Personal Branding for Neurodivergent (ADHD or Autistic) Professionals

Personal branding can be challenging for anyone, but it becomes even more complex when combined with the social difficulties, masking, anxiety, and emotional reactivity that often accompany neurodevelopmental conditions like autism or ADHD. However, to sell our expertise or artistic creations, we must connect with prospective buyers, and a personal brand helps us achieve that.

Understanding Neurodivergent Personal Branding

Let's talk about how neurodivergent individuals can grapple with the challenges of building a personal brand.

Communication Is Key

Branding is fundamentally about communication. Not wanting to connect with others can harm your brand. The main advantage small business owners have over corporations is the personal connection with their audience. People invest in your business because they like you and want your services or art. Renouncing personal connections means losing your biggest advantage.

Challenges in Connecting with Neurotypicals

Connecting with neurotypical (NT) individuals can be difficult. We often encounter different communication styles, which can be especially pronounced when working online with people from various cultures. Some key differences:

• Americans often express exaggerated enthusiasm.
• They rarely offer critical feedback, even when necessary.
• Their feedback is often wrapped in many layers of a “feedback sandwich,” which I find inefficient.
• They don't proactively seek honest feedback, preferring platitudes.
• They tend to package their experience to appear more impressive, whereas we value modesty and verifiable facts.

These cultural differences can make honest and succinct communication challenging. Additionally, we are more prone to communication overwhelm, making it essential to be gentle with ourselves and set appropriate boundaries.

Rehearsing Challenging Situations

There are a finite number of situations you'll encounter in your business. Identifying patterns and learning how to handle them can make things easier. Here are some ways to practice:

• Imagine conversations with clients and practice different responses out loud.
• Role-play challenging situations with a therapist or coach.
• Prepare documents with “canned responses” or install them in your email client.
• Write letters expressing your thoughts before discussing problems with clients.

Finding Your Tribe

ND individuals often gravitate toward each other. We have compatible communication styles, making us ideal conversation partners. Over the years, I’ve noticed that many people whose blogs I enjoy are also ADHD and/or autistic. Fellow NDs will likely be over-represented in your audience, creating a supportive social bubble.

The Pitfalls of Masking

Everyone masks to some extent, but neurodivergent masking can be particularly harmful. It involves mimicking behaviors to avoid negative attention, which can lead to losing touch with one’s true self. Excessive masking, as illustrated by the character Maggie in "Runaway Bride," can cause personal distress and burnout. It’s crucial to balance masking with expressing your true nature to avoid stress and burnout.

Mimicking Communication Styles

Many people, including myself, unconsciously mimic others’ speech and writing patterns. This can happen with body language and tics as well. While it’s sometimes a gateway to breaking out of your mask, it’s essential to develop your authentic brand voice to avoid disconnects between your true self and public persona.

Solutions for Neurodivergent Branding Challenges

1. Release Expectations: Most branding advice comes from neurotypicals and may not work for you. Find your unique approach.

2. Lean Into Your Strengths: Focus on what comes naturally to you, whether it’s writing, visual art, or music.

3. Center Your Expertise: Share your skills and why you care about your work, rather than personal details you’re uncomfortable with.

4. Embrace Polarization: Ramp up your uniqueness to attract the right clients and repel those who aren’t a good fit.

5. Avoid Forcing a Niche: Specialization can be beneficial, but don’t squeeze yourself into a niche too soon. Explore your interests and find a balance.

6. Connect on Your Terms: Choose marketing channels that align with your strengths and preferences. You don’t have to follow trends or join every new platform.

7. Practice Introspection: Self-knowledge is a powerful branding tool. Understanding why you do things and what’s important to you will help you communicate authentically and confidently.

Building a personal brand as a neurodivergent professional can be daunting, but by embracing your unique traits and finding strategies that work for you, you can create a strong and authentic presence. Your quirks are your strengths—learn how to use them to your advantage.