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Digital Career Reinvention: My Rebranding & Niche Journey

Ditch the influencer mentality. Discover the power of personal branding. Learn how to craft an authentic identity, embrace change, and create meaningful connections that resonate.

  1. Crafting a responsible brand
  2. Beyond the Influencer
  3. What is a Personal Brand?
  4. Why Build Your Personal Brand?
  5. How to Build Your Personal Brand
  6. Overcoming Challenges and Staying Motivated
  7. The Iceberg Effect

For long, I’ve wondered about the definition of a brand. Over the years with multiple challenging situations leading to inner search, I figured out that a brand is what you project to the world, how they see you. And I think that’s when I seriously began to do some work on myself. I questioned my identity. Who am I? What am I really seeking?

Soul searching isn’t an easy task. Like all of life, it’s a puzzle, a maze. But then one day, something strikes you. If you look at this as a positive quest, it is something that will lead you to things that fulfill you.

My search always begins from the inner core. It then transmits into every area of my life until it becomes the image of myself that brings me joy.

After working in many media houses as a senior editor and journalist, when my blog came into existence in 2012, I was expected to live up to that old image. However, I was sitting in a chair of disillusionment. The world inside the phone or my laptop, wasn’t the world that I wrote about in magazines or newspapers. This moved like the speed of light; it was neither still nor loyal. I felt myself shirking as all my attempts create high quality content were disregarded. I felt pushed under the carpet, labelled a dead auntie!

But then, one fine day, I woke up to the realisation that in a changed world, I needed to rebrand myself, chart out a new course.

I took a break, a really long one to assess my skills, my values, my core interests, my USP and ability. I scrapped everything that made me cringe from my old blog. I gave it a new identity and a new road. (You can read about it here.)

I let go of old ways of handling my content and rushed headlong into learning new skills such as photography, videography, art of putting on make-up (yes, I’ve only used it a handful of times in my entire five decades of existence) and now, finally am working hard on shedding weight and becoming fitter. There are multiple reasons for this body, mind, spirit shift. (You can read about it here.)

Cutting this journey short, from 2021-2025, it’s been work in progress. And to some extent, I feel I have crafted new tracks. Nature, birds, wildlife, outdoors, mental health, wellness, travel, cultural narratives, sensitive heart touching stories are my mainstays.

Giving you an example, recently, I spoke to an old acquaintance, someone I’ve known for over 15 years. Her first words on hearing from me were that she loves the photographs I share on social media–birds, flowers and landscape make her feel good. Fellow bloggers, Cindy Ann D’Silva, Samata Dey Bose, Janaki Srinivasan, Marietta Pereira, Anuradha Sowmyanarayanan tag me in their birding and nature posts. They immediately think of me when they come across these magnificent creatures and anything related to the natural world.

Going a step ahead, a producer from CNN News 18 came across an old post of mine on flowers through Google. It being Valentine Week, they were holding a talk around indigenous flowers on their breakfast show at 8 am. She reached out to me on Twitter/X and Instagram, and invited me as a guest on it. I shared that space with the well-known Peepal Baba (someone I’ve been following for years). It was my wake-up call.

The tracks I had started walking on in 2021 were now leading to a destination. Despite the ups and downs, I had managed to create my joyful niche. Followers, likes, shares, comments were no longer the benchmark. It was the recall value that thrilled me. I love Nature and spreading the word about it makes me happy. It also makes other people happy. And that shared joy is my brand of content creation.

Crafting a responsible brand

Branding is more than networks and clothing, it’s about a distinct self-expression, self worth and your individual identity. A dozen people might be doing what you do, but even then, your distinct style will give you the edge. Wearing branded clothes, networking with high-profile people doesn’t make you a brand. The worth that you deliver makes you a brand.

Beyond the Influencer

In today’s digital world, it’s easy to get lost in the crowd of social media influencers (the recent ‘India’s Got Latent’ case with violating content is a wake-up call). While they may capture attention, true power is more than just a catchy bio or a trendy hashtag; it’s about crafting a unique identity that resonates with your audience and drives meaningful connections.

What is a Personal Brand?

A personal brand is the perception people have of you. It’s the sum of your experiences, skills, values, and personality. It’s the story you tell the world, and it’s what sets you apart from the competition.

Why Build Your Personal Brand?

Building a strong personal brand offers numerous benefits:

Increased Visibility: A strong brand will differentiate you from your competition and make you more memorable.

Attract Better Opportunities: People who resonate with your brand will be more likely to hire you, work with you, or buy from you.

Command Premium Rates: As your brand grows, you can charge more for your services or expertise.

Connect with Like-Minded People: Your brand will attract others who share your values and beliefs, leading to valuable connections.

Gain Influence and Impact: A strong brand allows you to share your ideas and make a difference in the world.

Enhanced Credibility: Build trust and authority in your industry.

How to Build Your Personal Brand

1. Discover Your Unique Value Proposition:

  • Identify Your Core Values: What do you stand for? What drives you? These core values will be the foundation of your brand.
  • Identify Your Strengths: What are your unique skills and talents? I might be working on something that actually doesn’t resonate with me. In my case, the print media operates at a different pace and in a different style. It took me time to adapt to the new media, its ways and requirements.
  • Define Your Values: What principles guide your work and life? I’ve always written on positive subjects that ignite hope and create a beautiful ambience. I feel that we all need as much light as possible on our paths.
  • Know Your Target Audience: Who are you trying to reach? For me, this was a haze for a long time. As I participated in blog hops and forums, I realised that everyone wanted love, light and laughter; age didn’t define these values.
  • Craft Your Story: Everyone has a story to tell. Share your experiences, your expertise, and your passions to connect with your audience on a deeper level.

2. Craft Your Brand Story:

  • Develop Your Brand Narrative: Create a compelling story that highlights your journey and mission.
  • Define Your Brand Voice: Determine the tone and style of your communication. In my case, personal experience and expert voices work best.
  • Visual Branding: Design a visually appealing logo, color palette, and typography.

3. Build Your Online Presence:

  • Optimize Your Social Media Profiles: Create consistent profiles across platforms.
  • Share High-Quality Content: Produce valuable content that engages your audience. The best way to build trust and credibility is to offer valuable content and resources to your audience.
  • Network Strategically: Build relationships with other influencers and industry professionals.

4. Stay Consistent and Authentic:

  • Consistency: Maintain a consistent brand image across all channels.Your brand needs to be consistent across all platforms, from your online presence to your in-person interactions.
  • Authenticity: Be genuine and transparent in your communication.
  • Adaptability: Stay updated on industry trends and be willing to evolve.

Overcoming Challenges and Staying Motivated

Building a personal brand is an ongoing journey. Here are some tips to overcome challenges and stay motivated:

  • Set Clear Goals: Define specific, measurable, achievable, relevant, and time-bound goals.
  • Celebrate Small Wins: Acknowledge your progress and reward yourself.
  • Learn from Failures: Use setbacks as opportunities for growth.
  • Seek Feedback: Listen to your audience and adapt your strategy accordingly.
  • Stay Patient: Building a strong brand takes time and effort.

The Iceberg Effect

Your personal brand is like an iceberg. The public persona you project is the tip of the iceberg, but there’s a lot more going on beneath the surface.  

A brand is more than just a logo or a tagline. It’s the complete picture people have of you in their minds. It’s about your philosophy, your values, and the emotions you evoke. It’s the promise you make to the world about what you offer and how you’ll deliver it.

Authenticity is the cornerstone of a powerful personal brand. While experience and expertise are important, what truly resonates with people is your genuine self. Your brand should reflect your unique personality, your values, and your aspirations.

Authenticity builds trust and credibility, allowing you to connect with your audience on a deeper level. Remember, people are more likely to support and follow someone who is genuine and transparent, rather than someone who is trying to be someone they’re not.

So, embrace your true self, and let your authenticity shine through in everything you do.

Are you ready to start building your powerful personal brand? Share your thoughts and questions in the comments below!

This blog post is part of ‘Blogaberry Dazzle’ hosted by Cindy D’Silva and Noor Anand Chawla.

37 thoughts on “Digital Career Reinvention: My Rebranding & Niche Journey”

      1. Starting over is never easy, but sometimes it’s exactly what we need. I took a break from copywriting and started fresh this year too, and it felt necessary. Change can be scary, but it also opens up so many new possibilities. Your journey is really inspiring—wishing you all the best on this new path.

        Liked by 1 person

  2. This post really resonates with me! I love how you emphasize authenticity and staying true to yourself while building a personal brand. It’s so inspiring to read about your journey of self-discovery and how you embraced change. Your story proves that being genuine and consistent can lead to meaningful connections. So motivating!

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  3. Your rebranding journey is inspiring, Ambica. My journey started in reverse. I started my career at 40 and blogging at 48. I had no clue of what I was doing but just kept doing it and here I am. I am still struggling with social media. Your line on command premium rates, remind me about last night’s conversation with a fellow blogger. She offered me a guest post at a particular price a few weeks ago and last night called me to ask if I would publish it for a much lower price. I said a firm”no”. She was trying to cajole me but I stood my ground. i said I will not undersell myself and today she reverted saying that the brand agreed to my price 🙂

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  4. If you talk about me.. I started as reviewer, then became a blogger, then made it a brand , then entered influencer industry , became an author, became a compiler, again opened a new brand paralelley. Every where I ensured what I do , I do with sensibility. We need to make us better at every step we take in life. Now the question is about that specific social media influencer case u mentioned in this post…. I agree what he said was wrong…. but what exactly influenced this generation to be like that? There are many so called celebrated comedians… and I dont want to take the names and I am sure you will guess it… for me and in my opinion they fast started crossing the bar comedies and many of us laughed enjoyed and many celebritries also became the guests of those shows. Was their sense of humor or comedy appreciable. It started long back and no one rectified them and so it gave the opinion to todays podcasters, comedians and other profiles to speak such nonsense in open forum. Is that guy only responsible and we not?

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  6. I can relate to your story of rebranding journey, though I haven’t done this to the scale you have reached. I still do my day job but I have taken up this blogging thing seriously which makes me happy on creative side. Hope I can find my niche soon.

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  7. Your journey is truly inspiring. Rediscovering yourself and rebranding takes immense courage—hats off to you! Your story has given me a deeper understanding of the concept of rebranding. Thank you for sharing it. As for me, I’ve always written professionally about healthcare, drawing from my academic background. However, my real love lies in blogging. The thing is, I haven’t quite figured out my niche yet. I write about whatever stirs my soul and feels right—be it a personal anecdote, a fictional story, a historical fragment, or mythology. I guess you could say I’m all over the place!😅

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  9. It is safe to say Brand Ambica has arrived , when I saw you on CNN . Your bird watching posts are really nice. I associate your nam ewith truth, sincerity and mindfulness Ambica.

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  10. Your post touched a chord. A question I have often asked myself. Being a full time development professional, this blog is my personal space. However, I still want to create a brand or give a personality to my blog. One thing of course is that it is completely authentic – but my struggle is to increase my audience, reach more people. When remaining committed to regular blogging itself is not easy, I find it tough to find time to promote on social media or do SEO. So even though my objective is not to earn money from this blog, I do want to reach more people.

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    1. You know, reaching the right people might be a better solution. If you want your kind, the rest happens on its own. SEO, forums and also consistency pays off. You have such a plethora of experiential content, it would be good to do some sharing on forums where people need this kind of support.

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  11. I absolutely loved reading about your digital career reinvention journey! 🚀 The way you navigated rebranding with such clarity and purpose is truly inspiring. It’s not easy to pivot, but your experience proves how rewarding it can be when done with passion and strategy. Your insights on finding the right niche really got me thinking about personal branding in a whole new way.

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  12. Your journey of self branding and self transformation is amazing. I know you through this Blogberry only but I learnt lots of things from you. Your post is really helpful for me as I am also want to establish personal branding. Congratulations on your CNN interview and good luck for the future.

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  16. Your years of experience have given this post authenticity and panache, Ambica. It’s great how you’ve adapted and evolved yourselves with changing times. There’s a lot I can and will learn from this post about personal branding. Thank you!

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  17. I have always been all over the place- Jack of all trades! :/ It sucks to not being able to figure out where your true interest lie but I guess, that’s who I am- books, photography, food, lifestyle! Hmm. someday, I may figure out. Thank you for the motivation.

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  19. Pingback: Blogging: Dinosaur or Bird? Relevance & Mental Health Impact – Queen of Treasures

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