What Do You Do When You Are Getting "Cancelled"? When Your Personal Brand Faces Criticism: Experience Shares from Industry Leaders

by Marina Byezhanova

I give talks to CEOs and their executives across the globe, and one of the most frequently asked questions is:

• But if I do what you are recommending <i.e. build a personal brand> won't that increased exposure also increase my chances of getting "cancelled"?

This fear is why many Founders and executives prefer to stay behind the scenes rather than build strategic visibility around themselves. And let's be honest -- the fear is real.

With constant media stories of CEOs saying the "wrong thing" and facing often vicious attacks from the public, this hesitation makes sense. For many Gen X leaders who built their empires in a pre-social media era, this vulnerability feels like an unnecessary risk.

And yet, I would argue that playing it safe is now the riskier strategy. After all, a modern day leader is expected to have visibility, build thought leadership that supports the marketing function of the organization, and not hide behind the business.

Whether we like it or not, our reputation already exists, and it exists on much larger scale than what we were used to decades ago. The only question is---who's controlling your narrative?

I would also argue that building a leadership brand is what allows you to have a shield of sorts if (or rather, when!) a mishap occurs. When you build your personal brand strategically, you end up creating more than visibility - you build reputation capital and a community of supporters. That community in turn becomes your most powerful asset when you inevitably face criticism or misstep.

Criticism does happen and, of course, the keyboard warriors, are often the toughest critics of them all. We turned to our amazing network of successful Founders and Executives to have them share their stories of negative feedback (or attacks) and how they handled them.

Here are some of their stories!

Handling Criticism at Speaking Engagements

When we think about harsh criticism, we often think of keyboard warriors on social media. Yet, public speakers know full well how much negativity a talk can attract. Here are some examples.

Derek Pankaew, CEO & Founder of Listening.com, shares:

"A few years ago, I gave a talk on growth strategy to a startup crowd. Afterward, someone posted a clip online -  just a 30-second segment, totally out of context - and the comment section lit up. People said I was arrogant, 'all buzzwords,' even accused me of faking metrics. It stung. I still remember that sinking feeling in my stomach, like I'd just made a permanent fool of myself on the internet.

And honestly, my first impulse was to shrink. Stop sharing. Don't speak unless everything is airtight and peer-reviewed. But here's what I learned: you don't actually fear being wrong - you fear being misunderstood. That's what makes criticism feel existential. It's not about facts; it's about identity.

So now, when I get negative feedback, I treat it like emotional A/B testing. I ask:

• What part of what I said allowed this interpretation to exist?
• Is there truth in this? Even 5%?
• Am I reacting because I feel exposed... or because I actually messed up?

Sometimes I learn something. Sometimes I realize the person just didn't want to hear what I was saying, no matter how I framed it. Either way, I keep showing up. The only way to build a real personal brand is to give people something real to react to -- which means being willing to take a few hits."

As you can see, misunderstandings can happen no matter the platform - Derek's came as a result of a talk. Often, we can be misquoted in leading publications, or snippets of conversations on podcasts can also be taken out of context. Unless we hide on every single platform imaginable, misquotes or out-of-context judgement can happen to any one of us.

Doug Crawford, President and Founder of Best Trade Schools, transformed criticism into an opportunity for growth:

"Building a personal brand can be intimidating, especially with the fear of negative feedback. I remember giving a talk at a career development conference, where I received criticism afterward for not giving enough weight to the role of experience and formal education. At first, it stung, but I realized the feedback was valid and helped refine my message. I responded to the critics, acknowledged their points, and used the experience to improve my next presentation, realizing that constructive criticism is an opportunity for growth rather than something to shy away from."

Todd Stephenson, Co-Founder of Roof Quotes told us his story:

"One time, while speaking at an event about tech in roofing, someone challenged my views on automation and its effect on jobs. Instead of getting upset, I took a step back to see where they were coming from and followed up with them afterward for a more personal chat. That conversation ended up being insightful, and I realized that dealing with criticism is all about staying open and true to your message while being open to learning from it."

And often it's best to take the interaction offline or out of the public eye, as Todd demonstrated in this example.

Johannes Hock, President of Artificial Grass Pros, has had multiple experiences of facing negative feedback and here is one of them:

"I've had my share of negative feedback, like the time I spoke at a business conference about eco-friendly turf. One person disagreed strongly with my views and voiced his concerns loudly during my talk.

Instead of getting defensive, I stayed calm and asked him to explain his perspective. I acknowledged his points and used the opportunity to clear up any misunderstandings. In the end, we ended up having a productive conversation, and I walked away feeling like I had handled the situation with grace."

Hecklers at keynote addresses are not an overly rare occurrence. I was personally once faced with a particularly rude one; yet, by keeping my cool and replying with grace, as Johannes did, I was able to turn other audience members into my fans. Many of them came up to me after the talk to commend me on how I was able to handle the heckler.

Kyle Sobko, Chief Executive Officer at SonderCare, shared an interesting story of how he converted industry criticism into strategic positioning for his business:

"When I first started speaking at events about accessibility in healthcare, I received a wave of criticism from some industry professionals who disagreed with my stance on certain policies. Instead of getting defensive, I took the time to address their concerns directly through social media and at the next event I spoke at. I acknowledged their differing perspectives while standing firm in my belief that accessibility needs to be a priority. Over time, the dialogue shifted from criticism to constructive conversation, and I saw an increase in engagement from people who appreciated the transparency. This experience taught me that feedback, even negative, is an opportunity for growth and that embracing criticism respectfully can strengthen your personal brand and lead to deeper connections with your audience."

Note that Kyle didn't avoid controversy - he leveraged it to establish himself as an industry voice that defies status quo. This is what we can do as CEOs to help position our organizations as industry thought leaders.

As public speakers, we most definitely can't please everyone. Some audience members scoff at personal stories; others are disappointed when there aren't enough. Roy L. Kaufmann, President at Servicemembers Civil Relief Act Centralized Verification Service, shared his experience with the latter situation:

"One experience that stands out happened during a speaking engagement I had a few years back. I was invited to speak at a conference about the Servicemembers Civil Relief Act (SCRA), which is a cause I'm very passionate about. The subject matter can be technical, and when you're dealing with something so important, emotions can run high. After my talk, I received some negative comments on social media about my delivery. Some felt I was too focused on the legalities and not enough on the personal stories. I initially felt disheartened because I put so much effort into delivering the message in a way that would resonate with my audience.

Rather than letting the negativity derail me, I took the feedback to heart. I went back and reviewed my presentation, and then I started reaching out to people in my network who had attended. They provided valuable insights, and I ended up fine-tuning my approach to balance both the technical and human elements. Over time, the negative comments faded, and I found myself gaining more trust and respect from the people I was really trying to connect with."

As Roy added: "Negative feedback is inevitable, but it's how you handle it that shapes your growth and your brand." And we couldn't agree more!

Managing Criticism on Social Media

I am often asked how to respond to online critics. We all know that social media is unfortunately a place for lots of negativity and “online hecklers.” Fortunately they are only a small percentage of all people who will engage with what you post, but nonetheless some negativity is bound to find you. Here is how Mark Sanchez, Founder & Senior Real Estate Manager at Tropic Residential, responded to his:

"I remember a time when I shared a video on social media discussing the Florida real estate market, and one comment criticized me for oversimplifying the challenges buyers face in a competitive market. At first, I felt a little frustrated, but I knew ignoring it wouldn't help. I responded directly, explaining that the video was meant to cover broad trends, not every nuanced detail, but I appreciated their perspective.

Handling it this way opened a constructive conversation. The commenter ended up sharing their thoughts more thoroughly, and others jumped in to discuss their own experiences. It turned what could've been a negative moment into a discussion that brought more depth to the topic. I realized that criticism isn't personal - it's part of the process of building a genuine brand. Engaging with it, rather than avoiding it, only strengthens my relationship with the audience."

Mark's response didn't just neutralize criticism---it created engagement, which in turn amplified his authority. Personally, I have found that my harshest critics have become my biggest fans as a result of how I replied to them. This may sound like an oversimplification, but sometimes a harsh comment is symptomatic of someone having a bad day. Responding with kindness often results in appreciation and diffuses what could be a heated moment.

Here is a social media criticism story from Matt Little, Owner of Festoon House:

"One time, I posted a reel showing how our festoon lights could transform a restaurant's outdoor seating area. The goal was to highlight how proper lighting can elevate ambiance and safety. But someone commented that I was 'just promoting overpriced products' and that 'any string lights would do the job.'

My first instinct? Fire back with stats about our lights' weather resistance and lifespan. But I paused. I thought, What's the real concern here? Maybe they'd had a bad experience with cheaper lights in the past. Maybe they just didn't see the value.

So, I replied, 'Fair point - cost is important. But let me share a story: Last year, a cafe owner bought cheaper lights that lasted six months. When they upgraded to ours, they saved money on replacements and repairs over time. We've got a case study on our site if you want to see the breakdown.'

The commenter didn't respond, but here's the thing: Others started engaging. A landscaper messaged me saying, 'Exactly! I've seen that happen with clients.' A builder shared a photo of our lights holding up through a storm.

For me, negative feedback on social media isn't about 'winning' an argument. It's about staying calm, addressing concerns thoughtfully, and letting your community speak for itself. You can't control how people react, but you can control how you respond - and that's where your brand's integrity shines through."

The commenter didn't respond, but here's the thing: Others started engaging. And that's the lesson: an online "hater" may not be dissuaded no matter what you respond, yet your approach and ability to reply with grace will likely win you many more "fans."

Navigating Podcast Interview Challenges

One of the most popular services we offer at Brand of a Leader is podcast guest booking where we book our clients as guests on industry podcasts. And yes, as with any platform, critics can find you there also. Here is Oliver Morrisey’s story – he is the Owner of Empower Wills & Estate Lawyers and he didn't just manage criticism - he leveraged it:

"I was interviewed for a podcast about diversity in the workplace. After the episode aired, I received several negative comments accusing me of not doing enough to advocate for certain groups within the legal profession, which was a valid point of view but not something I had directly addressed in the conversation. The feedback was harsh, and it stung at first. However, rather than react defensively, I took a step back and considered the feedback carefully.

I decided to acknowledge the concerns raised by the critics. I took to social media and posted a follow-up comment explaining my position more clearly, apologizing for any oversight, and outlining the steps my firm was taking to further support underrepresented groups in the legal field. The result? Not only did it open up a productive dialogue, but it also increased engagement with my audience by 18% as people appreciated the transparency and willingness to listen."

Oliver was able to turn a harsh situation into an advantage by putting his ego aside and being both open and transparent. It's not always easy to do, but it's an example of how willing our audiences are to forgive and move on when we adopt the "mea culpa" approach (when appropriate, of course!).

Steve Nixon, Founder of Free Jazz Lessons, shares how addressing criticism with transparency built trust with his audience:

"I remember one instance during a podcast interview I did where a comment I made about work-life balance was taken out of context. A listener misinterpreted my words and started a thread online criticizing me for being out of touch with the struggles of younger professionals. It was tough at first, seeing that kind of public criticism can sting.

But here's the thing: the way I handled it was by staying calm and addressing the issue head-on. Instead of letting the criticism fester, I took the time to respond thoughtfully, explaining what I truly meant and clarifying my stance. I also acknowledged that I might not have communicated myself as clearly as I intended, which was a learning moment. It wasn't about trying to please everyone but showing that I'm open to constructive feedback and can engage with it respectfully. Over time, I found that being authentic and transparent when dealing with negative feedback helped build more trust with my audience. It's impossible to please everyone, but handling criticism gracefully and taking responsibility when necessary, can turn a negative situation into a positive opportunity for growth."

Conclusions

What can we learn from these leaders and their experience shares? Here are 5 key takeaways:

1. Own your narrative: Respond strategically, not reactively
2. Use criticism as a learning opportunity: Even harsh criticism contains insights
3. Position dialogue over defense: You will make a better impression and win many more supporters as a result
4. Use criticism to build market authority: Feedback sharpens your leadership voice, helps refine your speaking points, and gives you an opportunity to defend your point of view, thus positioning your organization as an industry thought leader
5. Focus on impact: Criticism often reveals what your stakeholders need to hear

And here is the most important takeaway:

Leaders face backlash not because they built visibility, but because they built visibility without a strategic foundation.

Often, we become opinion leaders instead of thought leaders---weighing in on topics outside their expertise or addressing complex issues without clear positioning.

At Brand of a Leader, we build your strategic brand foundation before creating your visibility. We identify which specific "lanes" align with your expertise and values---where you can speak with undeniable authority. By clearly defining these boundaries, you confidently contribute to relevant conversations while strategically sitting out discussions that don't serve your market position, regardless of how trending they might be.

Your reputation already exists. The only question is: are you leveraging it as a business asset? The experiences of the leaders we interviewed for this article confirm what we've seen with thousands of executives: strategic personal branding doesn't eliminate criticism - it transforms criticism into market advantage.

The most successful CEOs aren't the best-kept secrets. They're leaders who've built goodwill and fostered a community that defends them when they inevitably face challenges.

When your name carries weight, even criticism works in your favor. And, in turn, your visibility helps establish your organization as the industry thought leader.

Ready to transform your reputation into your most powerful business asset? Contact Brand of a Leader to discuss how we can help you build a personal brand strategy that positions your organization as the first name your industry thinks of.