Building a Personal Brand Isn’t Optional Anymore—Here’s Why
Let’s face it, most of what we see online today feels impersonal, mediocre, and robotic thanks to the rise of AI.
Most content is subsumed into the “sea of sameness”, easily summarized by AI and offering no unique value to readers and searchers.
And that’s exactly why building a personal brand has never been more important.
Why Building a Personal Brand is No Longer Optional
People are hungry for authenticity. They want to connect with real people sharing new ideas, not just faceless content.
A personal brand allows you to do just that by creating a human connection that stands out amongst the digital noise. It’s the human touch that builds trust and helps you connect with people on a deeper level but that’s not the only reason it’s a must-have today.
1. Without a Brand, Your Ideas Will Be Lost in the Noise
The unfortunate reality is that quality content, original thought leadership, and truly innovative ideas no longer stand out on their own.
There’s a misnomer that AI will become increasingly adept at recognizing and expanding on truly original insights. But early signals suggest that’s not happening. Instead, large language models (LLMs) tend to either:
The only way originality breaks through is when it reaches a critical mass when enough people talk about it, link to it, and engage with it. This is where a distinct personal brand comes in: it helps you build that momentum.
Take Gary Vaynerchuk, for example. His bold, no-nonsense approach to personal branding, combined with his unapologetic hustle mindset, cuts through the noise on social media.
He has a message that resonates with people on an emotional level, and he shares it consistently and relentlessly.
People stop and listen because they know what he stands for and what value they’ll get.
This clarity and consistency are what make Gary’s personal brand unforgettable and allow him to cut through the noise in a way faceless content just can’t.
2. The Know, Like, Trust Factor: Why People Matter More Than Machines
People are more likely to engage with, buy from, or follow individuals and brands they know, like, and trust.
It has always been the foundation of good marketing, and now, more than ever, it’s crucial for building genuine connections.
At the heart of it, humans will continue to implicitly trust other humans when it comes to delivering authenticity, relatability, and transparency (things AI can’t reasonably replicate).
Here’s how having a personal brand allows you to tap into the “Know, Like, Trust” factor more powerfully:
- Know: People want to feel like they truly know you. A strong personal brand gives them a sense of who you are, what you stand for, and how you add value.
- Like: Building a personal brand helps you connect on an emotional level, allowing people to relate to you beyond just what you do. It humanizes your content and makes you likable.
- Trust: Trust is built over time, but it starts with consistency. A personal brand that delivers value consistently builds trust, which leads to stronger relationships and more opportunities.
Take Lily Ray, for example. As a leader in the SEO space, her personal brand isn’t just about SEO expertise. It’s about her authenticity and commitment to sharing her knowledge.
She consistently shows up, shares real, actionable insights, and engages with her community. People trust her because they know her, like her approach, and value her expertise.
As marketing becomes dominated more by algorithms and AI, the “Know, Like, Trust” factor is the one thing you can own. It’s the key to turning a casual audience into a loyal one.
3. Building a Career Is Hard, But Your Personal Brand Is the Shortcut
The job market is fierce these days, and so is competition for freelance and consulting gigs. A personal brand helps you regain control, shaping the direction of your career path however you like.
But you don’t have to be an influencer for this to work. You don’t have to focus on building a large audience. Rather, focus on growing your network of the right people, like colleagues, stakeholders, recruiters, and potential clients.
No matter if you’re branching out on your own or still climbing the corporate ladder, personal branding can help you:
- Future-proof your career, give you leverage for a favorable promotion, or attract better offers.
- Stand out against competitors in both the service market and the job market.
- Transition from ‘skilled knowledge worker’ to high-paid and sought-after consultant.
- Earn more credibility and trust from potential clients and employers who Google you.
- Turn your contacts into a networking powerhouse for whatever goals you’re aiming to achieve.
You are the product that a personal brand sells.
The better job you do of sharing what makes you different, the better your outcomes will be for any goals you have in your business or career. No matter what path your career takes, your personal brand is something you wholly own and that continues to grow.
Take Steve Toth, for example. He started his popular newsletter, SEO Notebook, while working for FreshBooks.
When he was ready, he left his role at Freshbooks, transitioning them into a client of his newfound consultancy and he hasn’t looked back ever since. In fact, his consulting became so popular, he’s now evolved it into an agency with a skilled team supporting his clients.
That’s the kind of organic growth and freedom a personal brand can give you, allowing you to shape the direction of your career.
The Blueprint for Building a Personal Brand That Cuts Through the Noise
So now that we’ve covered why building a personal brand is no longer optional, the next question is, how do you actually do it?
The good news is, you don’t need to be famous, have a huge following, or post every day to start building something meaningful. You just need a clear sense of who you are, what you want to be known for, and a few smart moves to put that into the world consistently.
Here’s the blueprint to get started.
Step 1: Claim Your Corner of the Internet Early
One of the smartest moves you can make is to start building your digital foundation before you need it. That means buying your domain name, securing your social handles, and setting up a simple site or landing page (something that acts as your personal HQ online).
You can check what social handles and domain names are available using a tool like BrandSnag.
Lars Lofgren did this from day one with his website https://larslofgren.com/.
Looking at his home page, it’s:
- Clean and simple
- Draws the user’s eye to his smiling photo
- Positions his expertise front and center
- Builds trust through the results he’s shared
- Tells you exactly what he does (“I build online businesses”)…
- And exactly why you should engage (“No AI or fake content ever”)
As a result, he has a brand that’s been building over the last 15+ years. And yet, as a website, it’s nothing fancy.
You could easily build something similar in an afternoon when you’re feeling inspired. No-code website builders, like Wix or Squarespace, are equipped to set you up with a professional template and some initial content in a handful of minutes.
The hardest part is simply starting. But once you carve out your corner of the internet, everything else becomes easier.
You have a home base for your ideas, a place to point people to, and a foundation that grows with you (whether you’re publishing content regularly or not).
Step 2: Make Your Work Public and Own Your Narrative
Once you’ve claimed your space, the next move is to make your work visible.
That doesn’t mean turning into a content machine overnight. It just means finding small ways to show what you know and make your thinking more discoverable.
For example, Lars started doing this early in his career. Back when he worked at KISSmetrics, he pitched to run webinars and the email list in his own name. That decision gave him instant visibility and helped people connect with him directly.
Years later, people still remember him for it.
If you’re a founder, you can also take inspiration from one of Crazy Egg’s founders, Hiten Shah. Like Lars, he also has a simple website and some social profiles where he shares his experience of being a founder.
No matter what role you’re in or the path you choose to take, people can learn from you. It’s just a matter of figuring out who you want reading your content.
For example, if you want to build a network of others in the same career path as you or potential employers, share how you solve common challenges you face in your day to day work. If you want to connect with other founders or potential investors, talk about how you’re growing your company and the lessons you’ve learned along the way.
Sharing the good, the bad, and the vulnerable makes you relatable.
Here are some other ways to ease into sharing your work publicly:
- Offer to run your team’s newsletter or contribute to your company blog.
- Summarize insights from a recent project in a short LinkedIn post.
- Repurpose internal presentations into public-facing content (just trim out the confidential bits).
- Share lessons learned from side projects or past roles.
- Express a unique opinion or viewpoint you may have about your industry.
The goal isn’t to go viral. It’s to build a body of work over time that people can see, search, and reference.
That’s what makes you memorable. The more people associate you with valuable insights and thoughtful contributions, the more your personal brand starts to take shape.
Step 3: Find Your Voice and Say Something That Matters
This is where most people get stuck. Not in building the website or setting up accounts, but in figuring out what to say. It’s tempting to copy what others are doing, especially in a crowded industry. But the most memorable personal brands don’t chase trends, they build trust by sharing fresh thinking in their own voice.
The key is identifying your unique angle or perspective.
You don’t have to reinvent the wheel, but you do need to bring something to the table that makes people stop and think.
That could be a distinct point of view, a relatable way of explaining complex ideas, or simply a tone that feels refreshing and real.
Take Codie Sanchez, for example. Her brand didn’t explode because she followed the rules.
It grew because she consistently shares sharp, contrarian takes on wealth, entrepreneurship, and buying boring businesses.
She leans into bold opinions, breaks things down in simple language, and doesn’t shy away from sharing her personal playbook. Whether you agree with her or not, you remember her.
That’s the power of having a distinct voice.
Here’s how to start finding your voice:
- Notice what you often disagree with or find yourself re-explaining to others. Your contrarian takes are often where your originality lives.
- Reflect on your lived experience, how it shapes your lens, and how you solve problems differently because of it.
- Start small. Write or speak in a way that feels natural to you, not how you think a “personal brand” should sound. People respond to realness.
Finding your voice isn’t about being provocative for the sake of it. It’s about being useful, genuine, and a little bit brave.
The people who resonate with it will stick around and those are exactly the people you want in your orbit.
Step 4: Show Up Consistently and Build Real Connections
One of the biggest myths about personal branding is that it’s all about visibility.
The truth is, consistency and connection matter far more than one-off virality. You don’t need to be everywhere. You just need to keep showing up in the places that matter, and engage like a human, not a billboard.
The people with the most trusted personal brands aren’t necessarily the loudest. They’re the ones who deliver value regularly and build relationships over time.
Whether it’s a weekly post, a monthly newsletter, or thoughtful replies in your DMs, consistency builds familiarity, and familiarity builds trust.
Here’s how to get the ball rolling:
- Choose one or two channels where your audience already is (e.g. LinkedIn, X, email).
- Commit to a simple cadence you can stick to, even during busy weeks.
- Prioritize conversation over performance metrics. Your next client, mentor, or hire might come from a comment thread, not a viral post.
- Don’t just broadcast. Start conversations, reply to comments, and connect others to opportunities.
Personal brands are built on the replies, the follow-ups, the behind-the-scenes chats. Those moments are where real relationships form.
Remember: the goal isn’t to become an internet personality.
It’s to stay top of mind with the people who matter most to your work, career, or business. Show up with intention, engage like a person, and watch your personal brand grow in depth, not just reach.
Step 5: Let Your Personal Brand Evolve With You
You don’t need to have it all figured out to start building your personal brand.
In fact, the strongest personal brands are the ones that grow, shift, and evolve alongside you. As your career changes direction, your brand can (and should) change with it.
Your personal brand is a reflection of your thinking, your work, and the value you bring.
Those things aren’t fixed. They sharpen with experience. They grow as you grow.
Some people get a head start by building their brand while working with well-known companies. Others carve their own path, growing slowly and steadily without the lift of a big-name logo behind them. Both approaches work, you just have to lean into what you have right now.
Here are a few examples from both paths:
People Who Leveraged a Big Brand as a Launchpad
- Tim Soulo – Grew his personal brand in parallel with Ahrefs by consistently sharing SEO insights, real data, and behind-the-scenes thinking from the company’s internal experiments and strategy.
- Amanda Goetz – Used her role as VP of Marketing at The Knot to become a visible voice in branding and startup marketing, then spun that momentum into building her following across platforms.
- Dave Gerhardt – Built credibility and audience while leading marketing at Drift. By sharing what he was learning in real time, he turned his role into a personal platform, eventually launching his own brand and community, Exit Five.
People Who Built Organically, From the Ground Up
- Katelyn Bourgoin – Built her audience by breaking down marketing psychology, buyer behavior, and messaging strategy. Her clarity, humor, and practical advice made her a must-follow in startup and marketing circles.
- Jack Butcher – Built the Visualize Value brand from scratch by posting simplified, visual frameworks on Twitter. His clear, consistent style made him stand out and people loved it.
- Joe Natoli – Grew a loyal following by teaching UX fundamentals in a clear, accessible way. Through free content, courses, and no-fluff advice, he made UX approachable and personal.
- Tim Ferriss – Gained traction through his book The 4-Hour Workweek and expanded his personal brand through consistent podcasting, long-form writing, and experimenting in public.
The lesson? You don’t need a perfect title or a famous company to start. You just need to show up where you are, lean into your strengths, and give your brand permission to grow with you.
The more you evolve (and keep sharing along the way) the more your personal brand becomes an asset that opens doors no matter where your career takes you.
