Behind the Scenes of Janki DePalma’s Brand Refresh

Meet Janki DePalma: a respected Business Development leader in the Architecture, Engineering, and Construction (A/E/C) industry, passionate about helping others build authentic relationships and creating more inclusive professional spaces. Known for her sharp strategic mind, deep empathy, and creativity, Janki had been showing up online through LinkedIn posts, panel discussions, and mentoring relationships. But something still didn’t feel aligned.

She was consistently speaking on stages and delivering her signature talk, “From Pack Mule to Unicorn” but her online presence didn’t reflect her leadership. She’d share event flyers and updates, but rarely the story behind her expertise or footage of her actually commanding the stage. Her depth, her values, and her voice weren’t fully translating through her content.

Janki knew she had more to say online. But when it came to LinkedIn, it felt like throwing spaghetti at the wall. She understood how important it was for her personal brand—but struggled with how to show up without feeling overly “promotional.”

The first thing I told her after she booked the Personal Brand Intensive? Being promotional isn’t the problem. You are your biggest advocate (especially as a woman)—and it’s YOUR job to shape your digital narrative.

So, that’s exactly what we did in our session together.

During the session, we revisited the deeper story behind her work, including the pivotal experiences that shaped her values and her voice. We unpacked how being underestimated in her early career led her to become a bold advocate for inclusive business development practices. We explored how her approach challenges the industry norm—proving that you don’t need to be the loudest voice in the room to be a leader in the business development space.

We developed brand messaging that positioned her as a sought-ought speaker in the A/E/C space. One that helps architects learn how to connect, collaborate, and grow in ways that are authentic to them. We named her unique perspective and clarified how she supports the next generation of leaders.

Because I focus so much on ensuring my clients are positioning themselves as experts online as well, we also did a deep dive into Janki’s digital footprint. Janki (not to my surprise!) already had a well thought-out LinkedIn presence, but I wanted it to be even sharper.

I introduced her to my signature LinkedIn headline formula ([Your Role] at [Company], | Helping [audience or team] [achieve outcome] through [approach, skill, or specialty]), that would not only represent her company in a positive light, but also position her as THE industry expert.

Her “About” section was already rooted in experience, but we gave it structure—so it could land with more clarity and impact. We followed my framework:

• Start with your background: What shaped your journey?
• Highlight your current role: Who do you support and how?
• Describe how you work: What are you known for?

Janki walked away with a bold, polished LinkedIn presence that clearly communicates her value and her vision. This was just the cherry on top of this session together.

After we finished up the 90 minute 1:1 Zoom call, she said to me…

“I feel like I’m being me, but a bolder, more confident version.”

She no longer feels stuck in the tension between being seen and being self-promotional. She now understands that sharing her expertise and story isn’t about bragging—it’s about building a brand rooted in service and strategy.

She walked away with:

• A refreshed and aligned LinkedIn profile that positions her as a leading voice in her field
• A messaging strategy that connects her personal story to her professional impact
• Language that reflects her leadership and invites the right opportunities in

Looking Ahead: A Brand That Matches the Mission

Janki’s story is proof that when you align your digital presence with your lived experience and future goals, your brand becomes a tool for connection and credibility.

Now, when people land on her profile or hear her speak, the message is cohesive: she is a strategic connector, a creative leader, and a woman who helps others own their voice and lead with intention.

Ready to build a personal brand that finally reflects your depth, your values, and your vision?

The Personal Brand Strategy Intensive is a 90-minute strategy session with 2 weeks of personalized support. Together, we’ll map out the story behind your work, develop positioning that feels aligned, and build a message that finally reflects your full expertise and vision. You’ll leave with a crystal clear brand foundation, refreshed digital presence, and the language you need to show up with clarity and confidence.

Book your 15-minute Discovery Call here. https://herdigitallegacy.hbportal.co/schedule/66350232abe998001fb40ebc

Because you’ve already done the work. Now it’s time for people to see it.

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Written by Erin Hoy Founder & CEO of Her Digital Legacy, Erin is a Personal Brand Strategist helping high-achieving women build legacy-driven, reputation-focused personal brands that open doors to bigger opportunities. Through tailored digital presence management and digital PR, she helps leaders step out from behind their businesses and into the spotlight where they belong.