Separating Core Brand from Delivery Vehicles: Sallee Poinsette-Nash’s Strategy for Clarity

In a recent LinkedIn post, Sallee Poinsette-Nash discusses a nuanced approach to personal branding, advocating for a clear distinction between one’s core expertise and the various roles or “vehicles” used to deliver that expertise. Poinsette-Nash argues that by separating these elements, individuals can avoid brand confusion and present a more cohesive professional identity.

According to Sallee Poinsette-Nash, the multiplicity of roles and activities that define a person can lead to a fragmented brand image. She suggests viewing these different aspects – such as a board advisor, keynote speaker, or consulting partner – not as the core identity, but as “delivery mechanisms” for a broader expertise.

“We have so many aspects to ‘who we are’ that our brand can become confusing when we’re seen doing too many things. When you view each aspect or role as a vehicle, you can jump in as the driver… the board advisor, keynote speaker, consulting partner, advisor, mentor.”

The Concept of “Vehicles” in Personal Branding

Sallee Poinsette-Nash elaborates on this concept by comparing professional roles to “vehicles” that transport one’s expertise. These vehicles, she posits, should be housed within the experience section of a professional profile, rather than being presented as the central pillar of one’s identity. This distinction is crucial because, as Poinsette-Nash points out, a brand is not solely about the individual but about how others perceive them.

“In a professional context, these are simply delivery mechanisms for your expertise, and they belong in your experience section, not as your core identity,” Poinsette-Nash writes.

Establishing a Broad, Expansive Core Identity

To counter the potential for brand confusion and outgrowing one’s identity, Sallee Poinsette-Nash proposes establishing an overarching “topline” identity. This broad and expansive theme serves as a foundational element above all the specific roles or “vehicles.” For Poinsette-Nash, this core identity is “Humans at Work.” This approach ensures that the core brand remains relevant and adaptable, preventing it from being outgrown.

By leading with this overarching theme, Poinsette-Nash suggests that various professional roles cease to compete with each other, thereby reducing confusion for external audiences. This clarity allows individuals to leverage their diverse experiences as evidence of their comprehensive capabilities.

“Imagine overarching signage sitting above all these things… the commercial outcome, area of focus or industry problem you own. Something super-broad and expansive will prevent you from outgrowing it.”

Drivers, Not Vehicles, Are What Businesses Buy

Sallee Poinsette-Nash emphasizes that businesses and organizations are not purchasing the “vehicles” themselves but rather the expertise and capability of the “drivers” operating them. This perspective highlights the importance of presenting oneself as a capable leader and problem-solver, with various roles serving as proof points for this capability.

“Businesses, organisations, markets… they don’t buy vehicles. They buy drivers,” Poinsette-Nash states. She concludes her post with a call to action for professionals to “upgrade the way you drive” in their career and leadership brand strategy.

“So when it comes to your career or leadership brand strategy, upgrade the way you drive!”

This strategic separation, as outlined by Sallee Poinsette-Nash, offers a powerful framework for professionals seeking to build a clear, compelling, and enduring personal brand that resonates with their target audience.