Your LinkedIn headline isn’t your personal brand. Neither is your Instagram aesthetic. Your real brand is what people say about you when you’re not in the room. It’s the reputation that opens doors, lands clients, and makes opportunities find you.
Here’s how to craft one that sticks.
Step 1: Figure Out What Makes You Different (Because “Hard Worker” Doesn’t Count)
Forget generic strengths like “detail-oriented” or “passionate.” Dig deeper:
- What problems do people always come to you to solve?
- What do you do better than most? (Be honest.)
- What part of your work feels like play?
Try this exercise:
- List 3 times you’ve been uniquely valuable (e.g., “I helped a client triple their sales by rewriting their cold emails”).
- Note what energized you in those moments.
- Find the pattern—that’s your secret sauce.
Example: A graphic designer realized her superpower wasn’t just making pretty logos—it was translating vague client ideas into visuals that actually sold. She rebranded as “The Anti-Frustration Designer” and tripled her rates.
Step 2: Ditch the Corporate Jargon (Nobody Cares)
Your brand voice should sound like you—not a LinkedIn bot.
- Bad: “Leveraging synergies to optimize scalable solutions.”
- Good: “I help burnt-out lawyers quit their jobs and start consulting—without taking a pay cut.”
Pro tip: Record yourself explaining what you do to a friend. Transcribe it. That’s your brand voice.
Step 3: Tell Stories, Not Resumes
Facts are forgettable. Stories stick. Share:
- Your “why” moment (e.g., “I started teaching Excel after my boss said spreadsheets were ‘just for finance’—now I’ve trained 10K people”).
- Failures with lessons (e.g., “I lost $20K on a failed product launch—here’s the pricing mistake I’ll never make again”).
- Behind-the-scenes quirks (e.g., “I test all my productivity hacks while binge-watching The Bear”).
Where to share them:
- LinkedIn posts (skip the humblebrags)
- Instagram Stories (raw > polished)
- Email newsletters (people actually read these)
Step 4: Pick Your Battles (You Don’t Need TikTok)
Focus on one platform where your audience hangs out:
- B2B? LinkedIn + Twitter.
- Creative? Instagram + Pinterest.
- Controversial? YouTube + Substack.
Rule of thumb: Post where you enjoy engaging. If you hate making Reels, don’t.
Step 5: Build a Tribe, Not a Following
A thousand true fans beat 100K ghost followers. To attract them:
- Reply to DMs personally (even just “Thanks!”).
- Celebrate your audience’s wins (screenshots > selfies).
- Ask for opinions (“Which thumbnail works better?” gets 10X more replies than “New video out!”).
Example: A business coach grew a 7-figure brand by hosting weekly Twitter Spaces where clients could vent—and he’d solve their problems live.
Step 6: Let Your Brand Evolve (Or It’ll Die)
Your brand at 25 won’t (and shouldn’t) be the same at 40.
- Pivot openly: “I used to teach Canva—now I help coaches build courses.”
- Kill what’s not working: That podcast with 12 listeners? Let it go.
- Rebrand boldly: Chef turned consultant? Own it with “The Kitchen-Tested Strategist.”
The Bottom Line
A powerful personal brand isn’t about being perfect—it’s about being recognizable. When someone needs what you offer, you want to be the only person they think of.
Your homework:
- Write down your secret sauce (from Step 1).
- Share one unfiltered story this week.
- Engage with 5 people in your niche—meaningfully.
That’s it. No fancy websites or viral stunts needed. Just you, dialed up.