Personal branding: What is it, why’s it important, and how to build your personal brand

We’re sure you’ve heard of personal branding by now. 

Building a personal brand has become a staple for so many of us, no matter our role or industry. From professional experts and entrepreneurs to influencers and celebrities, we’re all starting to realise just how pivotal a personal brand can be.

Whether you share images on Instagram or post content on TikTok, everyone who’s active online has some sort of personal brand.

For businesses, branding is essential and lays the foundation for any successful business. Branding gives a business identity, makes it memorable, and helps develop strong relationships with an audience. According to Sprout Social, consumers who feel connected to a brand are 57% more likely to increase their spending with that brand. 

Naturally, we’re more likely to buy from brands that we recognise and trust. And, personal branding is no different. But what is a personal brand and why’s it so important?

What is personal branding?

Personal branding is how you want people to see you! Your personal brand can be tied to your role or industry, but it’s all about creating a brand centred around yourself. For example, as a marketer your personal brand may focus on your own experience and development as well as marketing. 

Isobel Cowell is Head of Social at Kurogo, a personal branding agency, and has a large personal brand following on LinkedIn. Isobel posts authentic content that sheds light on what it’s like to be a young leader, public speaking, and building a personal brand.

If you’re interested in learning more about Isobel and her journey or personal branding, you’re in luck. Olivia sits down with Isobel on The Girls in Marketing Podcast to talk about personal branding, why authenticity is key, and so much more!

Why is personal branding important?

Your personal brand represents who you are, what you value, and your journey. It can help you stand out from the crowd. 

By managing your personal brand you’re shaping your voice, image, and how an audience sees you. You can showcase your expertise and share your story, by doing so you’re positioning yourself as an authentic and trustworthy figure.

Personal branding can bring an array of opportunities by helping you to –

  • Strengthen your connections
  • Build meaningful relationships
  • Boost visibility and credibility 
  • Increase your confidence

Remember, people trust people! We’re more likely to trust someone we think we know and have built a relationship with, a personal brand should be a reflection of yourself.

How to build your personal brand

Building a personal brand can take time and you’ll come to discover what works best for you and your audience. Think about who you are, what you value, what you want to achieve, and what you want to talk about.

Try to make your personal brand an extension of yourself. Authenticity is more than just a buzzword, it matters, with 88% of consumers saying it’s important when deciding on a brand they want to support. 

Where to build your personal brand

You’re ready to dive in and start building your personal brand, but where do you do so?

Where you build your personal brand will depend on you, your niche, the type of content you create, where your potential community is, and which platform you’re comfortable with. Certain social media platforms may feel more overwhelming than others, it’s important to figure out which is right for you. 


LinkedIn is the top professional platform with over 930 million members from around the world. It’s become an obvious choice for those wanting to build their personal brand and position themselves as a thought leader.

As one of the most trusted platforms, LinkedIn is a great place to build your personal brand. Don’t just post about your knowledge and skill set showcase it on your profile so your audience can see your credentials. LinkedIn is home to industry and aspiring professionals so you can target a wide audience.

If you wish to position yourself as a thought leader and / or educator expert in your industry, LinkedIn is the place to be. And, being a professional platform, it’s a great place for those who want to build their personal brand in the B2B space. 

For example, if you work in social media marketing you may want to share top tips and advice as well as the highs and lows of  your own journey!


78% of TikTok users look for content that’s funny and entertaining. 

TikTok is favoured for its fun, informal content so if you’re looking to build a casual, more unfiltered personal brand (and reach a younger audience) TikTok is a good place to start. 

There’s SO much content on TikTok so you have to set yourself apart, do so by showcasing your personality and creating engaging content. Think about jumping on trending videos that could relate to your personal brand, use trending sounds, or take people with you throughout your day. 


If you want to humanise your personal brand, Instagram could be the one for you. 

Instagram posts, reels, and stories means you can share content on the go as you go about your day. Why not share behind the scenes of what it’s like in your role, what you get up to on your days off, or even what you’re listening to. 

Let your audience get to know you and try to be transparent, this allows an audience to identify with you and realise you’re just like them.


Formerly known as Twitter, X is a popular place to build a personal brand.

As a platform that thrives on conversation, X can give you the opportunity to connect and engage with an audience directly. 

X is the place we go to find out what’s going on in the world, so why not talk about what’s going on in your industry or share your thoughts on trending news and events. 

Top tips for personal branding

When it comes to personal branding there’s no right or wrong, but here are some top tips – 

  1. Be yourself
  2. Post consistently 
  3. Tell your story
  4. Be honest and authentic
  5. Create a positive space 

Personal branding may take some trial and error, but you’ll get there! The more you post, the more you’ll learn and be able to adapt your strategy as you go.