Why You Need A Personal Brand…ASAP

You dream of leaving the corporate world to become your own boss, but where to start? It’s daunting. 

My advice – from someone who’s made the leap – your personal brand. When you go solo, ‘you’ become the product, the service, and the company all at once – your reputation moves from a footnote, hidden behind your company’s logo, to front and center. 

But, building a personal brand is not as simple as starting to post on LinkedIn – it’s deeper and far more impactful on your long-term success.

from corporate shield to personal spotlight

In a corporate job, you have the company’s brand to lean on. Clients trust the firm’s name on your business card, and your credibility is often assumed because you’re part of a larger institution. But when you step out to become a freelance finance expert, that corporate shield falls away. Suddenly, your name is on the door, and people will do business with ‘you’ based on who you are and what you’re known for.

In other words, your personal brand is essentially your professional reputation at scale – what people think of when they hear your name. As branding expert Amelia Sordell puts it, “Your personal brand is more than your current job. It’s your reputation. And your reputation is the foundation of your career.” 

Why personal branding matters for the self-employed

Going independent in the finance field means you’re also becoming an entrepreneur. Daniel Priestley doesn’t sugar-coat it and tells it how it is, “If you’re invisible, you won’t complete bigger deals no matter how well you pitch.” Even if you have world-class skills, they won’t help you land clients if nobody knows who you are.

A strong personal brand can flip the script, so instead of you chasing clients, they come to you. One social media post can reach 10,000 people – far more efficient than messaging 100 people individually. In other words, regularly sharing valuable insights can prompt interested clients to seek ‘you’ out.

A strong brand is both a safety net and a springboard. In the feast-or-famine cycle of self-employment, a well-known profile helps keep you in ‘feast’ mode more often. It can open doors to invitations and partnerships that funnel new opportunities into your business. Your personal brand becomes your business’s most important asset in the long run.

Beyond linkedin: what personal branding really means

Many people equate personal branding with churning out social media posts for likes. But activity isn’t the same as impact – personal branding goes well beyond an online presence. At its core it’s about ‘trust and identity’ – how you make people feel and what they expect from you. A personal brand isn’t confined to the digital world or a stream of posts; it’s effectively your character and values shining through consistently, online and offline.

If you claim to put clients first but don’t follow through, people will notice. Consistency is key: your LinkedIn posts, client meetings, and even casual networking should all reflect the same genuine persona. If your personal brand is only a carefully curated facade, it wouldn’t hold up – your actions and expertise must match your story.

Another aspect to remember is that personal branding doesn’t mean turning into a social media celebrity or oversharing your personal life. It means deliberately shaping the professional image you want people to remember. It could be through educational blog posts, short videos, a newsletter, or active participation in industry forums – whatever the medium, provide value and be helpful consistently. This builds a ‘reputation shield’ around your business. Even if new competitors appear, you’ll have the trust and authority that make you the go-to choice.

Practical steps to build your personal brand 

Building a personal brand is a marathon, not a sprint. But there are clear steps you can take to start strong and keep growing:

1. Define Your Niche and Message: Identify what you want to be known for. It could be sustainable growth for small product-based businesses, or another niche. Clarify how you help people and what makes your approach unique.

2. Clean Up and Polish Your Online Presence: Google yourself and see what comes up. Make sure your LinkedIn, professional bio, and other public profiles are up-to-date and aligned with your desired brand message. Remove or update anything that doesn’t serve your image.

3. Create Value Consistently: Start sharing useful insights and content that your target audience cares about. This might mean posting on LinkedIn, writing a monthly newsletter, or speaking at local meetups. Don’t just post for the sake of it – post to help or educate. Show you know your stuff by addressing common questions or pain points your ideal clients have.

4. Engage and Network Genuinely: Personal brand grows through interaction, not just broadcasting. Comment on others’ posts, answer questions in forums, and engage in conversations in your industry. The more you give (authentically), the more you’ll get back in visibility and goodwill.

5. Stay Authentic and Be Patient: Don’t copy someone else’s style or pretend to be something you’re not. Authenticity builds trust. Share your victories and even the lessons from failures (when appropriate) – it humanises you. And be patient; branding is cumulative. As long as you remain consistent, you’ll see your reputation (and opportunities) compound over time.

Personal branding isn’t just a buzzword – it’s a fundamental part of doing business in today’s connected world. When you’re self-employed, your expertise is your product – and your personal brand is the marketing engine that makes it desirable. 

If you’re considering going solo and growing a portfolio of your own clients, building a personal brand and being visible on LinkedIn is essential, which is why we cover it extensively in our PowerUP programme – how to build your brand, overcome imposter syndrome and gaining success on LinkedIn. Apply to join the next cohort here.

Investing in your brand is essentially investing in your future success. Take control of your narrative now, and soon your name will carry its own weight.

Want to know more about PowerUP? Take a look here or apply now.

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