Imposter Syndrome Isn’t Real – And It’s Holding Your Personal Brand Back

You’ve heard it a thousand times.
Imposter syndrome.

It’s been packaged, therapised, and used as a catch-all explanation for every moment of self-doubt. But imposter syndrome isn’t real. Or at least not in the way people talk about it. It’s not some external condition that just happens to you like a bad cold. It’s not a psychological saboteur hiding under your desk. And it’s definitely not a legitimate reason to keep your head down and your mouth shut.

What it is, is a story. One you tell yourself. Over and over.

• “I’m not ready.”

• “I don’t know enough.”

• “I’ll wait until I feel more confident.”

Translation?

“I don’t feel safe being visible.”

And while that’s understandable (especially for people who’ve been told their whole lives to be humble, quiet, careful), it doesn’t mean your hesitation is proof you’re unqualified. In fact, it’s often the opposite. Let’s get into why it’s holding your personal brand back.

Most “Imposters” Are Just Surrounded By High Standards

Most people claiming imposter syndrome are not faking it. They’re just self-aware enough to know they’re still learning. They’re operating in environments where they’re challenged, where they respect the people around them, and where the bar is high.

In fact, around 25–30% of high-achieving individuals report struggling with it regularly.

Not because they’re clueless – but because they’re surrounded by smart people, working on big sh*t, and they care about doing it right.

Ironically, the ones who probably should be questioning themselves (aka the loud ones recycling opinions and second-hand LinkedIn wisdom) rarely feel any imposter syndrome at all. Because self-doubt doesn’t come from being unqualified. It comes from giving a sh*t, having high standards and wanting to do a good job. From actually caring about the quality of your work, the accuracy of your ideas, and how you show up in the world.

And that’s exactly where personal branding gets messy.

Confidence Isn’t a Qualification

Somewhere along the way, we started confusing confidence with ability and credibility. The internet loves a bold opinion, and personal branding has become tightly associated with being outspoken and polished. But confidence is a performance at the end of the day. A tone. A filter.

It is not evidence of experience, intelligence, or value.

This is why most people struggle with building a personal brand – they think if they don’t feel confident, they’re not ready.

We’ve all seen loud, shiny personal brands that are built entirely on style rather than substance. Posts filled with the same insights, regurgitated podcast points, and surface-level fluff disguised as ‘thought leadership’. Meanwhile, the people with actual experience – real depth, hard-earned lessons, original thinking … say nothing. Not because they have nothing to say, but because they’re waiting to feel “ready”.

That gap between those who speak and those who don’t? That’s not imposter syndrome. That’s just misplaced standards. Trust us, even if you consider yourself to be shy – you can still build a personal brand without faking confidence.

You Don’t Need to Be an Expert. You Just Need to Be Honest.

Personal branding doesn’t require you to be the final word on anything. You don’t need ten years of experience, a flawless track record, or a blue tick next to your name. You need one thing: perspective. And if you’re doing the work, you have one.

The pressure to come across as fully-formed, perfectly packaged and ready for TED Talks is completely unnecessary. In fact, it’s the opposite of what a strong personal brand is about. Branding isn’t about making big claims for the sake of it, it’s about providing context. It’s saying, “Here’s what I’ve learned so far. Take what’s useful.”

That’s it. That’s the job.

The people who try to brand themselves as experts tend to fall flat. The people who brand themselves as real, as in it, as doing the work are the ones who stick.

Let’s Call This What It Is: A Confidence Gap, Not a Skills Gap

If we’re going to be honest about what’s happening here, we should mention that this doesn’t hit everyone equally. Especially when it comes to women and other underrepresented groups in the workplace.

The research backs it up:
A meta-analysis of 100+ studies found that women consistently report stronger imposter feelings than men.

You see it play out in everyday moments.

A man sees ten job requirements, meets three, and hits apply.
A woman sees the same list, misses one, and thinks she’s underqualified.

That mindset doesn’t just affect hiring decisions – it affects what people post, how they show up, and whether they feel confident putting their ideas into the world.

But let’s be clear: this isn’t a competence issue.
It’s not that women are less skilled. It’s that they’ve been conditioned to question themselves.

This is where the term “imposter syndrome” starts to fall apart.
Because what’s often labelled as a personal mindset issue is really a systemic one.

As argued in the Harvard Business Review article Stop Telling Women They Have Imposter Syndrome, what’s often labelled as “imposter syndrome” isn’t a personal flaw at all. It’s a reaction to environments, cultures, and systems that make capable people question whether they belong. Calling it a syndrome makes it sound like something internal that needs fixing – when in reality, it’s a signal that the context is off, not the person.

It’s not that you’re broken.
It’s that you’ve internalised messages from systems that are.

So no, we don’t buy into the idea that imposter syndrome is some universal character flaw to overcome with a bit of journaling and a confidence workshop.

More often than not, the people who feel it are the ones who are paying attention. Who are self-aware. Who give a sh*t. And ironically, the ones who should be questioning themselves – the loudest voices recycling second-hand LinkedIn wisdom like it’s gospel – often don’t feel a shred of it.

This isn’t about competence. It’s about social conditioning. It’s about years of being taught that visibility is arrogance. That self-promotion is tacky. That confidence is something other people are allowed to have.

Imposter syndrome isn’t real. But confidence gaps are. And they’re not your fault – but they are your challenge to overcome if you want to build a brand that gets you seen.

The good news? That’s what we help with.

Silence Doesn’t Protect You. It Just Makes You Invisible.

Here’s the bit that stings: if you don’t tell your story, someone else will. And when you don’t speak up, don’t post, don’t take ownership of your work, your personal brand gets built for you – by assumptions, by outdated job titles, or by total silence.

People assume what they’re shown. And if you don’t show them anything, they assume… nothing.

Silence doesn’t keep you safe. It keeps you small.

You’re not bragging by building a personal brand. You’re not being arrogant by sharing your thoughts. You’re not crossing some invisible line by saying, “This is what I think.”

You’re claiming what’s already yours: your perspective, your experience, your f*cking voice.

Start Before You Feel Ready. Because That Feeling Never Comes.

The biggest lie ‘imposter syndrome’ tells you is that there’s a moment when you’ll suddenly feel ready. That one day, you’ll wake up and your doubts will be gone, your confidence will be at 100%, and everything you say will sound like gospel.

It won’t.

What actually happens is this:
👉 You start showing up.
👉 You post, even when it feels awkward.
👉 You speak, even when your voice shakes.
👉 You back yourself, even if only a little.

And then, over time, you start to realise the thing you were scared of was never real.

👉 Visibility builds clarity.
👉 Consistency builds confidence.
👉 Time builds authority.

You don’t wait until you feel ready to build a brand.
You build a brand and realise you were ready the whole fu*king time. But not without hiring a personal branding agency to help you first.

Final Truth: Everyone’s Making It Up As They Go

Seriously. Everyone is learning in public. The only difference is that some people are willing to do it louder.

You don’t need to be perfect. You need to be present.
You don’t need to know everything. You need to show what you know right now.
You don’t need to fake confidence. You need to show up with honesty.
You don’t need to follow random personal brand trends. You need a brand that actually sounds like you.

Because someone has to be visible.
Someone has to lead.
So why the f*ck not you?

But you can’t build a personal brand on your own.

Need help building a brand that actually reflects who you are? One that doesn’t rely on fake confidence? That’s our bread and butter at co&co.

Strategy, voice, visibility, brand – done properly, no fluff.

Let’s build the brand before you feel ready.