How to Build a Personal Brand without the Cringe
I spent so many hours in middle school trying to flatten my wavy hair into submission, over-lining my eyes, and shuffling around in Ugg boots, all in the name of looking “cool.”
Looking back, it makes me cringe. Not just because of the fashion choices, but because of how much energy I wasted trying to be someone I wasn’t.
I think that’s why so many of us are repelled by the phrase ‘personal brand’.
It’s somehow become synonymous with being performative or phony. I immediately think of LinkedIn “influencers” and failed celebrity brands (looking at you, Meghan Markle).
But recently, I’ve been seeing a shift in the personal branding space. More and more small, service-based businesses are taking a more personal approach to branding.
Let’s take a look at what personal branding really is, why it’s more important than ever, and how to build yours.
What Is a Personal Brand?
At it’s core, a personal brand is how you communicate your personality, style, and strengths in your business. While your logo and color palette can be part of that story, it also includes your personal viewpoints and tone of voice.
Together, these elements create a vibe your audience feels when they scroll your Instagram, read your emails, or interact with your brand. Now that so much of our marketing and client interaction happens online, it’s more important than ever to let your personality shine through the screen.
Why Personal Branding Matters for Solopreneurs
Even if you don’t operate your business under your name, most small businesses, coaches and solopreneurs can benefit from taking a more personal approach to branding. It’s how the right people will connect with you, trust you, and ultimately say yes to working with you.
Here’s a deeper look at three reasons why personal branding is essential in 2025:
Personal Brands Build Trust in the Age of AI
People aren’t looking for generic information anymore. They’re looking for information applied in a way that aligns with their values and beliefs from people who have the lived-experience to back it up. These are the qualities that make you irreplaceable against AI.
Personal Brands are More Profitable
Think about how much more likely you are to buy Joanna Gaines’ new kitchenware line over a random no-name brand at the dollar store. Her personal brand adds value because you trust her design taste and her expertise.
The same goes for you. The more you can build a brand around your expertise and opinions, the more you will be able to charge.
Personal Brands are an Investment
Your personal brand is a lifelong investment. If you pivot or expand into new offers, (as so many entrepreneurs do) your audience will come along for the ride. This is another reason why it’s important to build your personal brand around your core truths and not fleeting trends.
How to Build a Personal Brand That Feels Like You
So… you’re in. But, where do you start? Here are 5 simple, non-cringe ways to infuse your personality into your brand.
1. Know Your Vibe
Don’t overthink this. Zoom-out and think of the obvious qualities that people describe you as. Are you calm and grounded? Bold and bubbly? A little “extra” in the best way?
Your tone of voice, visual style, and client experience should all echo this energy. If you're down-to-earth, let your content sound like it. If you’re polished and luxe, your brand should reflect that too.
2. Embrace Your Strengths (and Weaknesses)
Here’s where you can go a little deeper and think-through some of the qualities that set you apart from your competitors. Look at past feedback, personality tests (like StrengthsFinder, Enneagram, or Human Design), or even ask a trusted friend.
Another approach is to think about your weak points. Ironically, sometimes our strengths hide behind things we think are weaknesses.
To use myself as an example, I tend to be quiet and introspective, and I definitely wouldn’t describe myself as charismatic. But those traits help me listen more closely, notice small details, and create meaningful brand experiences for my clients. And more often than not, that’s exactly why people choose to work with me.
3. Teach What You’ve Learned
If you’re intimidated by the idea of sharing your expertise, this is my favorite hack from the book Wealthy and Well-Known:
"You're best equipped to serve the person you once were."
Think back to 1, 3, or even 5 years ago. What mindset shifts, routines, or insights have you gained since then? And which of these would be particularly helpful for your ideal clients? Use these ideas as content inspiration or weave them into your client experience.
4. Tell Personal Stories
Did you notice how I started this article? Stories create emotional connection. They build trust, show your humanity, and help clients see themselves in your work.
And, sharing stories doesn’t mean you have to be dramatic or vulnerable every day. Light-hearted short stories, micro routines, mistakes and lessened-learned all work too.
5. Actually Build Community
If you're just starting out and struggling to feel seen online, this is the most underrated tip: start showing up for others first. Real community-building creates trust.
That can be as simple as commenting on your ideal clients’ posts, sending thoughtful DMs (not cold pitches!), asking your audience what they’re currently struggling with, or sharing behind-the-scenes moments from your week.
These small, genuine interactions add up, and the more real conversations you have, the more you learn about your audience and the more trust you build, and the more genuine you’ll come-across.
Personal Branding Isn’t Gross, Pretending Is.
Personal branding shouldn’t be about becoming someone you’re not. It’s about leaning into who you already are and letting that shine across your brand.
If you need some next steps for your brand, try journaling around these questions:
What’s your natural vibe or personality?
What strengths make your process or work special?
What lessons have you learned that your clients need to hear?
Still struggling to define your personal brand?
Whenever you're ready, book your fit call. We'll get to know each other and if I’m not the best fit for your needs, I’ll connect you with someone who is.