Your Personal Brand Is More Than Just Social Media

Here's why it matters...

I recently hosted a webinar for SME owners and entrepreneurs, during the Q&A I was asked a question I’ve been asked many times before; “Do I need a personal brand?” I’ve discussed this topic with hundreds of people over the last 10 years and the answer is clear: In 2025, you have a personal brand, whether you want one or not.

Hear me out… your personal brand isn’t a curated grid of arty lifestyle shots. It’s not your job title. It’s not what you say on your business card (yes, some people still use those!). It’s your reputation. Both online and offline. It’s what people say about you when you’re not in the room. It’s the sentence someone uses when they introduce you to someone else. It’s what comes up when a potential employee Googles your name or scrolls though your LinkedIn profile.

What Is a Personal Brand, Really?

Let’s remove the conceptual definitions and get clear: A personal brand is the perception others hold about you, based on what you consistently do, say, and share.

It’s the intersection of three things:

1. Your reputation (how others talk about you)

2. Your identity (how you show up in the world)

3. Your value (what people come to you for)

   
   

Your personal brand signals trust, competence, credibility. Or it doesn’t. Either way, it's sending a clear message. This is why you need to be intentional about it. Because in today’s world, driven by visibility, narrative, and a digital footprint, your personal brand can open doors and help you to create the career and life that you want.

It Needs to Be Clear, Differentiated and Relevant.

In the attention economy, vagueness doesn’t work. Most people are busy and time poor, and their attention is fleeting. If your personal brand needs to be clear, differentiated, and relevant. Can someone understand what you do and what you stand for in 30 seconds or less? Because that’s all the time you’ve got.

You Don’t Need More Social Media Followers. You Need to Be Strategic.

Personal branding gets a bad rep. It’s too frequently linked to social media vanity metrics and the need to perform for likes and shares. But that’s a far too narrow view. You don’t need hundreds of thousands of followers to make an impact, and you definitely don’t need to perform viral dance moves in your kitchen to this week’s trending audio. Let’s put that conversation to rest. You don’t need to gain followers. You need to gain trust. That’s what opens doors, builds careers, and makes you the obvious choice when the right opportunity comes along.

It does’t matter what industry you’re in. Whether you’re a freelancer, a founder, or climbing the ladder in your company,your personal brand is crucial. It’s your leverage. A well-defined personal brand can:

• Attract the right clients, opportunities, or employers

• Make you memorable in a room of sameness

• Increase your value (yes, even your salary / fees)

This is especially true in sectors like wellness, tech, and media, where credibility can be built online before you’ve ever met someone in person. Essentially, your personal brand is your reputation, your value, your USP.

How to Refine A Personal Brand

Let’s go for something tangible. Here's a checklist to get your person brand working for you:

1. Audit Your Digital Presence

Search your name online. What comes up? Does it reflect who you are and what you do now? If not, update your bios and align all of your channels. Depending on what you do, it could be worth investing in your own website. Don’t rely on social media.

2. Craft Your One-Liner

How do you want people to describe you in one sentence? Who you and what you do. Write it down. Test it. Refine it. Keep it simple and clear. For example, “I connect brands with creative talen to building strategic partnerships that elevate brand storytelling.” or “I coach leaders to become better confident public speakers”

3. Ask for Feedback

What do your colleagues, clients, or collaborators think about you / your work? Ask three trusted people to describe your unique strengths and what you’re best known for. You might be surprised.

4. Build A Content Library

You don’t need to post online daily. But you do need to be searchable. Publish content that reflects your ideas, your expertise, and your values. Pick the content medium that you prefer. Do want to write long articles? Film videos? Create graphics and data? Pick a platform and spend some time on it. You don’t need to be everywhere. Choose one or two places to show up consistently. For me, it’s Substack, Podcasting, and Instagram. Quality over quantity.

Lastly…

In a world that’s constantly changing, your personal brand is one of the few things you can truly own throughout your career. It’s portable. It’s enduring. And if built well, it can create incredible opportunities. So don’t leave it to chance. Fill in the blanks. People won’t know who you are and what you do, if you don’t show them. Don’t play down your unique contribution!

Thanks for reading!