Building Your Personal Brand (Without Losing Your Self or Your Pride)
Ah, the term “personal brand”—an industry buzzword we love to hate but can’t afford to ignore. At its best, building your personal brand sets you up as a go-to expert and opens doors. At its worst, it feels like an all-consuming monster demanding content sacrifices at the altar of the algorithm. So how do you find the balance? I chatted with some heavy-hitters who’ve paved their way to thought leadership. Here’s what they said about making the grind not just bearable but strategic.
1. Authenticity: The Real Secret Sauce
Let’s talk about the A-word: authenticity. No, I’m not here to lecture you on being your “truest self,” but according to social media powerhouse Tori Dunlap, it’s all about finding your own comfort level and sticking with it. “Authenticity is so important on social media—being the version of you that feels right and feels authentic, but also understanding that you are talking to people who have never met you, who have no idea what’s really going on in your life,” Tori shared. “Deciding where to let them in can be really tricky.”
So, while building your brand, don’t overshare because you think it’s trendy—open the doors that feel right for you. Be strategic. You don’t have to show your living room mess to prove you’re relatable, but sharing your genuine experience around professional wins, failures, and lessons learned will resonate with people who want to know you (and work with you).
2. Know Your Why
At the end of the day, building a personal brand isn’t just about being seen—it’s about being seen for something. Whether you’re amplifying your voice on stage or posting that viral TikTok, remember your core message and values. When you stay true to those, the work feels less like noise and more like something that’s driving your career forward.
It’s a long game, but every post, video, and engagement can move you closer to that big-picture impact you’re building. The trick? Show up authentically, stay consistent, and repurpose like there’s no tomorrow. Just maybe don’t try to conquer all 6.6 social networks at once.
3. Consistency Is Key (And So Is Smart Content Repurposing)
Marketing maestro Neil Patel says if you want a strong personal brand, you have to work for it. “You do a ton of stuff to get your name out there, and you do it consistently for at least three years. When I say do a ton of stuff, I mean speak at events, post content daily on at least six social networks. According to demand Sage, the average person uses 6.6 social networks.” Neil emphasizes, though, that you don’t have to kill yourself creating original content every time. “We take our most popular content from Twitter, turn it into a short-form video, and post it on YouTube, LinkedIn, Facebook, TikTok, and Instagram. So, one piece of content gets a whole new life.”
The takeaway? Repurpose like a pro. Your audience won’t be scrolling every platform at the same time—what’s old news on Twitter could be fresh gold on LinkedIn.
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