"Personal branding" can sound uncomfortable or performative, but at its core it simply means being consistent and clear about what you do well and what you care about professionally.
Start by identifying two or three themes that genuinely reflect your strengths and interests — for example, mentoring junior team members, improving inefficient processes, or translating technical work for non-technical audiences.
Let these themes show up consistently across your CV, LinkedIn profile, and interview answers, rather than presenting a different version of yourself in each context. Consistency builds credibility over time.
A strong personal brand does not require constant self-promotion. Occasionally sharing genuine insights, being a reliable presence in your professional community, and staying visible to former colleagues often does more than aggressive self-marketing.