Whether you’re a coach, influencer, entrepreneur, or professional in a regulated industry, one truth holds: people don’t just connect with what you do, they connect with who you are.
That’s why building a personal brand has never been more important. It’s not about vanity metrics; it’s about creating a consistent, authentic presence that helps people trust, remember, and choose you. Here are five actionable steps to start (or refine) your personal brand today.
1. Define Your Brand Foundation
Your personal brand starts with clarity. What do you stand for? Who do you serve? What makes you different?
Ask yourself:
- What three words should people use to describe me?
- What problems do I help people solve?
- What unique perspective or experience do I bring?
Example: When Serena Williams transitioned into entrepreneurship and investing, she made sure her personal brand carried over her values of excellence, resilience, and empowerment. Those qualities are consistent whether she’s on the court, at a board meeting, or launching a venture.
Tip: Write a personal brand statement. If 1–2 sentences that capture your purpose and audience. For example: “I help boutique hotel owners grow their online visibility through brand storytelling.”
2. Know Your Audience
It’s tempting to try to appeal to everyone, but the strongest brands are crystal clear on who they’re talking to.
Ask yourself:
- Who benefits most from my expertise?
- What do they care about?
- Where do they spend their time online?
Example: Gary Vaynerchuk built his brand by speaking directly to entrepreneurs and marketers who wanted practical, hustle-driven advice. He didn’t try to reach everyone—he found his niche and doubled down.
Tip: Create a simple audience profile (demographics + psychographics). For instance, if you’re a coach, your audience may be “professionals in their 30s–40s who want career growth and value personal development.”
3. Craft Your Visual & Verbal Identity
Your personal brand needs consistency in both look and language. From your headshots to your LinkedIn bio, people should instantly recognize your style.
Visuals: Stick to a color palette, photo style, and design approach across platforms.
Voice: Decide whether your tone is authoritative, approachable, witty, or inspirational—and use it everywhere.
Example: Marie Forleo is a great case study here. Her visuals are bright and polished, and her voice is upbeat and motivational. That consistency makes her instantly recognizable, whether you encounter her on YouTube, Instagram, or in her book.
Tip: Update your LinkedIn, website, and social media bios so they all say the same thing about who you are and what you do.
4. Share Value Consistently
Your brand is only as strong as the trust you build. And trust is built by consistently showing up with value—insights, stories, and advice your audience cares about.
Example: Adam Grant, organizational psychologist and bestselling author, shares bite-sized insights on workplace culture and human behavior daily on LinkedIn. His consistent cadence of thought leadership posts keeps him top of mind as the go-to voice in his field.
Tip: Use the 80/20 rule—80% of your content should provide value (tips, resources, insights), while 20% promotes your services or offerings.
5. Build Relationships, Not Just Reach
A personal brand isn’t measured only by followers—it’s about influence and trust. The best brands foster community by engaging authentically with people.
Example: Dawn Staley, head coach of South Carolina women’s basketball, has built her brand not just on her coaching success, but also on the way she interacts with fans, athletes, and media. Her authenticity and openness make her a respected leader beyond the court.
Tip: Reply to comments, collaborate with peers, and engage in conversations. Networking online should feel like networking in person—genuine and relationship-driven.
Final Word: Your Brand Is Your Legacy
Building a personal brand isn’t about being someone else—it’s about amplifying who you already are. By defining your foundation, knowing your audience, crafting a consistent identity, sharing value, and building relationships, you create a brand that grows your influence, career, or business.At BG, we help professionals, coaches, and organizations bring their brands to life in ways that drive real impact. Because at the end of the day, your personal brand is more than a strategy—it’s your legacy. Want help defining your brand? Use this Free Personal Branding Checklist to make sure your brand is on track!
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