I’ll be honest, it took me a while to decide to ‘publish’ this one.

Even after 35 years in marketing and 20 years running a business, impostor syndrome still pops up from time to time. The voice that says, “Is this worth sharing?” or “Who do you think you are?”

But I’ve learned to recognise that voice, and to gently set it to one side.

Because deeper than the doubt is a quieter kind of knowing. A belief that this message might land where it needs to. That it might help someone feel a little more understood. That it might open up a new way of thinking, or even just a pause for reflection.

So, with that in mind… I’m sharing it.

Impostor syndrome often hides in plain sight. You may not call it that, you might just say “I’m not a natural marketer” or “I don’t like being the centre of attention.” But under the surface, it’s often a fear of being seen, and not being “enough” when you are.

Impostor syndrome isn’t just a passing feeling. It’s a constant voice whispering, “You’re not ready. You’re not expert enough. Someone’s going to find out.”

I’ve heard that voice more than once. And as someone who’s built a marketing agency that’s 20 years old (cue joyful confetti moment), I still find it surprising that the doubts pop up, even with 30+ years’ experience, loyal clients, and a brand built on trust, kindness, and solid results.

It turns out, I’m not alone.

I wasn’t surprised that impostor syndrome is common. I was surprised by just how many people silently carry it. So many of us hide it well, don’t we? It’s not always visible, but it’s often there, shaping the way we show up, second-guessing the things we know we’re good at.

And the numbers tell the same story:

According to KPMG’s Women’s Leadership study in 2022, 75% of executive women report having experienced impostor syndrome at some point in their careers. And it’s not just a “female thing”. Harvard Business Review reports that up to 70% of people, men and women, will experience it at some stage (HBR, 2021). Whilst Marketing Week (2023) share that only 3% of adults consider themselves “very confident” in their marketing message.

Food for thought, isn’t it?

When imposter syndrome takes over

When you lead a business, you lead the brand. Your reputation, your team, your values: they’re your product. And when that impostor voice takes over, it can subtly shape your marketing decisions in ways you don’t even realise:

• You downplay your expertise
• You avoid the spotlight
• You stick to “safe” messaging
• You focus on doing rather than sharing.

Raising awareness starts to feel like showing off. Social media visibility feels like vanity. Storytelling feels a bit …. well, self-indulgent.

So, what do we do instead? We lean into educating. Helping. Sharing tips. And that’s a good thing, it’s generous, valuable and part of what makes marketing meaningful. But sometimes, we stop there. We keep things factual and useful but avoid bolder ideas, the ones that might feel a little more exposed.

And even when the leader isn’t the face of the brand, their mindset still matters. Subconsciously, self-doubt can show up in the decisions they don’t make, the creative ideas that don’t get signed off, the content that’s softened, or the campaign that stays in draft because it “doesn’t quite feel us”.

I often encourage leaders to ask, “Is that really your brand speaking, or a quieter version shaped by hesitation?”

A kinder approach to marketing

The good news? There’s another way. A more emotionally intelligent way to market. One that’s rooted in authenticity, not bravado.

Instead of “positioning” yourself with a polished persona, try asking:

• What do I know that could help someone today?
• What questions do my clients ask me again and again?
• What stories can I share that others might relate to?
• What do I care about that others might care about too?

This is where your organisation’s real brand voice lives; in stories, in insights, in lived experience. Marketing becomes a conversation. And sharing becomes service, not self-promotion.

 Emotionally intelligence leaders

At Happy Creative, we work with scaling businesses often in service led businesses whose greatest asset is their people. And people, in all their messy, brilliant, brave humanness, are exactly what marketing should reflect.

My own background in psychology has taught me that emotional intelligence (EQ) is more than a soft skill - it’s a growth strategy. When leaders embrace their doubts, lean into their values, and share their stories, they connect in a way that no branding tool ever could.

So, if impostor syndrome is quietly shaping how you show up… know that you’re not alone. And you don’t need to be louder or more polished. You just need to be you, with a little more confidence, and a lot more self-kindness.

A moment to reflect

If any of this sounds familiar, you’re in good company. These recurring thoughts, the ones we often brush aside or label as “just me”, can shape our marketing more than we realise.

So instead of asking what you should be saying, try asking what’s already inside … what you believe, what you’ve seen, and what others often thank you for.

Here are a few gentle questions to sit with:

• What do I know that others genuinely find helpful, but I think is just “common sense”?
• When have I held back from promoting something because I didn’t feel “ready”?
• If I could market with zero fear of judgement, what would I say or share?

Fancy a chat?

If anything here felt familiar, or if you’re a values-led leader looking to raise awareness of your organisation and brand in a way that feels real, I’d love to chat. Whether it’s finding the right words, unearthing the right stories, or simply exploring how marketing can feel more natural and authentic, I’d love to help you find a way that feels right for you.

Just drop me a WhatsApp on 07860 649274 … I’d love a chat about your own experiences and what matters to you.