Brand Do!

From Harley-Davidson to Coaching: Alison Shee on Quiet Confidence, Self-Awareness, and Leadership That Lasts.

Alison Shee didn’t set out to become a coach.

She built her career inside boardrooms, leading HR across high-performance cultures—including time at Harley-Davidson, where the roar of the brand was matched by the pace of transformation. Later at Harman, she guided teams through global shifts, restructures, and ambitious growth plans. But somewhere along the way, she discovered her real passion wasn’t just building systems—it was helping people find their voice inside them.

“Leadership isn’t a template,” she says. “What works in one place might not work in another. So you learn to listen better. You get curious. You start to recognize that it’s not about control—it’s about connection.”

That’s become a recurring theme in her work: connection over control. Especially now, as she works with leaders across Asia to reframe how they see themselves—not just as professionals climbing a ladder, but as humans evolving through every stage of their career.

Not loud, but clear

Ask Alison about personal branding and she’ll tell you it’s not about being the most vocal or polished person in the room. It’s about being clear.

“There are brilliant people out there doing great work without shouting about it. They’re not always on LinkedIn or giving talks. But they know who they are. And when you know who you are, people feel that clarity.”

Still, she’s realistic. In today’s job market, especially at the mid to senior level, visibility matters. Not for vanity—but to signal credibility and intent. “You don’t have to ‘promote’ yourself,” she says. “But you do need to be discoverable. Sometimes it’s as simple as updating your profile, or having someone who believes in you speak up on your behalf.”

The signs of self-awareness

When reviewing candidates, Alison’s never just reading a CV. She’s listening for the way someone talks about their journey. What they emphasize. Where they take ownership. How they speak about the people around them.

“It’s not about having the perfect story,” she explains. “It’s whether you’ve reflected on the story at all. Did that challenge shape you? Did that role teach you something about your values? That’s what makes someone stand out—not just what they’ve done, but how they’ve grown.”

Volunteering, mentoring, community involvement—these are often overlooked, but to Alison, they’re gold. They speak to a sense of purpose, of someone who sees their work as part of a bigger picture.

For the ones who prefer to stay behind the scenes

Some of Alison’s favorite clients are the quiet ones. The ones who aren’t comfortable with self-promotion, but have so much to offer.

Her advice? Start small.

Document your wins, even just for yourself. Ask a trusted colleague for a recommendation. Create a one-liner that feels true to who you are. Show up with generosity—whether it’s commenting thoughtfully on a post or connecting someone with a job lead.

“You can build a presence without ever calling it personal branding,” she says. “It’s not about performance. It’s about being findable. And unforgettable.”

Helping leaders reshape their story

In her coaching work with the Asian Centre for BRIEF Coaching, Alison helps leaders recalibrate. Especially those in transition—moving into bigger roles, shifting industries, or wondering what’s next.

It starts with questions: What does success look like now? What are you craving more of? Less of?

“Sometimes we hold onto identities that no longer serve us,” she says. “Coaching gives people the space to let go, reflect, and realign.”

From there, it becomes about small steps. Building habits. Testing new narratives. Learning to speak about yourself in a way that feels grounded—not rehearsed.

Because for Alison, the goal isn’t reinvention. It’s authenticity. It’s helping people become more of who they already are.

Final Thoughts

And here’s a fun fact: Her last name is Shee—pronounced like “she.”

Fitting, really. Because whether in the corporate world or in a quiet coaching room, she’s spent her whole career helping others figure out exactly who they are.