Build a personal brand that matters

What’s broken in the world of personal branding (A manifesto)

It used to be about relationships. Not it has become about impressions

As founders, CEOs, and consultants, we want to share our ideas and resonate with our ideal buyers. We want them to read our content, connect with us, and build a lasting, profound relationship. And very soon, we get drowned in stupid, vanity metrics and forget why we started this journey in the first place. 

We start building a personal brand

We start churning out content at rocket speed. We learn how to write attractive hooks because, hey, ‘attention is the currency’. We even buy a nice T-shirt that makes us look good on our YouTube channel. The hope and the dream is to get more numbers.

Traditional personal brand advice is about ‘making it big’. The goal is to become the next Dan Koe, Justin Welsh, Gary Vaynerchuck, or Casey Neistat. It makes somewhat sense. These guys have a large number of followers and likes, and hence, they command significant ‘respect’.

To become the next big personal brand, we need to be invincible. We need to be experts who have figured out everything and know the answers to all the questions. 

But where does it take us?

We are so concerned with how we want to be perceived that we forget who we are. We start creating content the algorithm will favor and get us more shares, followers, and likes. It becomes about writing hooks that LinkedIn will like and Instagram reels that will quickly grab attention.

In the process, we lose our core vision. 

Our unique Point of View is all we have

And this unique perspective gets lost. ‘Being perceived as an expert’ becomes so important that sharing our unique vision feels risky. After all, expressing our unique point of view opens us up to criticism. We stop sharing our unique vision just to fit into the mold of a likable personal brand.

In other words, we start creating commodity content. Content that gets lost in the noise. Content that is similar to everyone else out there. 

The alternative?

It’s time we understand that the traditional funnel optimized for reach and attention is broken. The time has come to focus on depth, not width. 

High-ticket B-to-B sellers need a few clients and customers. It’s important to build deeper relationships with fewer people than looking over your shoulder to see if you have missed out on reaching more people. 

In most cases, if you review your past data, you’ll notice that your highest-spending clients and those you impacted the most were drawn to you through strong relationships.

“People do not buy goods and services. They buy relations, stories, and magic.” – Seth Godin. 

The new way is to grow horizontally. It’s about building one relationship after another, a deep, emotional bond with your potential buyers so that they like you, trust you, and think of you during the buying decision. 

How do we achieve this depth?

Glad you asked.

Here are a few pillars that help us achieve depth in our relationships – 

  1. We have a unique Point of View

This is our distinct point of view, which everyone may not agree with, but it draws our ideal audience towards us. A unique point of view has the ability to build deep trust.

  1. We create signature content

We step away from commodity content, such as ‘3 ways to get more website traffic’, and instead create nuanced, signature content. ‘Storytelling’ is an essential skill to possess here. 

  1. We stop being experts

And become explorers instead. This unburdens us and makes the story a lot more interesting for the audience. 

Join me on this journey as I explore these pillars. You can subscribe to my weekly emails here.