You hate the idea that to enjoy a powerful personal brand you need to 'love yourself'. That means being arrogant right? Believe me, this is a very common reaction when I discuss this concept with clients!
It makes sense too that if you feel 'branding' leads to becoming arrogant that the idea of 'loving yourself' would naturally make your stomach turn.
In my view, 'loving yourself' in this context is quite different. Personal branding is about celebrating you: your assets; your talents; and the value you offer the world. And unless you believe you have any of the above, why would you think you could convince anyone else of the fact?
What I've found, working with many clients now on this topic, is that it's fear that really stops anyone from accepting themselves. And what is fear really? It doesn't really exist - and it only gains any fuel when you think about things you're fearful of.
So, here's the challenge: get a pad of paper and write down everything that you love about yourself. It could be how you communicate with others. It might be that you make people laugh. Perhaps you love that you're adventurous. Or that you're a great listener. Really get in touch with everything you believe is special about you. I'd love to hear what you all come up with!