Self-Promotion, Without the Cringe

“PERSONAL BRANDING” has long been a cringeworthy term, smacking of superficial appearances and tasteless self-promotion. (Search for synonyms for “self-promotion” and you get words like “egotistical,” “arrogant,” “selfaggrandizing,” and “conceited.”) And yet we all recognize that professional success—particularly in a hypercompetitive world—often depends on getting others to appreciate the unique value that we bring to the table. In this issue, we’ve brought together HBR articles that recommend a more modern and nuanced approach to personal branding, one that emphasizes being authentic, honoring your values, building real relationships, and balancing visibility with humility. The process begins with introspection: an intentional examination of who you are, what your values are, what professional style makes you shine, and what kind of leader you want to be (see the first section, “Define Your Unique…