Personal branding is a network and net worth builder. When time is scarce, it's a high-reward way to be doing your marketing.

I get it, your business is your baby. You've launched it because you recognise a problem you can solve. And you've got loads to offer in your area of expertise. It means that your business is your primary focus. It's innovative, solves real challenges, and possesses unique qualities that set it apart.

But here's the problem - strangers don't really care about that. They care about value, and benefits. And you're likely to be already competing in a saturated space. That's why your personal brand can provide the edge. It's an amazing way to distinguish you from your competitors.

A Personal Brand is a Trust Builder

When someone hands over their hard-earned cash, most of them aren't doing it flippantly. They're not just clicking 'buy now' on another shiny tool.

They're placing their faith in something bigger. They're hoping that your product or service can be part of a transformation - and a better way forward.

If they found your offering via your personal brand, it's more likely that they're betting on you to deliver it.

Showing up and giving value is proof that there's a real human steering the ship. Someone who gets it, who's been there. Someone who knows their stuff.

When you start showing up and sharing your expertise, you're speaking their language. You're not just another faceless startup. You can become a trusted guide, the expert who's got their back.

That's the whole premise of personal brand building. It's about building real connections that convert to real business.

It's creating the mindset shift and reminding yourself that people buy solutions. By being front and centre, you are augmenting your solution. And for many people, that's worth more than any feature list or promotional offer you could throw at them.

Where to Build Your Personal Brand

First things first - you should be going where your people are. Your ideal clients and community have their preferred hangout spots. So it only makes sense that it's where you should be.

Choosing from the Platform Menu

If you're unsure, dip your toes into each community and experiment for a little while. Double down on genuine engagement - it's your best chance of building allies on the platform.

LinkedIn is where business gets done. If you're B2B, your decision-makers are probably scrolling their feed between meetings. Threads feels like early Twitter. It's organic, conversational, and refreshingly way more free from bots and engagement farms. It's a place where authentic expertise still cuts through. And it's easily my favourite.

Instagram works if your business has a strong visual story to tell. Or if your personality is front and centre of your brand. It has great crossover with Tiktok, which rewards educational content packaged in entertaining ways.

With all of these, if you can teach while keeping eyes on the screen, you'll be heading in the right direction. But don't spread yourself too thin. You don't need to be everywhere - you just need to be present where it counts.

Pick the platforms that align with two things:

Where your community naturally gathers
What feels effortless for you to maintain

If writing comes easily, maybe Threads and LinkedIn are your sweet spots. If you light up on camera, TikTok might be more your bag. You need to be consistent, so your strategy needs to be sustainable. Show up regularly where your audience expects to find you. It's better to have a strong presence on two platforms than a weak pulse on five. Quality engagement beats quantity every time.

My Own Experience of Personal Branding

I've only recently returned to freelancing as a marketer and a creative. But back in 2021, my sole service I provided was audio branding. Basically, I composed podcast music, audio logos and YouTube intro music.

I learned about community building from a good friend I met on Twitter, Kevon Cheung. I started putting myself out there and talking about the science behind an audio brand. Just by being 'known' in the space, I was lucky enough to be commissioned to create some cool stuff for other founders. They just happened to be hanging out on Twitter. They probably saw my expertise before they heard my music. That's a pretty interesting thought.

I aim to do the same in my freelancing journey again, where I'll try hard to give more than I take. Long after the revenue, I'm still getting great knowledge and accountability from the friends I made.

Rules of Engagement: Building Real Connections

There's some pretty simple rules for actually showing up on these platforms. Because posting into the void isn't going to cut it. Yet so many of us blindly do this for ages and never scale our reach. Madness.

Social media is... social. It's doesn't have to be your personal broadcast channel. It works better when it's a two way street. A tip I learned was to imagine what my strategy would look like in real life. Walking in and shouting about my services wouldn't be the best way of going about it.

That's why the real magic happens in the comments. In the replies. In the genuine back-and-forth that builds actual relationships.

Adding Value to Every Chat

Find the conversations happening in your space. Listen first. Then start to engage when you've got something worthwhile to add. Whether that's your experience, a different perspective, or just asking a smart question that moves the discussion forward. If a bot could have written your comment, then it's basically pointless work.

And don't just chat with other experts in your field. Yes, peer relationships are brilliant, but they're not paying the bills. It's easy to fall into the trap of gearing your whole persona to other designers if you're a designer. But your future clients are out there too, probably lurking, and definitely watching. It's about striking that sweet spot. Be someone your peers respect, while being accessible to the people you're here to serve.

Creating Engagement Magnets

When you post, think about sparking conversations, not just collecting likes. Share your wins and losses. Ask questions. Create spaces where others feel comfortable jumping in with their thoughts. If you put 'community' rather than 'growth' at the forefront, those who are involved will be way more engaged. And communities thrive on give and take.

Your Personal Brand: The Game-Changer for Business Success

Your personal brand isn't just another marketing tactic. It's a trust building tool that helps you to cut through the noise. It's what transforms you from another business owner into someone worth backing. Building a strong personal brand means showing up consistently. But more so, it means adding real value, and creating genuine connections.

There's huge benefits to being the face behind your solution, not just another logo in the feed. And you don't need to be everywhere or do everything. Pick your platforms wisely, show up where your audience lives, and focus on quality over quantity. That could be sharing insights on LinkedIn. Or sparking conversations on Threads. Or even teaching through TikTok. Just make it sustainable for you.

Start building in public. Share your journey, your insights, and yes, even your setbacks. Because when people buy into you, they're more likely to buy into your product or service. They're getting more than features and benefits. They're getting someone who understands their challenges and is committed to solving them. When there's endless options on the table, your personal brand can be the reason you become the obvious choice.

Boost Your Business with Personal Branding