December 16, 2023

How to brand yourself: Strategies for authentic personal branding

In my asynchronous coaching program, I've had a few conversations with freelancers about how they can establish their personal brand. With the new year quickly approaching, I thought it would be good to write down my thoughts on personal branding and address some of the questions I've been getting.

As you probably already know, personal branding is no longer a "nice to have." It's the new reputation—your digital handshake in a world where first impressions are often made between pixels on a screen, where every click or like is a vote for who you are, and the things you create or share contribute to how you're perceived.

I'm not trying to overhype it, but these days, your personal brand stands as your advocate before you even enter the chat—either opening doors to new opportunities and growth or standing in the way of your true potential.

Let's walk through ways to deliberately and strategically present yourself in the digital age.

Key takeaways (TL;DR)

  • Crafting a personal brand helps distinguish your unique professional identity.
  • Strategic planning and communication are integral to developing your brand.
  • Consistency in self-presentation fosters credibility and professional opportunities.

Laying the foundation

To effectively build your personal brand, you have to start with a solid foundation. This process involves clarifying your vision and deeply understanding your target audience—two steps that shape your professional brand's future.

Establishing a clear brand vision

Your brand vision is the aspirational compass that guides your brand's direction and growth. To define this, you need to write a vision statement that embodies your long-term goals and the impact you want to have.

Ask yourself what drives you and how you want to be perceived. This will serve as the cornerstone of your brand identity and should reflect your values and purpose in the professional world.

Identifying and understanding your target audience

Knowing who you're talking to is just as important as knowing what you're talking about. Start by detailing the demographics and psychographics of your audience. Consider creating avatars that include age, occupation, interests, and challenges. Understanding these aspects helps you tailor your messaging and brand voice to resonate with the people you aim to reach and engage.

Remember: Your brand foundation is what you reflect internally and what connects meaningfully with others on the outside.

Strategic approach to brand building

Before diving into the specifics of building your personal brand, it's critical to acknowledge that a strategic approach is the backbone of any successful branding effort. You'll not only identify the most effective platforms for engaging with your audience but also craft a compelling, unique value proposition that sets you apart.

Selecting the right platform for starting

When kick-starting your personal branding journey, choosing the appropriate platform is fundamental. For many professionals, LinkedIn is an invaluable tool. And believe it or not, LinkedIn is actually experiencing a massive boom in popularity and networking right now.

It's tailor-made for career-focused branding, allowing you to showcase your expertise, network with peers, and join professional groups. Start by ensuring your profile is polished and professional—consider it your digital business card.

  • Use a professional headshot.
  • Craft a succinct, impactful headline.
  • Populate your summary with clear insights into your career and strengths.
  • Detail your experience with specific achievements.

If LinkedIn seems too stuffy, platforms like X or Instagram might be more your speed. X is great for short, sharp insights and conversations, while Instagram can portray a more personal, visual aspect of your brand.

Both platforms allow you to take advantage of their algorithms to connect with an audience based on the persona and content you're sharing.

Developing a Unique Value Proposition

Your unique value proposition (UVP) is the cornerstone that communicates your unique selling point. It's what you offer that no one else can—your special knowledge or standout skills. This articulation is what makes you memorable in the minds of colleagues, clients, or your broader network.

Crafting your UVP

  • Be specific about what makes your skill set unique.
  • Tailor your UVP to resonate with your desired audience.
  • Ensure it is clear, concise, and easily understood—all within a few sentences.

A powerful UVP on social networks might revolve around a niche skill or a broad influence within your industry, helping you differentiate yourself from others. Keep your UVP front and center in your profile and reinforce it with evidence such as projects, recommendations, and endorsements. When branding yourself on social media, your selling point should consistently reflect across all platforms, reinforcing who you are and the value you bring.

Content creation and communication

To effectively brand yourself, it's absolutely crucial to marry authenticity with strategic messaging through your content. This balance will magnify your personal brand's presence and reliability amongst your audience.

Tips for creating authentic, value-driven content

  • Identify your unique selling points: Understand the facets that make you distinctive. Perhaps you have a certain skill set or life experience that sets you apart. Embed these aspects into your content to reinforce your personal branding.
  • Share your process: Don't hesitate to share your challenges and successes. Authenticity comes from being real and relatable.
  • Provide real value: Your content should highlight your brand and offer actionable insights or solutions to your audience.
  • Be consistent: Whether it's your tone, posting schedule, or content themes, maintaining consistency is key. This doesn't just mean posting regularly but also being steadfast in your brand's values and message.

Importance of clear and consistent messaging

  • Craft a coherent narrative: Your content should tell your story coherently. Each piece of content should relate to the others in a way that makes sense and reinforces your personal brand.
  • Consistency builds trust: When your messaging is consistent, your audience develops a sense of familiarity and trust. Stick to your core messages, and your personal brand will grow stronger.
  • Feedback loop: Utilize feedback to refine your communication. The responses from your audience are golden nuggets that will help you adjust your strategy for better resonance.

By focusing on these elements of content creation and communication, you'll be able to present an authentic and well-defined personal brand to the world.


Personal branding is not just about creating an online persona; it's about strategically and authentically showcasing your unique professional identity.

Remember: Your digital presence is a powerful tool that opens doors to opportunities and growth. By laying a solid foundation, choosing the right platforms, and consistently delivering value-driven content, you can build a personal brand that truly reflects your vision, skills, and values.

Whether you're a freelancer, an entrepreneur, or a professional, investing in your personal brand is a way to invest in your future success.

Frequently Asked Questions

  • What are the initial steps to take when thinking about how to brand yourself?

    Begin by identifying what sets you apart, such as your strengths, skills, and values. Consider questions to help uncover your personal brand for a clear and intentional brand framework.

  • How can I effectively showcase my unique skills and talents through personal branding?

    Create content that demonstrates your expertise and passion. Reflect on what makes you unique and use that to build a compelling narrative around your brand.

  • What are some effective methods for promoting your personal brand as a freelancer or creative?

    Utilize social media, build a portfolio, engage with your community, and consider collaborations with other artists to amplify your personal brand.

  • What are the '3 C's of branding' and how can they be applied to personal branding?

    The '3 C's stand for Clarity, Consistency, and Constancy. Applying these principles means clearly communicating who you are, being consistent in your message across all platforms, and constantly engaging with your audience to maintain a strong personal brand.