—and standing out.
