Building Trust at Scale - The Magic of Parasocial Relationships in Personal Branding

(This one is for all you branding NERDS out there, let's get into it!)

Let’s talk about connection

Have you ever felt like you really know someone you’ve never met? Maybe it’s a podcaster whose voice feels like the background track to your life, or a YouTuber who seems to share your exact thoughts on every topic. That’s the power of parasocial relationships.

This idea fascinates me. Not just as someone working in personal branding but as someone who truly believes in the power of connection. Parasocial relationships are one-sided, sure, but they feel deeply real.

What exactly are parasocial relationships?

Let’s break it down. A parasocial relationship happens when someone feels like they know you, even though the connection is entirely one-sided. Like how you might feel about Oprah, or your favorite podast host. It’s the kind of bond that makes people say, “I feel like we’d be friends in real life.”

And here’s the thing: it’s not just influencers or celebrities who can build these connections. Anyone can. Employees, Entrepreneurs, CEOs, and thought leaders can (and should) use the same principles to build trust and grow their brands.

Scaling Personal Branding

Personal branding isn’t just about visibility, it’s about trust. And trust is built when people feel like they know you, even if they’ve never met you.

But here’s where it gets exciting: parasocial relationships scale. Unlike traditional networking, you’re not limited to one-on-one interactions. With the right approach, you can foster a sense of connection with thousands, maybe even millions of people. All because of the digital age we live in.

How do you build these relationships?

If you’re wondering how to make this happen, here’s a smart way of thinking of it. This is something I teach my clients.

1. Be everywhere (within reason) Repetition is everything. To feel familiar, people need to “spend time” with you. Daniel Priestly’s “7-11-4 Rule” is a great framework, to build a relationship your follower needs to have:

• 7 hours of engagement with your content.
• 11 interactions with you or your brand.
• See you on at least 4 platforms.

Here’s an example he gave that really stuck with me: If someone cleared their schedule tomorrow and spent the entire day trying to consume everything about you online, would they find enough to fill those 7 hours? For most people, the answer is no. But for those who’ve worked on their personal branding, there might be a podcast interview or two, some Youtube clips, blog posts, LinkedIn articles, and Instagram stories.

It’s not about overwhelming yourself by creating everything at once, it’s about slowly building a digital presence that tells your story in multiple ways, on multiple platforms. This is not done in one day, but it also doesn’t have to be as intimidating as it may sound.

If someone cleared their schedule tomorrow and spent the entire day trying to consume everything about you online, would they find enough to fill those 7 hours? For most people, the answer is no.

2. Be human, not polished People are drawn to people, not perfection. Long-form, unscripted content like podcasts or live videos gives people the sense they’re spending real time with you. It’s okay to stumble over your words or share something vulnerable, it’s those moments that make you relatable.

3. Share your story (even the messy parts) I’ve seen this time and again, when someone shares their struggles their audience leans in. Talk about what drives you, what challenges you’ve overcome, or even what you’re working through now. It’s these stories that make people feel connected to you.

4. Give value generously Trust grows when you offer something meaningful without asking for anything in return. Share insights, tools, or behind-the-scenes knowledge your audience wouldn’t otherwise have access to. But don’t just give for the sake of giving, package it thoughtfully so it feels like a gift.

5. Engage whenever you can Reply to comments. Host Q&As. Ask your audience questions. Even a single interaction can transform a follower into a loyal advocate.

6. Be repetitive (yes, really!) Repetition isn’t boring, it’s how we remember. Say the same things, share the same stories, and reinforce your message across platforms. It’s not about reinventing yourself every week - it’s about becoming FAMILIAR.

The stories we tell ourselves

When I think about parasocial relationships, I can’t help but reflect on the power of storytelling. It’s not just about what you say, it’s about how people feel when they hear it. A great story can make someone feel like they’ve spent years with you, even if it’s their first encounter with your brand.

And here’s the magic: you’re inviting people into conversations they might never have access to otherwise. Whether it’s through a podcast, a video, or a thoughtful article, you’re giving them a seat at the table.

"Because in the end, personal branding isn’t about how many people follow you, it’s about how deeply you connect with those who do."

What this means for personal branding

The more I work with clients, the clearer it becomes - building a personal brand is about connection, not perfection. Parasocial relationships are a way to scale that connection, creating bonds that feel personal, even when they’re not. (This is not to say that it is fake, it’s just one sided because you can’t meet everyone and know them personally.)

So if you’re feeling stuck or overwhelmed, remember: you don’t need to be everywhere (all at once). Start small. Share a story. Post that first video. Let people see you, hear you, and feel like they know you.

"Because in the end, personal branding isn’t about how many people follow you, it’s about how deeply you connect with those who do."

/M.