How Shaan Rais Rebuilt His Identity and Turned Personal Branding Into a Life-Changing Legacy

In this raw, powerful, and wisdom-packed episode of The Smashing Brands Podcast, Alec sits down with transformational coach, leadership expert, and personal branding powerhouse Shaan Rais — a man whose journey from the streets of old Harlem to multi-million dollar impact is as gripping as it is inspiring. Shaan opens up about the brands that were placed on him growing up — hoodlum, dropout, statistic — and how, after years of struggle, he finally decided to reject the false labels and rewrite his narrative. From outgrowing the bravado that once kept him safe to learning how to smile again, Shaan shares the deeply personal evolution that led him to three master’s degrees, bestselling books, and helping executives find confidence, clarity, and purpose through identity work. He unpacks the importance of DISC assessments, how self-awareness transformed his relationships, and why success doesn’t require perfection — just progress and truth. You’ll also hear about his favorite client story, retiring a military veteran and his wife through fractional CFO positioning, and how anyone at any stage can make a difference by showing up as their real self. If you’ve ever questioned your timeline, battled imposter syndrome, or wondered if it’s too late to reinvent yourself — this episode is your reminder that branding isn’t what you do, it’s who you become.