In a world where rapid change and digital noise often drown out individual voices, the philosophy of personal branding emerges as a beacon of clarity and purpose. Just as the ancient Greek philosopher Socrates championed the importance of self-knowledge—urging individuals to “know thyself”—today’s leaders must embrace a similar journey of self-discovery. This path not only fosters authenticity but also empowers individuals to articulate their unique narratives in a crowded marketplace. Shelly Peterson, the Founder and CEO of Promoting Me LLC, embodies this philosophy, guiding others to recognize their intrinsic value and craft powerful personal brands that resonate in an increasingly competitive landscape. Drawing from over two decades of experience across multiple industries, Shelly has shaped her business around a singular passion—helping individuals and organizations discover their value, build powerful personal brands, and thrive in the digital age.

A Diverse and Successful Career Path

Shelly’s career journey began at the Minnesota School of Business, where she earned a degree in accounting and business. With deep roots in the construction industry as a third-generation professional, she quickly rose through the ranks, taking on a variety of roles over her 27-year career.

“I started my career in accounting, but my passion for the construction industry led me to take on several roles, including Financial Manager, Project Manager, Group Manager, Project Executive, and Executive Vice President,” she explained. Her experience spans numerous sectors, including commercial, banking, power, education, government, healthcare, oil & gas, pulp & paper, manufacturing, and housing.

Shelly’s impressive career achievements include successfully selling and completing over $3.5 billion worth of projects across 14 states, working in both union and non-union environments. This substantial accomplishment highlights her versatility and adaptability in handling large-scale, complex projects.

But it wasn’t just about business for Shelly. Her leadership extended beyond projects, as she mentored more than 2,500 employees throughout her career, cultivating a work culture that thrives on trust, diversity of thought, and innovation. “I encourage big-picture perspectives and support innovation within teams,” Shelly noted.

Her entrepreneurial spirit has also led her to own and manage eight companies while serving in various executive leadership roles. Today, in addition to her work with Promoting Me LLC, she is the co-owner of Ask Vet Christine.

The Birth of Promoting Me LLC: A Bold Move During the Pandemic

In July 2020, at the height of the COVID-19 pandemic, Shelly founded Promoting Me LLC, a strategic business and personal branding firm. Her motivation was clear: “I have a passion for helping individuals discover their value, develop their personal brands, and establish a strong online professional presence.”

This vision has been instrumental in supporting a wide range of clients—from career professionals, entrepreneurs, and aspiring wantrepreneurs, to business owners. Shelly’s mission is to help them stand out from the crowd in today’s fast-paced, micro-attention economy.

“The world is moving at lightning speed, and people’s attention spans are shorter than ever,” Shelly explained. “My goal is to support individuals in differentiating themselves from their competition.” Her work focuses on leveraging personal branding to elevate individuals and empower them to tell their unique stories in a way that resonates with their audience.

What sets Promoting Me apart is its focus on personal branding as a core differentiator. Shelly emphasized the importance of humanizing business by helping people create meaningful, relatable brands. “We help our clients ‘stop the scroll,’” she said, referring to the art of grabbing attention in an era where people mindlessly scroll through digital content.

A Comprehensive Service Offering

Under Shelly’s leadership, Promoting Me LLC provides a wide array of services designed to help individuals and businesses build effective and engaging brands. These services include:

• Career Coaching
• Personal Brand Development
• Resume and Digital Profile Creation
• LinkedIn Coaching
• Business Consulting
• Business Start-Up Guidance
• Leadership Development
• Digital Asset Creation
• Videography Storytelling
• Social Media Campaigns
• Website Development

“What sets us apart is our personalized, boutique customer service model,” Shelly explained. “We don’t treat our clients as numbers. No matter how many clients we serve, our goal is to make sure each one feels as if they are our sole focus.”

Innovating for the Future

Shelly and her team are always looking ahead, working to bring new innovations to the market. Two such developments include Digital Press Kits for entertainers and Digital Athlete Player Cards for high school and college students. These tools combine the functionality of a digital business card with the features of a mini-website, creating a dynamic and interactive personal branding platform.

In addition to these new products, Shelly has plans to launch a video series titled WWSD – What Would Shelly Do? in late 2024. This series is designed to offer viewers actionable insights and advice based on Shelly’s wealth of experience in personal branding and leadership.

Long-Term Strategic Vision

Shelly’s vision for Promoting Me LLC is ambitious: “Our long-term goal is to become the leader in personal branding, where individuals and organizations are empowered to tell their stories and thrive in a competitive marketplace,” she shared.

Her focus on creating authentic, impactful brands that “stop the scroll” and inspire lasting connections is at the heart of her company’s strategy. Shelly also emphasizes the importance of leadership and authenticity in the company’s team culture. “We ensure that every team member understands how their role contributes to the bigger picture of what we’re building together,” she explained.

Navigating a Changing Digital Landscape

The digital landscape is constantly shifting, and Shelly sees this as one of the biggest challenges facing her industry. “The biggest challenge is navigating the ever-changing digital landscape while connecting with six generations,” she said.

Each generation has been exposed to technology differently, which affects how they interact with the digital world. Understanding these nuances is critical to crafting effective marketing strategies, user experiences, and digital support services tailored to each group’s unique behaviors and preferences.

Goals for the Next Few Years

Shelly’s goals for the next few years are centered around further establishing Promoting Me LLC as the go-to resource for personal branding. “Our objective is to remain at the forefront of emerging marketplace trends and empower individuals and businesses to captivate their audiences swiftly and effectively,” she shared.

Her core priorities include:

• Staying current with industry trends
• Expanding service offerings
• Fostering strategic partnerships
• Establishing thought leadership through public speaking, webinars, and educational content

However, she acknowledges potential barriers such as market saturation, rapid technological advancements, and client adaptability. “We are committed to navigating these challenges to maintain our leadership in the personal branding space,” she said confidently.

Taking Risks and Overcoming Personal Challenges

One of the most significant risks Shelly took was launching Promoting Me LLC during the COVID-19 pandemic. Leaving behind the security of a corporate salary, she ventured into the unknown while also grappling with a personal loss. “I experienced the loss of the man I loved, who chose a path that no longer included me or my children. It was a truly sink-or-swim moment,” she recalled.

This period of personal and professional adversity shaped Shelly’s resilience. “After successfully navigating the first two years, I knew we were poised for long-term success,” she said.

Her decision to take this risk stemmed from her unwavering belief in her ability to help people and fill a niche that her vast experience uniquely qualified her for.

A Great Leader

Shelly believes that empathy and vulnerability are essential traits in leadership. “These qualities are crucial in fostering trust, building meaningful connections, and enhancing engagement,” she explained.

By demonstrating authenticity, offering support, and empowering others, Shelly creates a work environment that encourages innovation and out-of-the-box thinking. “I’ve found that empathy and vulnerability create an atmosphere where creativity thrives,” she added.

Shelly is deeply committed to maintaining high levels of motivation and productivity within her team. She fosters this environment by creating clear, measurable goals and ensuring everyone understands their role in the company’s success. “I provide clarity on roles, responsibilities, and overarching objectives,” she noted.

Celebrating achievements, both large and small, is also a key part of her strategy for keeping teams motivated. “Recognizing and celebrating achievements cultivates a culture of appreciation and drives productivity,” Shelly explained.

When addressing disagreements or criticism, she takes a problem-solving approach. “I promote open, constructive communication and actively listen to foster a growth mindset within the team,” she said.

Customer Satisfaction is Priority

At Promoting Me, customer satisfaction is a top priority. “We prioritize our customers’ needs and continuously strive to support them through meaningful engagement,” Shelly shared.

Based on client feedback, the company has expanded its services to better serve its customers. Two new initiatives—“The Peterson Peptalk” and the “WWSD – What Would Shelly Do?” video series—are currently in production, aimed at providing actionable insights and guidance for clients.

Advice to Aspiring Business Professionals

As a seasoned leader, Shelly has invaluable advice for aspiring business professionals: “Know your worth, and add tax,” she said. Confidence is crucial, but so is building a strong network. “Surround yourself with people who inspire, challenge, and support you,” she added.

Shelly also stressed the importance of resilience. “Obstacles and setbacks are part of the journey,” she said. “Learn from them, pivot when necessary, and remain committed to continuous learning and growth.”

She concluded with a powerful piece of advice: “Success is a marathon, not a sprint. It’s essential to pace yourself, stay grounded, and remain focused on the long-term vision. Leadership is about action, and when your team witnesses you leading with integrity and decisiveness, they will be motivated to follow.”