UC Davis alum and Graduate School of Management lecturer Vanessa Errecarte discussed personal branding, career development and the growing role of artificial intelligence in the workplace in this month’s episode of Face to Face With Chancellor May.

Errecarte, a two-time Graduate School of Management Teacher of the Year recipient, teaches digital marketing, strategic and personal branding. She recently published her first book, Valuable and Visible: Redefining Personal Branding by Leading With Impact Over Image, which became a bestseller in business entrepreneurship and business marketing categories.

Reflecting on her career path, Errecarte said mentorship played an important role in her development and now motivates her own approach to teaching. 

“If I can do that for as many people as possible, that’s my why,” Errecarte said, referring to helping students achieve their goals.

The conversation also explored the inspiration behind Valuable and Visible, emphasizing that her students encouraged her to turn lessons from her personal branding course into a book. She argued that personal branding is often misunderstood as social media influence.

“I think that we do get it wrong when we look at the influencer, because they’re doing something a lot different than a brand,” Errecarte said.

May agreed and observed that branding can significantly influence how people perceive products and individuals. 

“There’s a science or art to building a personal brand,” May said.

The conversation also addressed concerns about artificial intelligence and the future of work. She recommended using AI as a “thinking partner” to generate ideas, challenge assumptions and improve efficiency. However, she stressed that individuals should first establish their own voice and expertise before relying heavily on AI-generated content.

For students and professionals seeking to stand out, Errecarte advised building a personal website, regularly sharing original thought leadership and embracing authenticity.

As technology continues to evolve, she believes authenticity, creativity and a clearly defined perspective will remain valuable assets in both education and the workplace.

Tune in to learn more about personal branding, mentorship and thriving in a rapidly changing workforce. 

More episodes of ‘Face to Face’

Chancellor May has interviewed more than 60 guests on his monthly talk show, including faculty, staff and students.

Listen to all of the conversations on the Face to Face webpage.