Stop Hiding Parts of Yourself: Identity & Personal Branding with Dominique van Werkhoven

Today on the podcast, I'm chatting with Dominique van Werkhoven about the deep identity work that comes hand-in-hand with building a personal brand .    Dominique shares her non-linear career path, from studying law to living in France, working in international development, running nonprofits, and eventually co-founding her web copywriting and development business, The Werks, with her husband in Austria and the Netherlands .   We talk about the complexities of building a brand across cultures and languages, navigating multiple career identity shifts, shutting out external opinions, and why showing up fully as yourself is the ultimate key to attracting the right clients .

Key Takeaways Identity Drives Action: How you view yourself directly dictates the risks you take and the actions you pursue in your business . True Belonging Requires Authenticity: Hiding unique parts of your background or personality to "fit in" deprives you of genuine connection; those exact traits might be what draw your ideal clients in . Navigating Multi-Cultural Branding: Building an international brand requires finding a common communication language while providing helpful context for cultural nuances and colloquialisms . Embracing Career Identity Shifts: Transitioning between sectors (like moving from non-profit work to entrepreneurship) requires intentional mindset shifts to value your time and price your services confidently . Visibility Creates Evidence for Others: Showing up authentically provides crucial representation and evidence to others that success is possible for people with similar backgrounds . Episode Highlights 00:58 - Dominique's journey: moving internationally four times, raising three boys, and co-founding The Werks. 07:22 - Navigating the identity and mindset shifts required when transitioning from the non-profit sector to commercial business . 20:56 - Why hiding parts of your identity to fit in prevents true belonging and connection . 26:55 - Managing visibility, setting personal boundaries online, and navigating the risks of public exposure. 36:25 - The practical challenges and rewards of building an international brand across languages and cultural communication styles . About the Guest Dominique van Werkhoven is a copywriter and co-founder of The Werks, a studio she runs with her husband offering website development and copywriting for small businesses and freelancers .

Website: thewerks.nl Instagram: @thewerks.nl I would love to hear what you think of