WHAT PERSONAL BRANDING IS - AND WHY MOST PEOPLE ARE DOING IT BACKWARDS

24 Jun

Written By Ciara .

You’ve been showing up. Posting consistently. Sharing your insights with your audience.

And still… no real traction. No aligned enquiries. No one treating you like the expert you are.

You’ve done what you were told: post value, be visible, stay consistent. But it’s still not clicking the way it should.

That’s because most people are building their personal brand backwards. They’re focused on content first - instead of clarity, positioning, and perception.

And that approach? It’s the reason your brand isn’t doing what you want it to do.

THE TRAP THAT MOST PEOPLE FALL INTO

You’re posting. You’re showing up. You have built an audience that likes and comments even like. But still, no one’s enquiring. No one’s reaching out to work with you. And you’re starting to wonder - what the hell am I doing wrong?

You’ve followed the advice. You’ve stayed consistent. But you’re still not being seen as the go-to in your industry. And honestly? It’s exhausting.

I can say this because I’ve been in this exact position - doing all the “right” things and following all the advice, wondering why none of it was translating into real traction or real results.

WHEN CONTENT ISN’T THE PROBLEM - BUT YOUR POSITIONING IS

Here’s what I see happening behind the scenes with so many brilliant solopreneurs and service providers: they’ve built the habit of posting, but without a clear brand strategy behind it. Their content is helpful, insightful, but it’s not memorable or magnetic. They’re often repurposing content from other platforms, following templates, jumping on trends, and still feeling like they’re blending in.

They’re attracting followers, not clients. Likes, but not leads. Recognition, but not the kind that gets them hired, referred, or remembered. And the enquiries they do get, are not aligned with the work they actually want to be known for.

What makes this harder is how personal it starts to feel. You begin to wonder if maybe you’re just not cut out for thought leadership. You see peers rising faster, getting noticed, getting paid more. And you’re stuck thinking: “I’m good at what I do - so why doesn’t anyone seem to see it?”

The truth is, you’re building your brand from the outside in - focusing on content first instead of clarity.

And I hate to be the one to tell you but that approach you’re taking? It’s backwards.

THE TRUTH MOST PEOPLE MISS ABOUT PERSONAL BRANDING

Here’s the best piece of advice I’ve learned (and what 99% of personal branding advice misses):

A personal brand that works isn’t about content. It’s about perception.

Because when you’re a solopreneur or business owner, personal branding isn’t just about being visible. It’s about being remembered, respected, and known for something specific. It’s the difference between being seen and being seen as the authority.

Most people think they’re building a brand when really, they’re just creating content, or growing a social media account. But unless you’re intentionally shaping how people perceive you, you're not building a personal brand. You’re just posting.

WHAT PERSONAL BRANDING REALLY IS?

Let’s set the record straight. Personal branding is the intentional shaping of how others see you. It’s not a just a LinkedIn account. It’s not a colour palette. And it’s definitely not just a content strategy.

It’s your identity, your values, your beliefs, and your voice - expressed with purpose and consistency, so that the right people remember and trust you.

This is what I call Identity-First Personal Branding - and it’s the foundation of my psychology-backed Aligned Brand Method.

MY APPROACH - IDENTITY BEFORE CONTENT

Before we ever talk about content or strategy, here’s what I help my clients clarify:

Who they are: their values, strengths, and unique perspective.
What they want to be known for: their edge, their big ideas, their message.
How they want to be perceived: the reputation they’re actively building.
And what success looks like to them: whether that’s freedom, impact, recognition, or all three.

Only then do we shape their messaging, their positioning, and their visibility strategy - whether that’s on LinkedIn, through public speaking, or with media features. Because your content should be the expression of your brand, not the thing that defines it.

WHY THIS WORKS (BACKED BY PSYCHOLOGY)

From a psychological perspective, our brains are wired to rely on mental shortcuts (heuristics) to make decisions. We remember people not just by what they say, but by the feeling they give us, and the message they repeat consistently.

When your brand is vague or misaligned, people don’t know how to mentally “file” you. They scroll past because they can’t associate you with anything specific. You’re helpful, yes, but completely forgettable.

But when you lead with clarity and consistency, everything changes. Your audience starts to build what I call “Brand Memory”. They know what you’re about. They associate your name with a specific perspective, energy, and voice. And when they need someone in your space, they think of you.

REAL RESULTS, FROM REAL ALIGNMENT

One of my clients, a brilliant accountant, had been posting for months with no traction. Her content was polished but scattered, lacking any clear identity or positioning that distinguished her from the hundreds of other accountants online. The problem wasn’t her ability. It was that she hadn’t defined what she wanted to be known for.

Once we clarified her brand identity, repositioned her messaging, and aligned her content strategy with that new foundation, everything shifted. Her engagement tripled. She landed a paid brand collaboration. And most importantly, she started attracting high-value clients - not by undercharging, but by owning her space with confidence.

The difference? She stopped trying to be visible… and started being credible and known for what makes her unique.

SO LET’S BRING IT BACK TO YOU

If you’re feeling stuck, overlooked, or just a little invisible, it’s not because you’re not good at what you do. And it’s not because LinkedIn doesn’t work.

It’s because your personal brand hasn’t been positioned with clarity and intention… yet.

So next time you sit down to write a post, instead of asking: “What should I share today?”

Try asking: “What do I want to be known for?”

Because that one shift will change the way you show up, and the way people respond.

READY TO BUILD A PERSONAL BRAND THAT ACTUALLY WORKS?

If you’re done guessing your way through content and finally ready to be seen as the expert you are, my signature brand strategy offer, Claim Your Space - is made for you.

We’ll rebuild your personal brand from the inside out using my Aligned Brand Method. Together, we’ll craft your identity, your positioning, and your long-term visibility strategy across LinkedIn and beyond, so you’re not just posting… you’re building something that lasts.

Check out the details for Claim Your Space here. Or use this link to book a free Discovery Call.

Just need help fixing your LinkedIn presence for now? My 4-week LinkedIn Sprint gives you a focused personal brand audit, identity refresh, profile optimisation, and a content + engagement strategy - perfect if you want clarity and traction fast.