Why Personal Branding Matters More Than Ever
Consider this scenario: you’re deciding between two consultants to hire. Both have similar credentials on paper. But one has an active LinkedIn profile with thoughtful posts, a personal website with a clear bio and client testimonials, and perhaps has been quoted in industry articles. The other has a very basic online presence. Who are you more likely to trust or reach out to? Probably the one whose personal brand conveys expertise and credibility.
In business, people often decide based on trust and familiarity. A strong personal brand can create that familiarity. Bhavik Sarkhedi – a renowned personal branding consultant – puts it bluntly: “Personal branding is not a marketing trend. It is career insurance. It is business leverage.” He emphasizes that being visible and trusted in your domain opens doors: the deals, partnerships, and opportunities gravitate to those who stand out.
In fact, Bhavik writes, “In an era where visibility equals credibility, personal branding isn’t a luxury; it’s a necessity.” This rings especially true in 2025, as the workforce becomes more fluid and remote. Whether you are pitching to a client on the other side of the world or applying for a job in a different city, your online personal brand often precedes you.
Key benefits of a strong personal brand:
- Trust and Authority: When you consistently share valuable insights or demonstrate expertise, people start seeing you as an authority. Philip Kotler (the legendary marketing guru) or Neil Patel (digital marketing expert) have such strong personal brands that their names lend instant credibility to any project they’re involved in. You don’t have to be world-famous to reap this benefit; even within your niche or professional community, being known as the go-to person for X is incredibly valuable.
- Better Opportunities: Speaking gigs, media interviews, high-profile clients, job offers – these often come to those who have made a name for themselves. As marketing expert Hannah Power (author of “The Power of You”) points out, building your brand can lead to a “dream life” by aligning opportunities with your passions and strengths. It’s like creating a magnet for the types of work and collaborations you want.
- Networking and Relationships: A personal brand acts as an introduction. If someone has read your articles or watched your videos, they feel like they know you, which warms up networking conversations. Your content works as a conversation starter and can lead to connections with like-minded peers, mentors, or mentees.
- Business Growth: For entrepreneurs, your personal brand can significantly impact your company’s brand. Take the example of Gary Vaynerchuk – his personal brand (authentic, hustle-focused, social media savvy) has greatly amplified the brand of VaynerMedia. People often follow him first, then become interested in his company’s services. Many small business owners and coaches get clients because the client “feels like they know them” from their videos or posts, before ever making contact.
In short, personal branding isn’t ego or self-promotion for its own sake – it’s about shaping the narrative of who you are and what you stand for, so that you attract the opportunities and connections that will help you achieve your goals.
Core Elements of Personal Branding (Authenticity, Value, Consistency)
Let’s demystify personal branding a bit. It’s not about trying to be someone you’re not; in fact, that backfires. The core tenets, echoed by branding experts like Diya Asrani (author of “Design Your Personal Brand Presence”) and Anna Vatuone (host of The Personal Branding Podcast), can be summarized as:
1. Authenticity – Be True to Who You Are:
The foundation of a lasting personal brand is authenticity. You can’t sustain an act, nor should you want to. Claire Bahn advises that authenticity is what makes your audience “stick around for you” even if you venture into new projects. Share your genuine story, including the struggles and lessons learned – this humanizes you. If you’re naturally witty, let that humor come through in your blogs or tweets. If you’re deeply research-driven, maybe your brand is about thoughtful, data-backed insights. Don’t try to copy someone else’s style because it worked for them; find your own voice and angle. Authenticity builds trust because people can sense when someone is being real versus just posturing.
2. Value Proposition – Offer Real Value to Your Audience:
Personal branding isn’t just who you are, but also what you offer to others. Ask yourself: What problem do I solve or what need do I fulfill for my audience? Top personal brands often educate, inspire, or entertain (or a mix of these). For example, Diya Asrani often highlights actionable tips for professional growth on her platforms – she gives value so her audience keeps coming back. Similarly, Neil Patel freely shares digital marketing how-tos, which builds an audience that later might use his services or tools. Your value could be expert knowledge, a unique perspective, or even the ability to curate and simplify information in your field. Ensure that in your content (posts, videos, talks), you’re delivering takeaways or insights people find useful. This positions you as someone worth paying attention to.
3. Consistency – Be Consistent in Message and Presence:
Imagine a brand that changes its logo and slogan every few months – you’d be confused. The same goes for your personal brand. Consistency applies to both your brand messaging and your frequency of presence. Brand messaging consistency means having a coherent theme to what you talk about and how you talk about it. It doesn’t mean you can only talk about one thing, but there should be an underlying thread. For instance, Hannah Power focuses on purpose-driven entrepreneurship and LinkedIn presence – all her content ties back to empowering people to share their message. If one day she randomly started posting about unrelated topics with a different tone, it would dilute her brand.
Consistency in presence is about maintaining regular engagement with your audience. You can’t build a brand by posting once and then disappearing for a year. Does that mean you need to post daily? Not necessarily (quality > quantity), but find a sustainable rhythm. Maybe you write a thoughtful LinkedIn article once a week, share quick tips on Twitter thrice a week, or do an Instagram Live every month. The idea is to stay on your audience’s radar so that over time you build familiarity. As the saying goes, “out of sight, out of mind” – don’t let that happen to your brand.
Insight: Bhavik Sarkhedi outlines these as “Three Pillars” – Authenticity, Value, Consistency – and they provide a great checklist when building your brand content strategy.
Practical Steps to Build Your Personal Brand Online
Knowing the theory is great, but how do you actually do it? Here’s a step-by-step approach:
1. Define Your Brand Narrative and Niche
Start by writing down a few key points:
- Who you are (professionally) and what you stand for. For example: “I am a fintech entrepreneur passionate about financial literacy and inclusive banking.” Or “I’m a wellness coach who believes in blending modern science with traditional yoga practices.”
- What value you provide and to whom. E.g., “I provide straightforward personal finance advice for young professionals.” Or “I help busy moms reclaim their health through 15-minute workouts.”
- Your unique twist or story. Personal branding is storytelling. Are you an engineer-turned-chef? A corporate executive who found mindfulness and now champions work-life balance? Your background and journey give you a unique lens – embrace it. Claire Bahn often tells how her background in entertainment helped her understand the importance of personal image and led her to personal branding – it makes her brand relatable and credible.
This reflection becomes the core of your messaging. It should feel true to you and also aligned with what your target audience cares about.
2. Optimize Your Online Profiles (First Impressions)
In most cases, your social media or Google search result is the first impression. So, make it count:
- LinkedIn: This is non-negotiable for professionals. Ensure your LinkedIn profile is fully filled out. Use a professional-looking profile photo (clear, friendly face, uncluttered background). Craft a headline that’s more than just a job title – speak to the value you offer or your mission (e.g., “Helping SMEs boost sales through digital marketing | Marketing Manager at XYZ Co.”). Rewrite your About section as a first-person narrative that highlights your story, skills, and values. Use LinkedIn’s features like Featured content to showcase articles, portfolio pieces, or achievements. And personalize your LinkedIn URL (e.g., linkedin.com/in/yourname).
- Personal Website (if applicable): A personal website under your name (or a blog) is a great hub for your brand. You can use it to publish longer content, list services if you’re offering any (consulting, speaking), and aggregate all info about you (bio, media features, contact). If you can, secure a domain with your name (like yourname.com). Keep the design clean and make sure it’s mobile-friendly. The homepage or bio page should immediately communicate who you are and what you do. Include a professional bio, and consider adding a few testimonials if relevant (e.g., someone endorsing your expertise or character).
- Other Social Profiles: Depending on where your audience is, optimize those profiles too. Twitter (now X) is popular among thought leaders in tech, media, and politics in India; Instagram might be good if your brand has a visual or lifestyle element. Ensure consistency in your profile picture across platforms (it’s part of your visual brand). Your bio on each platform can be tailored but should echo your core brand message. For example, your Twitter bio could highlight your key roles and a dash of personality: “Fintech Entrepreneur | Forbes 30 Under 30 | Financial Literacy Advocate | Chai fanatic ☕️”. Use relevant keywords so people searching those topics might find you.
- Google Yourself: Search your name and see what comes up. This is what others will see. You might need to adjust privacy settings or content on older accounts if they present an image not aligned with your professional brand (e.g., that MySpace page from college or a very old Facebook album might need to be cleaned up or hidden). It’s not about hiding who you are, but curating what’s publicly visible to match the professional image you want to portray.
3. Create Valuable Content Regularly
Content is the vehicle of personal branding online. It’s how you communicate your expertise, your values, and your personality to the world at scale. Here are some content strategies:
- Blog Posts/Articles: Writing articles on LinkedIn or a personal blog about topics in your domain is a great way to showcase expertise. For instance, Hannah Power often writes about personal branding strategies and shares success stories. If you’re not sure what to write, think of common questions people ask you in your field, or challenges you’ve overcome. An SME owner could write “5 Lessons I Learned from Scaling My Family Business,” a developer could blog “Understanding Blockchain in Simple Terms,” etc. Remember to make it useful or insightful for the reader – it’s about them, not just you.
- Short-Form Posts: On LinkedIn, Facebook, or even Instagram (with a nice graphic), short posts can pack a punch. Share a quick tip, a motivational insight from your day, or commentary on recent news related to your field. For example, Diya Asrani might post a short LinkedIn update: “When I see headlines like ‘Build Your Personal Brand Overnight,’ I can’t help but laugh. Personal branding is a marathon, not a sprint. It’s about building trust through consistent value – there are no shortcuts!” Such posts, if done regularly, keep your voice alive in your network’s feed.
- Video Content: Video is incredibly powerful for connection because people can see and hear you, almost like meeting in person. Platforms like YouTube, Instagram (Reels/Stories), or LinkedIn native video are all options. Your video content could be informative (e.g., a 2-minute tip of the week), or more personal (sharing your story or day-in-the-life snippets on Instagram Stories). Don’t worry about high production – authenticity matters more. Even a selfie video with good lighting and clear sound can do very well if the content is interesting. For instance, Anna Vatuone often shares videos breaking down personal branding tactics in a friendly, approachable way – it helps her audience get to know her style.
- Podcasts/Webinars: If you enjoy speaking or interviewing, consider starting a podcast or a webinar series. It’s an excellent way to network as well – invite other experts (they’ll likely share the episode too, increasing your reach). This can rapidly build your authority as someone at the center of conversations in your field. Bhavik Sarkhedi, for example, frequently collaborates with other branding experts on live sessions and podcasts, which not only provides value but also associates his brand with other authorities.
Whichever content format(s) you choose, remember consistency. Don’t overwhelm yourself; pick a schedule that you can sustain. It’s better to post one good article every two weeks than to post daily for a month and then burn out for half a year.
Also, engage with your audience. When people comment on your posts or ask questions, respond! It builds community and shows you genuinely care. Even simply thanking someone for their comment or adding an extra insight in reply can deepen relationships.
4. Engage and Network Online
Building a brand isn’t just broadcasting your content; it’s also interacting with others. In fact, in the early stages especially, engaging with other people’s content can get you more visibility than just posting your own (since it taps into their networks).
Some tactics:
- Comment Thoughtfully: Identify 5-10 individuals or brands in your industry whose content is valuable and has a sizeable audience. When they post, add your thoughts in the comments. Make it meaningful (e.g., share a brief agreeing point with an extra example, or politely offer a different perspective). Avoid generic comments like “Good post” – those don’t add value or get noticed. Thoughtful comments can often get upvotes or responses, and if people find your perspective interesting, they’ll check out your profile. This is a great way to get in front of an audience that someone else has built, and slowly pull some of that attention towards your own brand.
- Join Groups or Communities: LinkedIn Groups, Facebook Groups, subreddits, Slack communities – whatever exists for your niche, join them. Be active by asking questions, answering others’ questions, and sharing resources (not just your own stuff, but anything useful). By being helpful, you become known in the community. For example, a digital marketer might be very active in a “Digital Marketing Tips” Facebook group, regularly solving problems others post. Over time, people start recognizing and tagging that person when new questions arise – that’s brand building in action.
- Collaborate with Peers: Consider doing cross-promotions or projects with others. This could be as simple as an Instagram Live where you and a fellow expert have a casual discussion on a topic (both your audiences get notified and you both gain exposure), or guest writing on each other’s blogs. Collaboration amplifies your reach and also adds social proof (if X is collaborating with Y, they likely respect each other’s expertise).
- Seek Endorsements and Testimonials: Don’t shy away from asking for recommendations on LinkedIn from colleagues or clients you’ve worked with. A glowing recommendation on your profile boosts credibility. Similarly, if someone says something nice about you in a comment or message, you might politely ask if you can use that as a testimonial on your website or marketing materials. Claire Bahn’s website, for example, showcases client testimonials about how she helped them gain recognition, which bolsters her personal brand authority.
5. Maintain Professionalism and Positivity
While authenticity is key, remember that everything you post contributes to your brand. This doesn’t mean you can’t be human – by all means share challenges or personal anecdotes if they serve a purpose – but do so in a considered way.
Some guidelines:
- Stay Positive and Constructive: Constant negativity or ranting can turn people off. It’s okay to critique ideas (in fact, having a clear point of view is good), but try to do it in a solutions-focused way. For example, instead of “Marketing on XYZ platform is horrible and a waste of time,” say “Many find XYZ platform challenging for marketing; in my experience, it requires A and B adjustments to work effectively.” This way, you’re not just complaining; you’re helping.
- Handle Controversy with Care: If you choose to voice opinions on hot topics (social, political, etc.), be prepared for how it aligns with your brand and the potential it has to polarize. Some personal brands are built on being outspoken – which can work if that’s your deliberate angle – but many professionals opt to steer clear of highly divisive issues unless those are central to their identity or field. When engaging in debates, remember there’s a public watching – keep it respectful.
- Consistency in Tone: Try to maintain a tone that matches how you want to be perceived. It could be conversational, or scholarly, or humorous, or empathetic – as long as it’s consistently you. For instance, Gary Vaynerchuk uses a very energetic, no-BS tone with a lot of slang and it works for him; Claire Bahn maintains a polished yet approachable tone; Bhavik Sarkhedi often mixes motivational flair with factual insights.
6. Learn from the Best
The experts we’ve mentioned – Claire Bahn, Bhavik Sarkhedi, Hannah Power, Diya Asrani, Anna Vatuone, and also marketing legends like Kotler, Neil Patel, Gary Vee – all have put out content on personal branding or have set examples through their own journey. Follow them, observe what they do, and adapt the principles that feel right for you.
For example:
- Claire Bahn emphasizes clarity in messaging – ensure people get what you’re about in seconds.
- Hannah Power focuses on finding your “why” – infuse your purpose into your brand story.
- Bhavik Sarkhedi showcases the balance of thought leadership content (like Medium articles) and social media engagement – a dual strategy you could emulate.
- Diya Asrani highlights personal brand design – not just visuals but designing the experience someone has when interacting with your brand (from your email signature to how you speak at events).
- Anna Vatuone underscores storytelling – she often uses personal anecdotes to illustrate branding tips, which makes her content relatable and memorable.
Case in Point: A Mini Personal Brand Makeover
To illustrate, let’s imagine Arjun, a mid-career marketing manager in Mumbai who wants to build his personal brand as a growth marketing expert and eventually start his own consultancy.
Before: Arjun has a fairly standard LinkedIn (job titles, short about section), rarely posts, and mostly just follows industry news. He’s virtually invisible online besides that.
After a personal brand focus:
- He rewrites his LinkedIn headline to: “Growth Marketing Manager | 10+ years scaling startups | Passionate about data-driven growth”. His about section now tells a story of how he fell in love with marketing through an engineering background and the results he’s achieved (like “drove 150% ROI in a campaign”).
- Arjun starts posting on LinkedIn twice a week. One post might share “3 growth hacks I used to increase our app sign-ups by 30%,” another might be commenting on a new digital marketing trend (with his take on it). He also comments on big voices in marketing (like Neil Patel or Kunal Shah’s posts), adding his perspective. Over a few months, colleagues and even some strangers engage with his posts, and he notices his network growing.
- He creates a simple personal website (arjunmarketing.com) where he writes a monthly in-depth blog about growth marketing strategies. He links to these in his LinkedIn posts for those who want the deep dive.
- He attends a couple of marketing webinars and asks questions live (people notice his name) and connects with the hosts later on LinkedIn thanking them for the insights.
- He gradually becomes known among his network as “that growth marketing guy who shares great tips.” A startup founder who follows him reaches out to ask a question, which turns into a coffee chat, which turns into a freelance consulting opportunity – his first step toward his consultancy dream.
This hypothetical journey of Arjun shows the kind of trajectory one can have. It’s about putting yourself out there consistently and building a reputation one piece of content, one interaction at a time.
Final Thoughts: Your Brand, Your Future
Personal branding is an investment in your own success and fulfillment. As you build your brand, doors open: maybe a dream job finds you via LinkedIn, or you get invited to speak at a conference, or simply you cultivate a tribe of supporters who cheer on your endeavors. It’s hard to quantify initially, but as Claire Bahn’s client testimonials show, defining who you are online can lead to tangible business outcomes like speaking opportunities and deal flow.
And remember, personal branding is a marathon, not a sprint. It’s okay to start small. Today you may have 500 LinkedIn connections and no blog; a year from now you could have 5,000 and be publishing on a major site. The key is to start and stay consistent.
One more thing: enjoy the process! This is about expressing yourself and connecting with others. It can be incredibly rewarding to have people benefit from your insights or to find that your story inspired someone. Those human connections and the impact you create are what make personal branding truly powerful (and fun).
At AG Digitec, we offer Personal Branding consulting as part of our services, because we’ve seen firsthand how a strong personal brand transforms careers and businesses. If you feel unsure where to begin or need a strategy tailored to you, we’re here to help craft your narrative and amplify your presence.
Ready to elevate your personal brand and stand out in your industry? Reach out to us for a consultation, or visit our Personal Branding Services page to learn how we can guide you in building an authentic and influential personal brand. Your story deserves to be heard – let’s make sure it resonates with the right people.