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After dedicating 30 years to serving in the United States Air Force, I thought retirement would be my well-deserved victory lap—a chance to relax, reflect, and transition effortlessly into my next chapter. But when the uniform came off, so did the identity I had worn for decades. Suddenly, I wasn’t Command Chief Master Sergeant Rochelle Hemingway anymore. I was just Rochelle.
This wasn’t the triumphant moment I had envisioned. It was an identity crisis. Who was I outside the structure, respect, and sense of purpose the military had given me? Could I command the same authority and recognition in a world that didn’t understand the gravity of my rank or my achievements? Spoiler alert: I could. But it didn’t happen overnight, and it didn’t happen without some deep soul-searching.
Personal branding changed my life. It became the tool that not only helped me articulate who I was but also empowered me to rediscover my confidence and walk boldly into new opportunities.
From Boots to Blazers: A Confidence Journey
Transitioning from the military to civilian life was like learning a new language. In the Air Force, my rank and title spoke volumes without me having to explain a thing. But in the civilian world, “Command Chief Master Sergeant” often drew blank stares. How could I condense 30 years of leadership, discipline, and resilience into something relatable in an interview or networking event?
Early on, I realized I needed a way to bridge the gap between my military accomplishments and the opportunities I wanted to pursue. That’s when I discovered personal branding—a concept that, at first, seemed foreign and even a little superficial. Wasn’t branding for companies? Wrong. Branding is for anyone who wants to make an impact, stand out, and attract the right opportunities.
As I dove into the process, I learned that personal branding wasn’t just about how others saw me. It was about how I saw myself. It forced me to confront my insecurities and reframe my narrative. Instead of seeing my military experience as something that needed translation, I began to see it as a powerful foundation for everything I wanted to achieve.
Confidence Is a Muscle—Start Flexing
Building my personal brand felt awkward at first. I was used to letting my work and my rank speak for itself. Now, I had to articulate my values in a way that resonated with people who didn’t share my background.
I started by defining my strengths:
Leadership: I had led thousands of airmen and managed complex missions under immense pressure.
Resilience: Adapting to new challenges was second nature to me.
Purpose-Driven Mission: I was passionate about empowering women, especially veterans, to step into their greatness.
Once I had clarity, I created a story that connected my military background to my new mission—helping others SLAY in their next chapter. I stopped apologizing for my greatness and started owning it.
The result? Confidence. Not the timid kind that whispers, “You’re doing okay,” but the bold, unapologetic kind that shouts, “You were made for this!”
Laughing Through the Lessons
Of course, confidence-building isn’t a straight line. There were plenty of moments that tested my resolve—and my sense of humor.
Like the time I attended a networking event decked out in a sharp power suit, only to realize it was a casual “jeans and sneakers” affair. Or the countless times I found myself trying to explain military jargon to blank stares.
At first, these moments felt like failures. But over time, I realized they were just part of the learning curve. Every misstep taught me something valuable—about myself, about others, and about how to navigate this new world with grace and adaptability.
Confidence isn’t about getting it right every time. It’s about showing up, owning your space, and refusing to shrink in the face of discomfort. And sometimes, it’s about laughing at yourself and moving on.
The Ripple Effect of Confidence
As I grew more comfortable in my personal brand, the transformation was undeniable. Doors I didn’t even know existed began to open. I became a keynote speaker, an image consultant, a personal brand expert, an author, and a mentor to women navigating their own transitions.
But the most rewarding part? Watching other women discover their confidence and build their unique brands.
Confidence is contagious. When you stand tall in your truth, you give others permission to do the same.
What I’ve Learned About Personal Branding
Here’s what I’ve learned on this journey:
Your Story Is Your Power: Every experience, challenge, and triumph has shaped you into who you are today. Embrace it. The world needs your unique perspective.
Authenticity Always Wins: In a world full of copycats, authenticity is your superpower. Show up as your true self, and you’ll attract the right opportunities.
Growth Requires Investment: Building confidence and a personal brand doesn’t happen by accident. It takes intentional effort—whether that means hiring a coach, attending workshops, or spending time reflecting on your goals.
It’s Okay to Outgrow People: Not everyone will understand your journey, and that’s okay. Your growth may make others uncomfortable, but that’s their issue, not yours.
SLAY, But Make It Personal
To my fellow women navigating transitions—whether from the military, motherhood, or career pivots—know this: your story matters. Your voice matters. And when you invest in building a personal brand that aligns with who you truly are, the world will see you, value you, and celebrate you.
Don’t wait for permission to stand out. The stage is yours. Go claim it.
Your Turn: Start Building Your Brand
So, how do you start creating your personal brand? Here are some steps to get you moving:
Reflect on Your Journey: What challenges have you overcome? What strengths have you developed along the way?
Define Your Mission: What do you stand for? What impact do you want to make?
Seek Feedback: Sometimes, others can see your strengths more clearly than you can. Ask trusted friends or mentors for their perspective.
Take Action: Whether it’s updating your LinkedIn profile, attending a networking event, or practicing your elevator pitch, start putting yourself out there.
Final Thoughts
Confidence isn’t a destination—it’s a journey. And personal branding is the vehicle that helps you get there. For me, it’s been a transformative process, one that’s opened doors, strengthened my voice, and empowered me to live my purpose.
If you’re ready to step into your greatness, I encourage you to start building your personal brand today. Because the world needs your light, your story, and your unapologetic brilliance.
Keep on SLAYin' until you can't SLAY no more!
With admiration and support,
Rochelle "SLAY Queen" Hemingway
About The Author:
Rochelle "SLAY Queen" Hemingway is a retired Air Force Chief Master Sergeant 30-year veteran. Rochelle has a passion for empowering others which led her to pursue further education in strategic leadership and to become a certified image consultant. Rochelle combined her military experience with specialized training that offers a unique perspective and valuable insights to those looking to elevate their personal and professional presence.
Nowadays, people seek out Rochelle for advice about image, body language, conversation, networking etiquette, and wardrobe. She is a self-published author of 3 books:
1."SLAY To Success" https://a.co/d/ipfUmrQ,
2."Own Your Power: Building A Memorable Personal Brand To Gain Opportunities for Women 40 & Beyond https://a.co/d/72mmthv
3. "Elevate Your Image: Personal Brand Strategies" https://a.co/d/7ICFAcs
As a professional keynote speaker, she has conducted many presentations and workshops for the United States Air Force, businesses, and corporations. Rochelle helps women and organizations achieve professional success by working with them on their image and impact. She also works with women one-on-one on personal branding coaching, image consulting, virtual presence optimization, and executive presence development. Visit www.slaytosuccess.com.
Rochelle started SLAY To Success, LLC to create a world where women step into their authentic personal brand to stand shoulder-to-shoulder with men as influential leaders, decision-makers, and change agents across all sectors.
The word SLAY means to kill it, to dominate it, and to nail it; to dream and work hard until you own it; to be on point and to impress greatly.
The word SLAY is also an acronym that stands for universal life and leadership philosophies that she implements in her daily life: S-stay ready to be ready, L-lead out loud, A-a sense of family/community, and Y-you are built to last.
Subscribe to the SLAY To Success YouTube Channel for personal branding strategies https://youtube.com/playlist?list=PLGK98867DAo9w4x_ee2U6ccikYRAt0K3u&si=d9egkRHQZ7zwuVUT
Book a free 30-minute call to chat with me about how I can support you and or your organization's goals. https://www.slaytosuccess.com/service-page/let-s-connect-call
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