You probably think of a 22-year-old “CEO” on LinkedIn posting a selfie with the caption “hustle is a lifestyle” when I say “personal brand.” You think of influencers dancing on TikTok. You think of people who use the word “synergy” without irony.
It makes you want to throw your phone across the room. I understand. People who are narcissistic have ruined the term “personal brand.”
But here’s the truth: You already have a brand.
What do your coworkers say when I say your name?
- “Hey, Sarah? She’s a robot. “She never misses a deadline.”
- “Mike? He’s a nice guy, but he always shows up late and his emails are a mess.
That’s what your brand is. It’s your name. The only thing that matters is whether you are in charge of the story or if it just happens to you.
A resume is just a piece of paper (or a PDF that a robot reads) in 2026. Your Brand is the only job insurance policy that really works. When you lose your job, your resume goes into a pile. People text you, “Hey, I heard you’re free,” because of your brand. We need you.
This is how to create a brand that will help you get hired, get promoted, and make more money without looking like a needy influencer.
1. Pick Your One Thing
The biggest mistake people make is trying to be “The Everything Expert.”
- “I’m a Strategy / Operations / Marketing / Crypto enthusiast.”
No, you are not. You are not clear. And if you make people confused, you lose them.
You need to be known for one specific problem in order to build a brand. Imagine it as a store for tools. You don’t go to the “Store for General Things.” You go to the store that sells drills because you need to make a hole.
Be the drill.
- Don’t be a “Digital Marketer.”
- Be: “The person who fixes broken email funnels for SaaS businesses.”
- Don’t say, “I’m an HR Professional.”
- Be: “The person who knows the most about remote work and culture.”
If you focus too much, you’ll miss out on 90% of chances. Okay. You want to get rid of the ones that are too common so that the right ones can find you.
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2. Choose One Platform
You don’t need a TikTok, a YouTube channel, a Podcast, or a Substack. You work. You don’t have time for that.
Choose one place where people who can hire you spend time.
- LinkedIn: If you work in business, technology, sales, or B2B. For 90% of jobs, this is the only one that matters.
- Twitter/X: If you’re a journalist, work in crypto, or run a startup.
- GitHub/Stack Overflow: If you write code, GitHub and Stack Overflow are for you.
- Behance/Dribbble: If you are a designer.
Don’t use Instagram unless you’re a visual artist. Your boss isn’t looking for a Project Manager on Instagram stories. Before you even think about getting a second platform, you should master the first one.
3. Document, Don’t Create
This is the key to always having something to say. A lot of people stop because they think they have to write a great “Thought Leadership” piece. They believe they must emulate Steve Jobs.
You don’t. You only need to be a reporter.
Don’t try to be a teacher. Be a leader.
- Don’t say, “These are the 10 Leadership Commandments.” (Who do you think you are to tell me that?)
- Say, “This week, I had a hard time leading my team.” This is what I did wrong and how I fixed it.
Share your homework with others.
- Did you read something interesting? Share it and write two sentences about why you liked it.
- Did you find out how to use a new Excel formula? Put up a picture of the screen.
- Did you go to a conference? Write down the three most important things you learned.
This shows that you are curious and active.
4. Profile Optimization
When someone sees your post and thinks, “That’s smart,” they click on your face. They go to your profile. They leave if your profile looks like a scary house.
Your profile is like a landing page. It has to turn visitors into chances.
- Use Canva for the Banner. Clean it up. Make the text for your “One Thing” big.
- The Headline: Don’t say “Student at University” or “Unemployed.” Use key words. “Project Manager | Agile Certified | Helping teams get things done faster.”
- The Headshot: No shades. No wedding pictures where you cut your spouse out of the picture. A clear face, a smile, and a look that made me feel like I could trust them with my money.
5. Comment Strategy
It’s scary to post things. Posting is like shouting into an empty room if you have no followers.
Commenting is the best way to grow quickly. Think of LinkedIn as a cocktail party. You wouldn’t walk into a party, stand on a chair, and shout your resume. You would join in on the conversation.
Look for 5 to 10 people who are leaders in your field. On their profiles, click the notification bell. Leave a real comment when they post.
- “Great post!” is bad.
- “Interesting point, Susan.” I’ve seen the same thing happen in [Industry]. Do you think this will work for small groups as well?
People who read your smart comments will see you. You take their traffic. It’s free, quick, and helps you make friends.
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6. Get Over “Cringe” Factor
Your friends will tease you. Your old college roommate will text you, “Lol, are you now an influencer?”
Let them have a good time. They are laughing from the cheap seats while you are in the arena making money.
In three years, when you have a network of 10,000 people and job offers come to you automatically, people will send you direct messages asking, “Hey, can you look at my resume?” I really don’t like my job.
The price you pay for long-term career freedom is the short-term embarrassment of “posting on LinkedIn.”
7. Consistency
You don’t need a post that goes viral. Viral posts are actually annoying because they bring in a lot of random people who don’t care about what you do.
You need to be consistent. Be there.
- Post 2-3 times a week.
- Comment every day for 10 minutes.
It feels like the gym. You don’t get ripped from just one workout. After six months of boring, repetitive lifting, you get ripped. Hiring managers and recruiters are watching from the shadows. Even if they don’t “Like” your post, they still see it. They see you every week talking about Supply Chain Logistics (or whatever else you do). Who do they think of first when a Supply Chain Director job opens up? The person they see every morning in their feed.
Final Thoughts
Businesses come and go. You could lose your job. The business could go out of business. Your boss could quit. You are weak if your whole identity is tied to your business.
But you own that asset if you build a Personal Brand. It goes with you. It’s the bag you carry from one job to the next. Start putting it away today. Write one post. Change the title of your post. Say something about one thing. The Future You are already thanking you.
FAQs
Q: If I start posting on LinkedIn, won’t my boss get mad? Will they think I’m looking for work?
A: This is the number one thing that scares people. The answer is: It all depends on your boss. They might hate it if your boss is insecure. But if they are smart, they will like it. Why? Because having a well-known and respected employee makes the team look good. It gets people talking about the business. If your boss tells you to stop posting about trends in your field, that’s a huge red flag. You might want to start looking for a new job anyway.
Q: I’m an introvert. The thought of “putting myself out there” makes me want to throw up. Can I skip this?
A: You don’t have to watch the “Look at me!” videos. You don’t have to take selfies. But you can’t skip the part about your reputation. Focus on curation if you don’t like being in the spotlight. Be the person who shares great articles by other people and adds a short summary of each one. You add value without needing to be the centre of attention. It’s not about you, but it makes a big difference.
Q: What should I do about trolls or bad comments?
A: You don’t pay attention to them. For real. Don’t ever get into a fight with a stranger online. It hurts your brand more than anything else. If someone is rude, get rid of the comment and block them. Your profile is like your home; you don’t have to let people come in and mess it up.
Q: Does “Personal Brand” mean I have to talk about my personal life? Children? Do you have pets?
A: No. Please don’t. Facebook is not LinkedIn. You don’t have to talk about your divorce or your dog’s birthday to get people to interact with you (though some people do). Follow the “80/20 Rule.” 80% of the information is professional, and 20% is personal, like a hobby or a lesson learned in life. You want people to hire you because of your skills, not your sad story.
Q: I’ve been posting for a month and no one cares. Should I give up?
A: A month isn’t long at all. That’s like going to the gym four times and then asking why you’re not Arnold Schwarzenegger. It takes the algorithm a while to trust you. People who are watching you need time to trust you. Most people give up after three months. The rewards come in the sixth month. Keep going.
