Perception is Reality: What ChatGPT’s Update Teaches Us About Personal Branding

In the world of personal branding, perception isn’t just important. It’s everything. No matter how skilled, knowledgeable, or experienced you are, the way you are perceived by your audience can make or break your brand. This concept was recently brought into sharp focus for me through an unlikely source: the latest updates to ChatGPT.

Over the last few years, I relied on ChatGPT as my digital sidekick - a confident, all-knowing sage that delivered answers with authority. But with its recent updates, something changed. The tool began sharing its thought process, hesitating and second-guessing itself. Suddenly, the perception I had of ChatGPT shifted from trusted advisor to uncertain, wimpy doubter. And just like that, my confidence in the tool plummeted.

This experience is a powerful reminder: in branding, perception IS reality. Let’s unpack what this means for anyone building a personal brand, and how you can avoid the pitfalls that even the most advanced AI can stumble into.

Perception is the lens through which your audience experiences you. You might have decades of expertise, a suite of impressive credentials, and a track record of results. But if you don’t project confidence, clarity, and authority, your audience may never see you as the expert you are.

Think about the last time you met someone who clearly knew their stuff but couldn’t communicate it with conviction. Did you feel inspired to follow their lead, or did you walk away unconvinced? The same principle applies to your personal brand. Your audience wants to feel safe in your hands. They’re looking for a guide, not a fellow traveller who’s just as uncertain as they are.

Let’s return to ChatGPT. For a long time, it was the digital oracle, swift, sure and seemingly all-knowing. The magic was in its confidence. Even if you suspected it was sometimes bluffing, the experience was seamless. You asked, it answered, you moved on with your day.

But with recent updates, ChatGPT started to show its inner workings. Instead of delivering crisp, confident responses, it began to preface answers with caveats, share doubts, and explain its reasoning. Instead of the sage, it became the doubting Thomas, openly unsure, and a little defensive at times.

The result? The perception of ChatGPT as an authority figure vanished. Users (myself included) lost confidence, not because the tool suddenly knew less, but because it appeared less certain. The output was the same, but the delivery undermined the experience.

There’s a crucial lesson here for anyone building their authority:

• Confidence is contagious. When you project certainty, your audience feels secure. When you hedge, waffle, or overshare your doubts, you transfer that uncertainty to them.

• People buy outcomes, not processes. Your clients don’t want to know every step you took to reach your conclusion. They want solutions, clarity and leadership.

• Perception trumps reality. You can have all the right answers, but if you don’t deliver them with conviction, your expertise will be questioned.

Projecting confidence, even when you’re unsure, is a cornerstone of authority. I remember early in my coaching career, I once hesitated in a workshop, openly sharing that I wasn’t sure about a particular strategy’s outcome. The energy in the room shifted instantly. Participants who had been engaged started glancing at each other, uncertain themselves. It was a wake-up call: people want to feel that they’re in capable hands. Since then, I’ve learned to do my fact-finding and troubleshooting behind the scenes. When I present to clients or audiences, I share conclusions and recommendations with clarity and conviction, never my doubts. This doesn’t mean faking expertise; it means respecting your audience’s need for decisive guidance.

Equally important is simplifying your message. Early on, I made the mistake of over-explaining my processes, thinking that transparency would build trust. In reality, clients became overwhelmed and confused, losing sight of the actual value I was providing. Now, I focus on distilling complex concepts into actionable insights. For instance, when guiding a client through my BrandYOU Authority Amplifier framework, I don’t walk them through every behind-the-scenes decision. I give them the clear steps and outcomes they need to succeed. Your audience craves clarity, not a peek into your brainstorming sessions.

Consistency is another pillar of authority. I’ve seen firsthand how showing up with a different tone or message, even unintentionally, can erode trust. One week, I sent a newsletter that was upbeat and directive; the next, I was tentative and overly cautious. A client replied, “Are you OK? You don’t sound like yourself.” That was all the proof I needed: consistency in voice, message and delivery reassures your audience that you are reliable and grounded, regardless of external circumstances.

Owning your expertise is about standing by your recommendations. There was a time when I would couch my advice with phrases like “I think” or “maybe this could work.” Not only did this undermine my authority, but it also made clients second-guess their investment in me. Now, I remind myself that my experience and results speak for themselves. If you’ve put in the work, don’t undercut yourself with unnecessary qualifiers. Stand tall in your expertise and let your results do the talking.

Finally, be the guide, not the doubter. Your clients and audience are looking for leadership, especially when they’re stepping into unfamiliar territory. I recall a client who was paralysed by indecision about launching her personal brand. She told me, “I just need someone to tell me what to do next.” That’s when I realised: people don’t want a partner in uncertainty. They want a guide who can chart the course. Be the sage, not the second-guesser. Your confidence lights the path for others.

The ChatGPT update is a masterclass in how quickly perception can shift, and how fragile authority can be when confidence is lost. As you build your personal brand, remember: it’s not just what you know, but how you show up. Project confidence, deliver clear outcomes and guard your audience’s perception of you fiercely.

Because in branding, as in life, perception isn’t just part of reality. It is reality.

Ready to step into your authority and build a brand that inspires confidence? Let’s connect and make sure your message lands with the power and clarity your audience craves. Join me in the Brand YOU Inner Circle Community today.