From Patent Leather to Hiking Boots: Why You Should Build a Personal Brand During Career Transition

Did you go to a party last night and ask Karen, the other Expat Spouse across from you, how she managed her transition to Switzerland? And did Karen say: “Just reinvent yourself!”

This is a dreadful sentence to tell any newbie in a new place. 

This sentence is advice you often hear when you lose your work or are still looking for a new job in Switzerland. 

You are a professional based in New York, London, Frankfurt, or Mumbai. You have a career stamped on yourself. Telling you to reinvent yourself is like saying, “Why don’t you just run a marathon after recovering from a viral infection?”

People make it sound so simple; it makes you feel guilty and shameful because it seems to them it’s something that you can or should do.

At parties, you say, “I’m a Senior Consultant / Director / Lawyer / Doctor / Scientist.” Then, you talk about the pleasure of long-distance travel in times of terrorism, or you mention that your partner is away too often and that the kids know the nanny better than their parents, or you explain that you never go to the city because you feel that childcare is too expensive.

Your professional reputation has fueled your ego, and you did everything to improve it. You attended courses, webinars, conferences, and networking events, and read everything you could about the topic while commuting to work.

Not to mention that you routinely ensured that your social media profiles reflected your success only, and you confirmed your name was published at least once a year.

Then, out of the blue (or even because you were following a long-term idea), your spouse gets a job offer in Basel, Switzerland, or your job is outsourced to Pune, India. After the initial excitement or shock, you start to consider what a career change means for you right now.

You consult blogs and books on the matter. From one day to the next, you worry about your branding as a professional. And you might even notice that you don’t know what you want.

Finding out what you want can be difficult, so I recommend working with a career coach to craft a vision for your next role and a long-term career path. Global Mobility Career Orientation for Expats

Letting Go

What I found even more challenging, though, was letting go of my old career. I had acquired a status in HR, and in my new role in Switzerland, I felt like a beginner again. The same happened when I started Global People Transitions, when I wanted to become a published author or a podcast host. At some point, we all feel like impostors, not ready for this, yet we still need to move forward.

In our cultural context here in Switzerland, we say, “Schuster, bleib bei deinen Leisten!” (Cobbler, stick to your last!).

We are encouraged to stay on our chosen career paths. And this is often a part of your problem.

I had acquired a status in HR, and in my new role in Switzerland, I felt like a beginner again. The same happened when I started Global People Transitions, when I wanted to become a published author or a podcast host. At some stage, we all feel like we are impostors, not ready for this, and still, we need to move forward.

In our cultural context here in Switzerland, we say, “Schuster, bleib bei deinen Leisten!” (Cobbler, stick to your last!).

We are encouraged to stay on our chosen career paths. And this is a part of your problem here in Switzerland.

From Leather Shoe to Hiking Boot

Let’s hang with the cobbler analogy for a while. I might not have told you yet that my grandpa was a shoe repairer in post-war Germany, and my grandma ran a shoe shop for the longest time, so I have a particular fondness for shoes, and the smell of leather and glue always brings me back to their workshop.

We know well that a shoe we have worn for a while is comfortable. New shoes often feel too tight or too big for us to wear. Imagine getting out of your patent leather shoes and into hiking boots. That would be comparable to the change you are going through.

It would help if you broke in your new career boots. You might know already consciously that the hiking boot is more practical, fits better to your personality, and has more value on icy mountain grounds, but you still feel the burden of a heavier shoe.

It would be best to throw your old patent leather shoe into the mental “Altkleidercontainer” (the recycling bank for old clothes and shoes).

Here are seven ideas on how you can do that.

1. Advancing: Write down everything about the hiking boot. Think of every aspect of your new career and how it looks and feels. Run meticulous research. Interview industry experts and speak to friends who work in this area.
2. Wearing: Work in your hiking boots at least one or two days a week by volunteering or finding a cause in this profession worth supporting. Get a consulting project before you commit full-time.
3. Pretending: Pretend you are already experienced in walking with the hiking boot, attend seminars and networking events wearing a badge with your new role, and have business cards printed.
4. Updating: Update all your biographies, social media profiles, and websites, and show you’re already wearing the boot. Mention your new role and functional title. Be the career you want to be.
5. Noting: Leave post-its in your office, bathroom, and home with a visual anchor. For example, if you want to become a scientist working in the pharma industry, you could jot down a company logo that you find attractive or a picture of you with security glasses.
6. Spacing: Develop a space that signifies “productive work” in your new career. It could be an office or an area on your kitchen table. This area is reserved for work in your new job only.
7. Storytelling: Write down your ideal client’s story, someone who will depend on the results or fruits of your new labor. Who is that person, what is essential to that person, and how does this person live?

To thrive in a new market, you don’t just need a new job; you need a Personal Brand. Here is why—and how—to let go of the old leather to make room for the new boots.

The Myth of “Just Reinvent Yourself.”

People make “reinvention” sound as easy as changing an outfit. But for global professionals, it feels more like running a marathon while recovering from a fever. You are battling cultural communication norms, gender biases, and the “Schuster bleib bei Deinen Leisten” (Cobbler, stick to your last) mentality.

Building a brand isn’t about “faking it.” It’s about deciding what your “hiking boots” look like before you start climbing the mountain.

Having a Voice in a Sea of Noise

As you build this brand, you will face “noise”—the distractions of a new country or the unconscious bias that often follows female leaders.

• Be Clear: Avoid jargon. If a shoemaker can’t explain why a sole is sturdy, he won’t sell the shoe.
• Be Natural: Practice your new “elevator pitch” until it feels as natural as your old one.
• Claim Your Space: Don’t let your ideas be “echoed” by others. Reclaim your time and your expertise with data and stories.

The “Altkleidercontainer” Moment

To move forward, you must throw your old career image into the mental “Altkleidercontainer” (the recycling bank). This doesn’t mean your past wasn’t valuable; it just means it has served its purpose.

Your personal brand is the bridge between who you were and who you are becoming. It gives you permission to stop being a “beginner” and become an “expert in transition.”

Claim Your Space This Week: Find one moment—a meeting, a coffee, or a post on LinkedIn—where you consciously wear your “hiking boots.” Speak from your new brand, not your old title.

Expert Insight: Why Brand Inside and Outside Your Role?

Building a brand isn’t just for the “unemployed” or the “entrepreneur.” It is a career-long insurance policy. I asked Diana Kuebler, our BrandEssence expert, why personal branding matters even when you already have a seat at the table.

“Your brand is the silent ambassador of your reputation.” — Diana Kuebler

1. Inside Your Role: The “Invisible Contributor” Trap

Many professionals—especially global leaders and women—fall into the trap of thinking, “My work will speak for itself.” In the Swiss corporate world, if you don’t define your brand, others will define it for you.

• The Benefit: A strong internal brand ensures you are considered for the high-impact projects and promotions before they are even advertised. It helps you navigate unconscious bias by anchoring your identity in your specific expertise rather than just your job title.

2. Outside Your Role: Future-Proofing

The “patent leather shoes” of today might not be the “hiking boots” you need tomorrow. If you only build your brand within the four walls of your current company, you are vulnerable the moment that structure changes.

• The Benefit: An external brand on platforms like LinkedIn keeps your network “warm.” It signals to the Swiss market that you are a thought leader, making your next transition a choice rather than a crisis.

Introducing BrandEssence: Your Personal Branding First-Aid Kit

If you are feeling the “pinch” of a career transition in Switzerland, you don’t have to walk the path alone. We developed BrandEssence to be your first-aid kit for the Swiss job market.

Whether you’ve been made redundant, just relocated, or are questioning your next move, this tailored experience helps you find your BrandEssence—the unique intersection of your skills, your story, and your “hiking boots.”

What’s in the Kit?

• Resume Rescue: A professional review of your CV to ensure it speaks the language of Swiss recruiters.
• LinkedIn Transformation: A full assessment of your profile to turn it from a static resume into a magnetic brand.
• Label Discovery: Two 45-minute deep-dive sessions with Diana Kuebler to define your three professional “labels.”

Ready to Claim Your Space?

Don’t wait until your “shoes” are worn out to start looking for a new pair.

1. Request an account via the RockMeApp.
2. Upload your resume for review.
3. Book your sessions and start building the brand that fits your future.

Are you ready to let go of the patent leather?

What Clients Say

https://www.angieweinberger.ch/client-testimonials/

“I moved to Switzerland from Ireland and, after spending two years dedicated to taking care of my daughter, I decided it was time to get back into the job market. However, after receiving countless automated rejection emails or, worse, no feedback at all on my applications, my self-esteem took a real hit. That’s when I decided to seek help. Angie welcomed me immediately into her program via the Solo Artist Licence and HireMeExpress. She provided invaluable guidance on the Swiss job market and helped me realize the problem wasn’t with me, but with how I was approaching my job search. This shift in perspective was a game-changer. After just 2-3 months of working together, I received my first job offer from a fantastic company, and I couldn’t be more grateful. Angie is incredibly patient, professional, and always available to offer support. I highly recommend her program!” – Geovana F, Supply Chain Expert

“I started working with Angela Weinberger at the beginning of 2024. She has been instrumental in helping me understand the Swiss market, preparing me for job opportunities, and providing key insights on my project. Angie has a keen eye for identifying strengths, and her feedback has significantly fine-tuned my approach. It has been an absolute pleasure working with her. Angie is both fun and highly professional. Thank you, Angie, for the invaluable tips, tricks, and tools to navigate my journey in Switzerland.” – Divya Shori, Digital Marketing Expert

“The key to a good Aperol Spritz goes beyond the proportions…it just tastes better depending on the atmosphere and the people you are with. I present to you Angie – the ultimate career bartender and her Ange-a-rol Spritz, also known as the HireMeExpress program. No matter what season of life you are in, Angie’s program will give you a perfect blend of what you need to get to the next level in business and life. – DK, Digital Marketing and Event Manager.