What is Personal Branding?

If you’re not standing out, you’re blending in.

And blending in? That’s just another way of saying you’re invisible.

But what is a personal brand, and why should you care? Let me take you on a journey through my own experience, and show you why it matters.

It’s a few years back, and I’m sitting in my office, staring at my computer screen, feeling that all-too-familiar knot in my stomach. I’d been in the game for years, putting in the work, building my skills, but it felt like I was spinning my wheels. The recognition? The big wins? They were going to other people. And not just anyone - people with far less experience, less knowledge, but who had something I didn’t: a stronger personal brand. I’d watch them win the business I knew I could probably do better, and that knot in my stomach would tighten. And then comes the worst part - the doubt. You start asking yourself, Am I really as good as I think I am? It’s frustrating, maddening even. I wasn’t just frustrated - I was fuming. I knew deep down I could do better, so why wasn’t I getting the results?

How I thought I could build my personal brand

So, like anyone desperate for a breakthrough, I started tinkering. I threw myself into the surface stuff: logos, fonts, colour schemes. I thought, “Maybe if I just polish up my visual identity, that’ll do the trick.” But it didn’t. The knot in my stomach just tightened.

Then I thought, “Alright, let’s go big on content.” I started churning out blogs, videos, social posts - tossing them out like confetti, hoping something would stick. But as I watched those posts float away into the digital abyss, I realised something important: I was trying to be everything to everyone, and in doing so, I was connecting with no one. The frustration turned into a dull ache. I was putting in the work, but I was missing the mark.

What I needed wasn’t more effort - it was clarity. I needed to strip everything back and get crystal clear on my purpose. I needed to define the promise I was making to my audience, let my personality shine through without holding back, and pinpoint exactly who my people were.

The turning point

The turning point came one sleepless night, lying in bed staring at the ceiling. It hit me like a lightning bolt. “What do I actually want to be known for? What’s my niche?” The answer had been staring me in the face for years: helping entrepreneurs build their brands and win clients using social selling. That became my purpose - my North Star.

With that newfound clarity, I sharpened my promise: anyone who worked with me would get no-nonsense, practical advice to help them crush it in their market. I leaned into my personality—maverick, direct, and just a bit cheeky - and decided it was time to stop hiding behind what I thought people wanted and start showing them who I really was.

I also realised who my people were: ambitious entrepreneurs who weren’t afraid to make waves, not just ripples. The kind of people who weren’t content with blending in. They were my tribe.

With this mix of purpose, promise, personality, and people, my personal brand finally clicked into place. I wasn’t just another face in the crowd - I was the go-to person for a specific group. My brand wasn’t just a polished exterior; it had substance, depth, and most importantly, it resonated with those who needed what I had to offer. And let me tell you, that knot in my stomach? It finally started to loosen.

Building a personal brand isn’t about slapping on some trendy colours and calling it a day. It’s about creating a lasting impression - something that sticks with people long after the first encounter. Here’s how you can start building or refining your own personal brand:

1. Define your purpose: What do you want to achieve with your personal brand? Whether it’s landing speaking gigs, selling services, or grabbing more media attention, you’ve got to know your goal.

2. Craft your promise: What will people get from you? It’s not just about what you do - it’s about the experience people have when they interact with you.

3. Showcase your personality: Your personal brand should be a true reflection of who you are, quirks and all. Authenticity cuts through the noise.

4. Identify your people: Who are you really talking to? The best personal brands are focused on a specific niche. Find your tribe and speak directly to them.

Remember, being remembered as a nice person is fine, but being remembered as the expert in your field? That’s where things get interesting. It's not enough to be known, you have to be known for something specific. Your personal brand is what sets you apart, positions you as the go-to person, and helps you hit your goals. It’s more than just a logo - it’s the story you tell and the impact you make.

So, what is a personal brand? It’s your unique way of saying, “This is who I am, and here’s why you need me.” It’s the blend of your purpose, your promise, your personality, and your people.

It’s the difference between blending in and standing out.