Be the iPad, Not Just Another Tablet

By Su Su and John Blocher

The Stepping Stone, September 2025

When I need to buy a tablet, I don’t browse around aimlessly. I go online and look for iPad deals. I don’t even think about other tablets. Why? Because of the Apple brand.

Apple has built a reputation that makes its products top-of-mind. It’s not just about functionality—it’s about trust, quality, and identity. When people think “tablet,” they often think “iPad.”

Now let’s flip the question:

When people are looking to hire, collaborate, or connect, do you want to be the iPad—or just another tablet on the shelf? How can you make yourself an iPad?

What Is Self-Branding?

I asked ChatGPT for a definition of self-branding, and here was the answer:

“The practice of marketing oneself and one’s career as a brand; the process by which individuals consciously create a public image or identity to promote themselves professionally or personally.”

In simple terms, self-branding is how you show up in the world, both in person and online. It’s how others perceive your strengths, your values, your work ethic, and your uniqueness. Whether you realize it or not, you are already branding yourself every day.

You’re Always Selling Something

We don’t usually think of ourselves as salespeople, but every day we’re “selling” in small ways:

Applying for a job? You’re selling your skills and experience.
Pitching a new idea at work? You’re selling your vision and influence.
Convincing your friends where to eat? You’re selling your judgment.

To sell well, you need a brand that people trust and believe in. To become a better “salesperson” in life, you need to clarify and strengthen your brand.

How Do You Build Your Personal Brand?

Self-branding isn’t about pretending to be someone you’re not. It’s about identifying what makes you you, and making sure that’s what people see, think of and say about you.

1. Define Your Identity

Your brand reflects what you value and what you bring to the table. Be honest and authentic, and start with what feels true to you, not just what sounds impressive.

Ask yourself:

What am I passionate about?
What are my strengths?
What do I want people to say about me when I’m not in the room?

Even more importantly, ask:

What problems do I solve for others? What value do I deliver consistently?

Your brand should be tied to the specific outcome or result you provide. That becomes the centerpiece of your personal brand. Don’t try to be everything to everyone. Be known for doing something exceptionally well—and consistently.

2. Seek Feedback

Once you’ve identified your ideal brand, the next step is to understand how others currently perceive you. There’s often a gap between how we see ourselves and how others see us.

At the workplace, use moments like performance reviews, one-on-ones, or informal check-ins to gather feedback. Ask specific questions that relate to your brand—avoiding general questions like “How am I doing?” For example, if you want to be seen as reliable and deadline-driven, ask:

“Have you seen any ways in which you think I could do a better job of consistently meeting expectations?
“Have I communicated effectively when things change, or delays arise?”
“What could I do better to improve project follow-through?”

Understanding the gap between your intention and their perception is how your brand gets stronger.

3. Live Your Brand Everyday

Let’s say your brand is “the person who gets things done—no missed deadlines.” Then you need to:

Stay organized with strong project management.
Proactively communicate if delays arise.
Offer partial results or updates that minimize downstream impacts.

Even when things don’t go as planned, how you handle it matters. A missed deadline might hurt your brand—but if you communicate early, offer alternatives, and stay honest, people will remember how you handle it professionally.

In fact, turning a potential miss into a positive can strengthen your brand. For instance, if a deadline is at risk, but you inform stakeholders early and offer solutions, stakeholders will appreciate your transparency, responsibility, and proactive approach.

If your brand is “the person who finds solutions to difficult problems.” Then you need to:

Understand problems to be solved and any past solutions tried.
Explore and research potential solutions creatively and find clues leading to those solutions.
Communicate when the best solution is found and explain how to implement it.

This latter brand—“the person who finds solutions to difficult problems”—often represents a more advanced, proactive identity. It goes beyond executing tasks on time; it involves identifying high-impact issues, navigating ambiguity, and driving meaningful change.

While being reliable and meeting deadlines builds trust, solving complex problems builds influence. In many cases, someone known for delivering consistently may evolve into a problem solver. Problem solvers shape direction, not just follow it. Ultimately, becoming this type of leader advances your brand to one with strategic value and long-term impact.

4. Strengthen Your Strengths, Manage Your Weaknesses

Building a strong brand doesn’t mean you have to be perfect. Everyone has weaknesses. Your brand should be built around your strengths—not your shortcomings. The goal isn’t to eliminate your shortcomings, but to make sure they don’t define you or create major risks to your brand.

Focus your energy on amplifying your strengths. At the same time, manage your weaknesses so they are under control, become less noticeable over time, and don’t drag down your brand.

Let’s say public speaking isn’t your strong suit—but you’re an excellent writer. You can build your brand as a clear communicator through writing, while gradually improving your speaking ability without letting it hold you back.

You may have a weakness that is not obvious to you. For example, just because you can write solid emails doesn’t mean you will perform well in writing a report on a topic, especially a technical report. Writing is a multifaceted skill and you must develop each type of writing while adapting to the type required for each project. This is where a level of even informal peer review can expose the weakness and give you something to improve.

5. Sharpen Your Communication and Listening

Strong communicators don’t just speak clearly, they also listen well. The way you engage with others in conversations, meetings and interviews directly affects how your brand is perceived.

To strengthen your personal brand, you should know your message and deliver it with confidence.

You should ask meaningful questions and show curiosity and understanding. Pay attention to what others are saying, not just what you want to say next. People remember how you make them feel.

6. Find Your Advocate

No matter how strong your personal brand is, it becomes even more powerful when someone else believes in you and speaks up for you. An advocate is someone who sees your value, supports your growth, and mentions your name or recommends you in rooms where you’re not present.

Your advocate could be your manager, mentor/coach, teammate, or professional contact. You don’t need to formally ask, “Will you be my advocate?” Instead, you earn it through consistent work, clear communication, and mutual respect.

At the same time, be an advocate for others. Brand-building is not a solo game—it grows stronger in the community. When you lift others up, your brand becomes known not just for excellence, but also for integrity and leadership.

Make it Intentional

Think of self-branding as your reputation, made intentional. Whether you’re applying for a job, working on a team, or building relationships, people form opinions about you based on what you say, how you act, and the value you bring.

What’s the difference between a strong brand and a forgettable one? Deliberate action—be clear about who you are, show it consistently, and keep growing. That’s how you become the iPad in the world of tablets.

This article is provided for informational and educational purposes only. Neither the Society of Actuaries nor the respective authors’ employers make any endorsement, representation or guarantee with regard to any content, and disclaim any liability in connection with the use or misuse of any information provided herein. This article should not be construed as professional or financial advice. Statements of fact and opinions expressed herein are those of the individual authors and are not necessarily those of the Society of Actuaries or the respective authors’ employers.

Su Su, FSA, MAAA, is a consulting actuary at Milliman. She can be reached at Su.Su@milliman.com or via LinkedIn.

John Blocher is the CFO and VP at Liberty Bankers Life Insurance Company, and can be reached at john.blocher@lbig.com or on LinkedIn.