Gratitude and Your Personal Brand

By Paula Zirinsky, Zirinsky Strategy LLC

Branding expert David Brier has said, “Branding is the art of differentiation.” I believe it is no different for your personal brand.

One of the primary tenets of your personal branding is knowing what you want to be known for. For many, gratitude, and in particular showing gratitude as a point of differentiation, can be a huge part of what sets you apart. The impact you make or can make on others when doing so is your purpose. The magic happens when you combine the two – differentiation and purpose – by adding value to others via purpose-driven deliberate actions.

Sticking with gratitude as a point of differentiation: While being kind, generous, or helpful are meaningful attributes for some, for others, they are merely aspirational. To make gratitude a real point of differentiation and to make a real impact, gratitude needs to be demonstrated consistently and, yes, even paid forward. But these are not payments made via a check, rather they are payments demonstrated by your actions. Those focused on gratitude as a point of differentiation may have an open-door policy, showing they are there to help, advise, and counsel, regardless of whether it will result in something tangible for them. While the colleague who consistently cancels meetings with others asking for help, whether from inside their organization or from the outside, because there is nothing ‘in it for them’ may not be a person demonstrating meaningful gratitude. Without stating the obvious, paying it forward is important since they may be that person someday.

For those who kept that meeting and paid forward, yes, you have shown your vulnerability and more human side: you shared a bit of yourself. For at least a few moments, the generosity of your time has indeed helped someone. Finding the time to be kind can never be overstated.

A colleague of mine had a mantra: In company meetings, whether a large town hall or a small department weekly, always start with a thank you, an expression of gratitude to the team. While your agenda and business updates may be the primary objective, noting how much the team is appreciated is much more meaningful. But another colleague fully understood how to demonstrate gratitude authentically: He would take the time to write personal notes (not an email, quick text, or a nod in the hall) – yes, the old-fashioned way, written in ink, thank-you cards. He also never canceled meetings with those asking for his help. He made time with purpose-driven, deliberate actions.

In “The Hidden Power of Recognition and Advocacy: How Small Acts Create Lasting Impact,” the cognitive scientist James Kane writes about generosity and recognition, saying, “Then there is recognition. A different kind of generosity. Not an opportunity, not an introduction, just a moment where someone says: “I see you.” A note after a talk. A message on LinkedIn. A passing comment that stays with you longer than the person who said it ever intended. It does not change careers. It does not open doors. But it keeps people going.”

The great thing about gratitude is that you do not need to wait for a specific event or reason to show it. In fact, you should not. Years ago, a professional colleague asked if I would like to host a table at an event they were sponsoring. They so smartly (and I must say generously) suggested that this might be an opportunity for me to thank my network of supporters and advisors. I jumped on this. Many of my supporters did not know one another and were delighted to attend and meet the others. It was, bar none, the best table conversation in the room. When the breakfast ended, everyone left as if they were longtime friends; everyone expanded their professional network just as I reinforced mine.

Too often, networking gets a bad reputation, with people only reaching out when they need something. But networking, at its core, is about building genuine relationships, and gratitude plays a key role in that. When you acknowledge and appreciate those who have supported, advised, admired, or connected with you, you strengthen those bonds and make networking a natural, ongoing process rather than a last-minute scramble when you need something. A quick note of thanks, checking in without an agenda, or celebrating someone else’s success all show that your network is not just a means to an end—it is a community you genuinely value.

Your personal brand serves as your "guidebook.” It precedes you wherever you go. Gratitude, as a core component of your personal brand, generously helps define and shape how others perceive and engage with you. And if graciousness, gratitude, and generosity serve as differentiating pillars of your personal brand – gratitude the entire time, you can build on everything else. Even if not innate, we can all practice and make it part of our routine. We can all be the person known for their kindness, gratitude, and support.   

Do you need help with defining or retooling your personal brand? At Zirinsky Strategy, we help clients articulate their strengths, define what sets them apart, and shape how others perceive and engage with them. All are crucial not just for your personal brand, but for your professional success.

Get your FREE Guide to Personal Branding and FREE Consultation here.

Paula Zirinsky is the founder of Zirinsky Strategy, a strategic marketing professional services advisory. She brings a creative approach to problem-solving through branding, thought leadership and intentional marketing initiatives. A former global CMO, she has held leadership positions at K2 Integrity, a leading risk advisory firm and law firms including Morgan Lewis, Morvillo Abramowitz, Fried Frank and Cadwalader Wickersham & Taft. You can see her at Day 2 of RainDance 2025. Be sure to say hi!