I used to think personal branding was just corporate nonsense. Seriously. I'd roll my eyes whenever someone talked about "building their brand" because it sounded so fake and self-promotional.

Then I lost out on three job opportunities in a row to people who were arguably less qualified but way better at presenting themselves online. That's when it hit me: I was being an idiot.

What Personal Branding Really Is (Spoiler: It's Not What You Think)

Here's the thing—personal branding isn't about creating some fake persona or turning yourself into a walking LinkedIn post. It's simply about being intentional with how you show up in the world.

Think about it. You already have a reputation. People already have opinions about your work, your reliability, your expertise. Personal branding just means you get to influence that conversation instead of leaving it to chance.

My friend Sarah, who runs a marketing agency, put it perfectly: "People were going to talk about my work anyway. I figured I might as well give them something good to say."

Why This Stuff Matters More Than Ever

Look, I get it. The whole concept can feel slimy. But here's what changed my mind:

People buy from people they trust. And in our digital world, trust often gets built before you ever meet someone face-to-face. Your online presence, your reputation, the way you communicate—that's often someone's first impression of you.

I learned this when I launched my consulting business a few years ago. Clients weren't just hiring me for my expertise (though that mattered). They were choosing me because they felt like they already knew me. 

They'd read my blog posts, seen my personality come through in my case studies, maybe even connected with something I'd shared on LinkedIn.

You can't hide from Google. Whether you like it or not, people are going to search for you. Your boss, potential clients, that cute person from the coffee shop. What do they find? A blank slate? Outdated information? Or a clear picture of who you are and what you're about?

Your network becomes your net worth. (Okay, that's cheesy, but it's true.) When you're known for something specific, opportunities find you. Speaking gigs, job offers, collaboration requests—they all come from people knowing what you're good at.

How to Actually Build Your Brand (Without Feeling Like a Fraud)

Start with yourself

Before you post anything or update any profiles, spend some time figuring out what you actually want to be known for. I made a list of five things I wanted people to think when they heard my name. It helped clarify everything.

Pick your battles

You don't need to be on every platform. I tried to maintain a presence on LinkedIn, Twitter, Instagram, TikTok, and Medium all at once. It was exhausting and my content suffered. Now I focus on LinkedIn and my blog. That's it.

Share what you're learning

This is probably the best advice I can give. Don't wait until you're an expert to start sharing your thoughts. Some of my most popular posts have been about mistakes I made or problems I was working through. People connect with the journey, not just the destination.

Be consistently you

Whatever voice you choose, stick with it. If you're naturally sarcastic, don't try to be all corporate and formal. If you're more reserved, don't force yourself to be the life of the party online. Authenticity beats perfection every time.

Help people

The best way to build a reputation is to actually be helpful. Answer questions in your field, share resources, connect people who should know each other. When you make other people look good, they remember.

The Uncomfortable Truth About Personal Branding

Here's what nobody tells you: building a personal brand is uncomfortable at first. It feels weird to talk about yourself, promote your work, or position yourself as someone worth listening to.

I remember publishing my first blog post and immediately wanting to delete it. Who was I to give advice? What if people thought I was being pretentious?

But here's the thing—everyone feels this way at first. The difference between people with strong personal brands and those without isn't confidence. It's a willingness to be uncomfortable.

My Biggest Mistake (So You Don't Have to Make It)

I waited too long to start. I thought I needed to have everything figured out before I could begin building my brand. Perfect website, perfect headshots, perfect strategy.

That's backwards. Your brand develops as you do. It evolves. What I write about now is different from what I wrote about six months ago, and that's exactly how it should be.

Personal Branding Isn't Going Anywhere—Neither Should You

Personal branding isn't about becoming someone you're not. It's about becoming more intentional about who you already are. It's about making sure the right people know about your work and can find you when they need what you offer.

And honestly? In a world where attention is the new currency, being forgettable is the biggest risk of all.

So start small. Pick one platform. Share one thing you're working on. Help one person in your network. 

Because while everyone's busy trying to perfect their personal branding strategy, the real winners are the ones who just started. Your future self will thank you—and so will everyone who finally gets to discover what you're all about.