This is great post by Will Larson on the difference between personal (and organizational) “brand” vs. “prestige”—and why focusing on building the latter is way more important for your career than the former.

First, this reminder:

The majority of successful executives I’ve worked with don’t write online. They won’t post on Twitter or Mastodon. They haven’t written a book. They don’t speak at conferences. In your engineering leadership career, you will at times be immersed in the message that you need to be creating content to be successful, but there’s abundant evidence to the contrary. You absolutely don’t have to do this sort of thing.

And then, this definition of what he means by “prestige”:

Prestige is the passive-awareness counterpart to brand. Rather than being what someone actively knows about you, it’s what someone can easily discover about you if they look for it. Many interviewers won’t know anything about me, but a few minutes of research will find my writing, conference talks, and work history.

I agree with this. Make sure that if someone Googles you, they find your site where you can tell your story and showcase your work.