Why Everyone Hates the Idea of Personal Branding - And Why They're Wrong

Mention 'personal branding' and watch people roll their eyes. Why? Because they feel that it sounds pretentious, self-promotional and inauthentic. But what if I told you that personal branding, done right, is none of these things? You up for that?

Personal Branding is Bad Stuff

You can’t hop online without reading something about personal branding. And half of this is raging against it. Some dislike the term ‘personal branding’ because to them it sounds like you’re reducing a person to a product or a marketing strategy.

Others feel creating a personal brand is inauthentic or superficial, as if it's more about crafting an image than being genuine. To a lot of solo entrepreneurs, who went into business to do what they love, the idea of constantly promoting themselves feels exhausting or even self-centred. (hint: having a strong personal brand doesn't mean you are constantly promoting)

When I was asked to speak at the Women In Tech Regatta I knew immediately who I wanted on my team! I mean, I was asked for my expertise AND for my personality and style, right? So the other experts in the session needed to have a similar vibe. Oh and I didn't even ask Ryan Millar and Su Mee Tan permission before creating this image! (go follow them by the way, they know ALL about showing up as YOU).

Perfect Fit

I mean, what is a personal brand even? Your personal brand is how others talk about you based on what they see, feel, experience... That’s all. It makes you stand out from every other person offering the same service. Not better, not worse, but YOU and that is what makes people want to work with you (or not and that is cool too).

Your personal brand pretty much combines what you do, your ‘job title’ (Leadership Coach, Copywriter, Mailman) with what you stand for, your values, how you communicate and your personality. A strong personal brand means people remember what you do and naturally filters people into those who like your style and those who’d rather work with someone else.

People no longer just mention you as a Leadership Coach, but add to that why they feel that you are such a perfect fit.

?30 years later I still remember our mailman in Washington DC. He never put the mail in the mailbox. He sorted it by recipient, walked up to the front door and yelled out: "Hey everybody here's Fred!" He then handed you the mail in little stacks with your own letters first, then calling out: "And this is for Paul, this is for Janny and here's a card for Leon" All this with the biggest smile ever.

How is THAT for a strong personal brand? This was well before social media, Fred didn't go viral on Instagram. His personal brand was delivering mail in a personalised, friendly and timely manner.

7 Reasons Why Personal Branding is a No-Brainer for Solo Entrepreneurs

1. Stand out: What you do is just the start to the buyer's decision. Your experience, qualifications and skills come next. That still leaves you and a gazillion others to work with. The ultimate buyer decision comes down to gut feeling. This is my kinda person.?
2. Build trust and credibility: Why do you think I say to use your LinkedIn Profile and not your page to post? Because people relate to YOU not your logo.?
3. Create a Memorable Online Presence: It doesn’t matter if you work online or offline, most people will google you first. Your personal brand is often the first and most consistent point of contact with your audience.?
4. Attract Your Ideal Clients: Your personal brand’s gotta make people run. They may run a mile or come running towards you. Both are great! Your personal brand (rather than your job title) connects with those who share your values and need your expertise.?
5. Network Opportunities: A strong personal brand opens doors. It invites conversations, partnerships, and opportunities. I mean, when I am asked to speak at conferences, don’t you think there are people with more expertise? They ask me because my values, personality and delivery style appeal.?
6. Enhance Your Business's Value: Your personal brand adds a human touch to your business, making it more relatable and valuable to your clients.?
7. Establish Thought Leadership: With a clear personal brand you don’t just share your insights, you can also challenge ideas (I don’t believe in an ideal client persona) and use your values to show up as an ally. Your personal brand lets you be more than a business owner; it makes you a thought leader.

Personal Branding Fears Unearthed

Objections (like the ones at the start of this article) often arise out of fear. Let's have a look at some of the fears people expressed to me and unearth them once and for all.

Fear of Inauthenticity: Clients and peers alike call my approach refreshingly direct and authentic. For example, my LinkedIn banner states: “Time to stop faffing about and attract those amazing clients you want”. ?This sets the tone from the get-go. If people don’t immediately click away, my headline definitely makes people either spit out their tea laughing or quickly move on.

Fear of Overselling: Personal branding is not about selling your stuff, but about 'selling' your uniqueness. That way, when people do need your stuff, they won’t shop around but know where to find that expert whose style they like. I share practical tips and real-world examples, demonstrating my expertise in a down-to-earth manner. It's about providing value first.

Fear of Lack of Substance: You see, a personal brand is not something you fabricate to resonate with the right people. Your personal brand is highlighting those aspects of you, the real you, that you are happy for the world to know. I’d argue that your personal brand adds substance! Go from subject matter expert to THAT subject matter expert.

Fear of Alienating Others: Here is the question I always ask when this comes up. "When someone doesn’t want to hire you because of your values, choice of words, dress sense (or missing dress sense in my case) how do you feel about that?" If you still want to work with them, then this aspect of you has no place in your personal brand. If you think in that case they are not my dream client, then your personal brand is doing its job!

Fear of Being Ego-Centric: That doesn’t really have anything to do with your personal brand, right? Unless the key thing about your personal brand is to always brag.

Actions speak louder than words

Your personal brand is not something you talk about, it is how other people end up talking about you. Your actions and the impression they leave determine how people perceive you.

• Giving step-by-step explanations to do something shows people that I am pragmatic.
• Writing in a chatty tone of voice lets people feel what hanging out (working) with me is like.
• Commenting on posts by George Evans (Trans Activist) and Steve Phillip (Suicide Prevention and Mental Health ) tells people about my values and shows that I am not afraid to use my online visibility for allyship.

The Not So Ugly Truth of Personal Branding

Personal branding isn't about self-promotion; it's about creating genuine connection and showcasing your unique value so that you attract clients, grow your business and create impact your way. Begone misconceptions!

Embrace the power of a personal brand that truly represents you and your business.?

Create your personal brand by being fearlessly authentic and unapologetically yourself. It's how you make your mark in a world full of noise and get remembered for the right reasons.

Got thoughts on personal branding? Of course you do! I showed you mine, time to show me yours. Let's start a conversation below…

[EDIT: Sure and then, after this article was finished, my podcast playlist serves me Simon Parsons "High Value Skills" podcast episode with Tim O'Brien about Personal branding with quite an interesting take on how to dress the part.]

Oh no, you’ve reached the end and still want more? Here’s some personal branding stuff for ya!

Quick Case Study: Coach Embracing Their Personal Brand

• They were scared (see, I didn't make that fear stuff up) that being themselves on LinkedIn might not be 'professional' enough. How things changed when their guard came down! Check out this personal branding case study here.

How to Get Started With Your Personal Brand

• There is no better time than today for you to step into the spotlight. Stop hiding your true colours ? let your personal brand speak loud and clear ? and watch as the right leads start flowing in. Discover 3 Easy Steps to Your Personal Brand.

The Shortest Full Colour (not glossy) Personal Branding Guide

• Here you go! The shortest “Personal Branding on LinkedIn” guide ever. Read it ? implement it ? repeat it. Watch how your network turns into raving fans referring ambassadors and amazing clients. Grab Your Personal Branding Guide Here.

Got thoughts on personal branding?

Of course you do! I showed you mine, time to show me yours. Let's start a conversation below…