How women over 40 can use personal branding to reclaim their careers

Cindy Gallop, now 66, defied expectations by stepping away from her advertising career at 45 and establishing herself as a pioneer in the sextech industry. Known for her bold personal brand tagline, “I like to blow shit up,” Gallop has become a force to be reckoned with in business. She is one of the most-watched TEDx speakers on YouTube and is currently building her startup, Make Love Not Porn.

Gallop’s story is reflective of the growing trend of women over 40 reclaiming their careers through personal branding. Across various industries, middle-aged women are leveraging decades of expertise to build public-facing personal brands, which act as a form of career capital that does not diminish with age. The visibility problem that personal branding addresses stems from gendered ageism, a combination of sexism and ageism that leaves professional women feeling trapped by a lack of "right age."

A 2025 global survey found that 78% of women across 46 countries have experienced age-related discrimination in their careers. However, research indicates that many women desire career advancement rather than stepping down from their positions. For Angela Kenzlowe, a psychologist and MBA, building her personal brand in her 50s has been instrumental in keeping her career fresh and abundant, including an appearance on CNN with Anderson Cooper.

Research reveals that 63% of women between 40 and 59 find entrepreneurship appealing, and 64% have a business idea. Yet, 78% of these women have not taken action due to financial concerns and fear of failure. Building a personal brand can provide visibility, serving as the initial step towards entrepreneurship and career reclamation.

It doesn't necessitate quitting a job, raising capital, or crafting a detailed business plan. Instead, it depends on something most midlife women possess: tangible proof of their expertise. This strategy aims to establish authority in a specific area of expertise, attract non-dependent opportunities and revenue, and reduce dependence on any single job or company for financial security.

By reframing personal branding from self-promotion to career infrastructure, midlife women can highlight the value they find in increasing their visibility. Shae Byrnes, a 49-year-old executive advisor, speaker, and author, exemplifies the benefits of a personal brand. After a decade in corporate life, Byrnes' personal brand opened doors to opportunities beyond her initial imagination, leading to paid speaking engagements and an executive advisory practice for small business CEOs.

With decades of experience, women over 40 already possess the foundational elements necessary to create a personal brand. There are three key steps to building a personal brand that garners attention and opportunities. Firstly, identify and own your lane of expertise. Reflect on your experience, knowledge, and distinctive viewpoint to establish a unique niche.

For instance, instead of being a financial planner, one could become the expert in financial planning for midlife professionals navigating divorce and rebuilding. Secondly, map out a visibility path. A personal brand must be publicly visible, so consider publishing on your website, hosting webinars, speaking at industry events, and securing media features.

Lastly, transform visibility into opportunity. Your personal brand brings credibility, enabling you to pursue various opportunities such as keynote speaking engagements, employment prospects, and developing an advisory practice. While it remains uncertain if personal branding will have a lasting impact on midlife women's career-building strategies or merely serve as a workaround for ageism, there is no denying that personal branding has evolved beyond a mere buzzword.

By constructing a personal brand, midlife women are harnessing their extensive expertise and experience, thereby leveling the playing field and providing older women with a fairer chance at opportunities.