I think we’re losing the plot when it comes to personal branding.
We’re told over and over again that people buy from people. Well, duh.
They want authenticity. They wanna know the face behind the business etc. I agree with all of that, and I’m noticing a trend that we’re taking it so far that some of ya’ll are starting to become the brand, not lead it.
Those are two totally different things.
The pressure to be ‘on’
Your morning coffee? Reel.
Your grocery run? Story.
Your vaca? B-roll.
Your kid said something funny? BETTER GRAB YO PHONE.
Even hobbies have somehow turned into ‘content pillars’.
Before long, it feels like you’re not just living your life – you’re documenting it. Which, I love documenting parts of life, but living like you’re on a reality TV show 24/7? Why?
Your brand needs you to have a life
The thing about personal branding is that it’s personal. Obviously. People are connecting with your stories because you’ve lived them and they can connect with you over similar lived experiences.
When you start becoming your brand, you turn yourself into a billboard loaded with sponsorships, bumper stickers, CTAs, ads and just…content.
Your life slowly becomes filtered through the lens of your business.
You’ve become the product.
The hidden cost of being the brand
Here’s something I don’t think we talk about enough. Personal branding can cost you more in the end. Not just financially, but emotionally, mentally and sometimes literally.
I’ve worked with both personal brands and traditional brands for over a decade. Corporate brand evolve like personal brands do. However, personal brands are tied to something more complicated.
You.
You age, you become a parent, you get divorced, discover new interests, you change your mind.
Because you’re human. And if you are the product, every shift suddenly feels like a business decision. That’s a lot of pressure.
Should you build a personal brand?
Sure! Yes, go for it. I still think it’s a great way to build trust online. People wanna know who’s behind the business, they want your stories, perspective and personality.
But your business shouldn’t require you to perform your entire life for the internet. Your products, services and expertise should be the product, not you.
You’re the person leading it.
I encourage you to build around the business and brand strategy first (always), so you don’t end up being the product and your can build for longevity. It’ll give you more freedom to change, grow, and be human without feeling like your entire brand has to change every time you do.
Live a life that’s interesting enough to inspire your marketing, not one that’s constantly interrupted by it.
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