Why Most Personal Brands Fail Before They Even Start

A hint: No, it’s not about content.

A frequently misunderstood concept is personal branding. Many believe it’s about creating online content, telling your story, or flooding TikTok or YouTube with videos or selfies.

Not really.

The aim of personal branding is to establish a strong association between you and a specific category: Take life coaching, nutrition, and mental health, for example.

Without this association, your personal brand is worth zero.?

Platforms like Instagram or TikTok are merely channels.?

The real work lies in becoming a trusted reference within your niche.

The Objective? When a client is searching for a career transition coach, they should immediately think of you.

Personal branding is about building authority, and with authority comes trust. Without trust, you won’t sell.

How to Create Your Personal Brand?

1?? Identify Your Niche

Ask yourself:

• What problems do you want to solve??
• What expertise do you want to embody??
• Who is your target audience?

Why a niche? Because it’s better to be a big fish in a small pond than to be invisible in a vast ocean. See also my last post about it.

Many coaches and consultants fail by offering countless services with little success.?

Being recognized as an expert in a specific field attracts far more clients. And it allows you to charge premium rates.

2?? Define Your Image

Decide how you want to be perceived. Choose your brand colors, design, and visual identity and stick to them. Remember, it's the first impression that counts. Not to mention consistency.

3?? Craft Your Message

Develop a compelling story and strong values that resonate with your audience.

Stories are important. People love stories, especially those they can connect with.

4?? Develop a Content Strategy

Create educational and inspiring content that shows your expertise and attracts the right audience.

Your content should provide value.

Avoid clichés and focus on addressing real needs. Put yourself in your audience's shoes—if your post doesn’t help, don’t publish it.

5?? Choose the Right Channels

Focus on platforms where your audience spends time (LinkedIn, Instagram, X, etc.). Start with one or two, then expand.

6?? Be Consistent and Authentic

Publish regularly and stay true to your message. Authenticity and consistency inspire trust. Quality is better than quantity. Forget ChatGPT. People will know you're using it and they won't like it. ChatGPT smells like AI.

7?? Measure Results

Analyze engagement and refine your strategy to stay relevant.

That's it.

Creating a personal brand means becoming the go-to expert in your field.

The trusted reference.

It's not about publishing articles that don't add anything, or about your latest team-building trip to Morocco.

The bar is set high. People want real substance and expertise.

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Who Am I?

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