I Hate Personal Branding (But I Do It Anyway)
Look, I’m gonna level with you. I’ve been in this marketing game since 1998, and I’ve seen alot of trends come and go. But nothing makes me roll my eyes harder than the phrase ‘personal branding.’ It’s like everyone woke up one day and decided to turn themselves into a corporate clone.
I remember sitting at a conference in Austin back in 2010, listening to some guy named—let’s call him Marcus—droning on about ‘authentic storytelling.’ Authentic, my ass. The guy was wearing a suit in 100-degree heat. I mean, come on.
But here’s the thing: I get it. Personal branding isn’t going away. So, I’m gonna tell you how to do it without selling your soul to the marketing gods.
Your Brand Isn’t Your Resume
First off, let’s get one thing straight. Your personal brand isn’t your resume. It’s not a list of skills or achievements. It’s the vibe you give off when you walk into a room. It’s the feeling people get when they read your tweets or see your posts.
I had lunch with a friend last week—let’s call her Sarah—who’s a huge deal in the tech world. She’s got this magnetic energy. You know the type. People just wanna be around her. And it’s not because she’s got a fancy title or a flashy LinkedIn profile. It’s because she’s genuinely herself. That’s it. That’s the secret.
So, stop trying to be something you’re not. Be real. Be you. Even if you’re a hot mess like me.
Social Media Isn’t a High School Yearbook
I see too many people treating social media like a high school yearbook. They’re curating this perfect image of themselves, and it’s so damn boring. Nobody wants to see your perfectly filtered life. We get it. You’re awesome. But so what?
I had a colleague named Dave who was always posting these overly polished photos of his office. Sleek desk, fancy chair, you know the drill. One day, I asked him, ‘Dave, what’s the point of all this?’ He said, ‘I want to look professional.’ I said, ‘Dave, you look like a robot. Nobody relates to a robot.’
Which… yeah. Fair enough.
So, here’s a tip: show the messy parts of your life. The struggles, the failures, the moments when you’re not on top of the world. That’s what makes you human. That’s what makes people care.
Content That Doesn’t Suck
And speaking of content, let’s talk about what you’re putting out there. If you’re just regurgitating the same old stuff everyone else is saying, you’re wasting your time. Nobody needs another listicle about ‘5 Tips for Success.’
I was at a networking event a few months ago, and this woman—let’s call her Lisa—was complaining about how hard it is to come up with fresh content. I said, ‘Lisa, have you ever thought about just talking about what you’re actually interested in?’ She looked at me like I had two heads. I mean, honestly, it’s not rocket science.
If you’re passionate about something, talk about it. Write about it. Share it. People can tell when you’re genuine. They can also tell when you’re just trying to game the system.
And for the love of God, stop overusing buzzwords. I can’t stand it. ‘Synergy,’ ‘disrupt,’ ‘paradigm shift’—just stop. You sound like a corporate drone.
A Quick Detour: Work-Life Balance
Speaking of not being a corporate clone, let’s talk about work-life balance. I know, I know, it’s not exactly a marketing topic, but hear me out. If you’re not taking care of yourself, you’re not gonna be any good to anyone, least of all your brand.
I found some work life balance strategies tips that actually make sense. And honestly, they’re not that complicated. Take breaks, set boundaries, and for the love of all that’s holy, stop checking your email at 11:30pm.
I made the mistake of thinking I had to be ‘on’ all the time. Spoiler alert: it’s not sustainable. I crashed and burned, and it was not pretty. So, do yourself a favor and take care of yourself. Your brand will thank you.
Be Unapologetically You
At the end of the day, personal branding is about being unapologetically you. It’s about embracing your quirks, your flaws, and your unique perspective. It’s about showing up every day and being real.
I’m not saying it’s easy. It’s not. It takes guts to put yourself out there. But if you can do it, if you can be true to yourself, you’ll stand out in a sea of corporate clones.
So, go forth and be awesome. And for the love of all that’s holy, stop trying to be something you’re not.
Oh, and one more thing: if you’re gonna use buzzwords, at least make them funny. ‘Pivot’ is not a verb, people.
About the Author
Sarah Johnson has been a senior magazine editor for over 20 years, working with major publications and covering everything from digital marketing to social media trends. She’s opinionated, flawed, and not afraid to call out the nonsense in the industry. When she’s not writing, you can find her complaining about the lack of good coffee or ranting about the latest marketing trend she can’t stand.
