Personal Branding Isn’t a DIY Kit—Why Outsourcing Your LinkedIn Voice Is a Recipe for Disaster

You’ve seen it everywhere: hyped up as a must-have for success, but also dismissed as a marketing gimmick. It’s the ultimate paradox — a bane and a boon, a nuisance to some, and for others, a strategic cash cow. It’s become a marketer’s dream and nightmare all in one.

Back in 1997 when the term personal brand was first popularized by management guru Tom Peters—Fast Company article "The Brand Called You"—it was seen as a fad, something laughable, even. Fast forward to today, it has evolved into a core component of modern marketing.

Sure, we all get the idea. It’s about visibility, and putting your best foot forward. But it's about more than just posting for the sake of posting. And it’s definitely about more than regurgitating the same generic wisdom from an “expert toolkit” that no one’s ever heard of but somehow everyone’s following.

Personal branding isn’t about trying to reach everyone. It’s about finding your smallest viable audience, as AJ Vaden puts it. And that’s exactly the strategy Ragini Das lives by. She’s built her brand on authenticity, realness, and a bold refusal to outsource the one thing that sets her apart: her voice.

As a founder and a personal branding powerhouse, Ragini doesn’t just talk the talk, she walks it.

"If your posts sound like they came from a toolkit, people know. Audiences are smarter than ever, and they’ll see through anything that doesn’t feel authentic."

She's not talking about perfection, here. It’s about showing up as you. All of you. The quirks, the typos, the small imperfections. Authenticity isn’t something you just sprinkle on for effect—it’s a commitment to being real.

"If you’re not true to yourself, how can you lead with integrity?" Ragini asks.

That brings us to trust; especially on LinkedIn. And trust isn’t built on a foundation of templated posts or carefully curated clichés.

“The person you are online has to match the one you are in real life. If there’s a disconnect, it’s a bummer for your audience. Imagine meeting someone you admire, only to realise they’re nothing like their posts. It’s a letdown.”         

Some argue that outsourcing saves time, especially for busy leaders. And that’s true; to an extent. The allure of outsourcing also lies in its promise to keep you consistent. But consistency without substance is hollow. When you hand over your voice, you’re risking your your thoughts, your reflection. Ragini puts it plainly:

“Writing forces you to think. It gives you clarity. When you’re outsourcing or relying on tools like ChatGPT, you’re skipping that process. It can make you lazy. Sure, it works for some people, but for me, it’s about moving my brain cells.”

I’m not here to say outsourcing is always a bad idea. Saying so would go against my own business quite frankly.

Ragini’s take? “Great if it works for them. But for me, it’s about responsibility. If I’m putting my name on something, it has to feel like mine. I don’t want to be in a position where I can’t take ownership of what I’ve said.”

Make no mistake, personal branding—and social media for that matter—is all about connection. If your content feels impersonal or automated, you lose the dialogue. In a hyperconnected world that continues to thrive on relationships, that’s a price you can’t afford.

5 Things That Define Ragini Das' Personal Brand

I haven’t worked extensively with Ragini but in my interactions with her, and from reading her posts, I’ve found her to be someone who embodies the essence of what it means to be real in a world that often glorifies perfection.

She’s not afraid to enjoy her wins

“Of course I get a kick out of a post taking off. Who doesn’t? But it doesn’t define me. I love seeing engagement, but I’m not addicted to the approval. It’s nice when it happens, though!”

She’s selective with where she shows up: “My Instagram is totally separate from my LinkedIn—and that's on purpose. LinkedIn is professional. Instagram is where I let my hair down. I believe both spaces can coexist, but I don’t mix them. It’s about knowing where to be and when.”

She doesn’t shy away from vulnerability: “I’ve failed in a lot of ways, but I’m not embarrassed by it. I’ve made mistakes, and I’ll continue to make them. But that’s how I learn, and I think it’s important to show that side of yourself.”

She values authenticity over perfection: “I don’t sit around trying to perfect every post. I trust my audience will get me, even if the spelling isn’t flawless or the picture isn’t curated. It’s not about the ‘perfect’ post; it’s about real, raw moments.”

She knows when to step back: “I’m selective about what I engage with. Sometimes, I just don’t have the bandwidth to offer an opinion on everything, and that’s okay. I’d rather stay silent than force a thought that doesn’t resonate with me.”