What is a personal brand and how to build one?
According to Jeff Bezos, the founder of the conglomerate Amazon, “your personal brand is what people say about you when you leave the room.” Obviously, when we’re talking about a room, we mean the digital space you create content in, leaning more towards a LinkedIn feed, your YouTube channel, or a podcast episode, for example. So, when someone looks you up online, what can they see? What story does your footprint tell them?
The thing you need to remember is that whether you’re a freelance content creator trying to land your dream client, an entrepreneur trying to build a successful business, or whether you’re aiming for your next promotion at your 9-5, you have a personal brand. You are your personal brand.
So, let's break down why building a personal brand matters more than ever, and how you can build one authentically from scratch.
So, what exactly is a personal brand?
Basically, a personal brand is an amalgamation of your values, skills, reputation and online presence. Your personal brand will be the combination of all of your expertise and personality, wrapped up in your story and how the world perceives you.
A few years ago, it would be the case that only influencers, celebs and Fortune 500 CEOs would need to worry about their personal branding. But today, the game has completely changed, and because you are reachable pretty much 24/7, your personal brand needs to be strong.
What are the 5 pillars of a modern personal brand?
The first thing you need to know when looking at personal brand development is that it doesn’t mean that you need to put pressure on yourself to be someone you’re not. You still need to be true and authentic to yourself. Building your personal brand is all about getting crystal clear on who you are and sharing that in a creative way with your audience. Think about these five things when looking at what your personal brand is and how to create one:
What is your identity and core values?
What are your non-negotiables? Your identity will become the foundation of your brand, so when your message is anchored in genuine values, your content will feel a lot more easy and natural to create. Your audience will sense that authenticity from the get-go.
2. What is your unique value proposition (UVP)?
What makes you unique, and what specific solution do you offer? Your UVP will sit right at the intersection of your greatest strengths and your audience's biggest pain points.
3. What is your tone of voice?
How do you communicate with your audience? Are you authoritative and analytical, or approachable, witty, and lighthearted? Your tone of voice gives your content a distinct personality that makes your writing or videos immediately recognisable.
4. What is your visual identity?
Visual consistency builds recognition. This means that, by showing up every day and being consistent, you’ll become more recognisable. Your visual identity will also things like:
professional headshots
a colour palette that is relevant to your online identity
consistent fonts in your social posts and documentation
cohesive graphics across your website and social profiles
5. Do you have social proof and credibility?
No one is going to want to buy into what you’re offering if they don’t trust you. So, when you’re beginning to create your personal brand, try and get social proof through client testimonials, case studies, media appearances, podcasts you’ve been a guest on and any results you’ve achieved.
Why do you need to invest in your personal brand?
Still not convinced? Here’s why you should be investing in creating and establishing your personal brand.
Control your digital footprint: Building your personal brand means that you can control what others see online. You’re able to put your best work out there for people to discover.
Attract inbound opportunities: Having a strong personal brand broadens your opportunities when it comes to receiving inbounds without you having to reach out to brands.
Unlock premium pricing power: When you are seen as an authority in your niche and space, you no longer have to compete on price. Clients will pay premium pricing to work with an expert like you.
Future-proof your career: Companies come and go, algorithms change, and job titles shift. But your reputation, network, and audience belong to you for longer than all of that.
How to build your personal brand in 5 steps
The best thing about building your personal brand is that you don’t actually need a whole team of professionals around you. Here’s what you’re going to do instead:
Step 1: Audit your digital footprint
Open an incognito browser window right now and Google your name. What comes up? Is the information that pops up up to date? What do your social media profiles show? Make sure you clean up your social media accounts and take a good look at what your online presence looks like.
Step 2: Define your niche and audience
Okay, so there’s some controversy around the whole ‘finding your niche’ thing, but it is still important to know what you can offer your audience. Speaking to everyone waters down your messaging. So, get specific and identify your exact target audience (there is never too much detail to hone in on).
Step 3: Craft your personal brand statement
Keep your personal brand statement simple so that you can explain what you do in one sentence. Fill this is:
"I help [target audience] achieve [desired result] through [unique method/skill]."
Example: "I help busy mothers create extra money online through selling digital products.”
Step 4: Select your main and secondary channels
Try to pick one or two platforms to begin with because being everywhere at once will burn you out. Choose one platform to build deep authority (like YouTube or a newsletter), and another channel to build a network (like LinkedIn or Instagram). Try to get to grips with those two before expanding your reach.
Step 5: Produce consistent value
Show up regularly. Share your journey with your audience, including your real-world experiences. This is how you turn casual views into a loyal audience. Solve problems for your audience and break down complex topics for them.
Let’s debunk common personal branding myths
Here’s what most people think about building a personal brand that prevents them from starting:
Myth 1: "I have to be an influencer with millions of followers."
Depth always beats breadth. A tight-knit audience of 500 decision-makers, ideal clients, or industry peers is vastly more valuable than 100,000 passive, disengaged followers.
Myth 2: "Personal branding is self-centered.
Authentic personal branding isn't about bragging, but more about service. When you share your knowledge freely, you are helping others solve real problems and shortcut their learning curves.
Myth 3: "I need expensive gear and custom design work before I launch."
Clarity and helpful content will always beat flashy production value. A simple text post on LinkedIn that solves a genuine problem will outperform an expensive, beautifully edited video that says nothing useful.
Own your narrative
Building your personal brand is all about showing up as your genuine and authentic self, as well as taking control of your own narrative. This way, you can provide your audience with genuine expertise, making it easy to access opportunities that are aligned with you.
What does your personal brand statement say? Get in touch for more information on how to build your personal brand, or to start a conversation on where to go next.
