Building a Powerful Personal Brand: Tips and Traps

Building a personal brand is an essential aspect of career and business growth, whether you're a founder, an executive, or a professional navigating today's competitive landscape. Your brand is not just your resume or LinkedIn profile—it's the sum of how you present yourself, the values you embody, and how others perceive you. As someone deeply involved in guiding others through career transitions and entrepreneurial journeys, I’ve seen firsthand the power of a strong personal brand and the traps or pitfalls to avoid.

Tips

1. Be Authentically You:

The cornerstone of a strong personal brand is authenticity. People can spot insincerity from a mile away, and in the age of social media, where every action is magnified, staying true to who you are is non-negotiable. Your brand should amplify who you are at your core, not project a fabricated image. As Jael Chng insightfully pointed out, “Personal branding is amplifying who you are, not projecting what is false”. Before posting anything, check your motivation. Ask yourself if what you're sharing is genuinely helpful to others and whether it reflects your true self. This approach not only builds trust but also ensures you are comfortable with your public persona over the long term.

2. Position Yourself for Your Target Audience:

Building a brand isn't about appealing to everyone; it's about resonating with the right people. Identify your target audience—whether they are potential employers, clients, or partners—and tailor your messaging to address their needs and pain points. According to insights from Adeline Tiah when she spoke at a personal brand panel for fractional executives, positioning yourself based on the problems you want to solve for your audience is crucial. This strategy not only filters opportunities but also establishes you as an expert in your niche.

3. Consistency is Key:

One of the most important aspects of personal branding is consistency. Whether it's your messaging, the platforms you use, or the values you communicate, maintaining consistency builds credibility over time. This doesn’t mean being rigid; there’s room for flexibility and growth, but your core message should remain steady.

Take, for example, a C-suite executive of a tech startup who frequently posted about his coaching practice on LinkedIn. While coaching is admirable, it created confusion among potential customers of his software, leading them to question his commitment to the business. The mixed messaging diluted his brand and raised doubts about where his true focus lay. To avoid such pitfalls, ensure your public content consistently aligns with your primary professional role and objectives. 

4. Leverage Multiple Platforms:

Don’t limit your personal brand to LinkedIn. While LinkedIn is a powerful tool for professionals, expanding your presence across other platforms can amplify your reach. Consider using TikTok or Instagram to showcase different aspects of your personality and expertise. For example, Vicario Reinaldo, a leadership trainer in Indonesia who ventured onto TikTok unexpectedly attracted a major client, demonstrating the potential of less traditional platforms. Diversifying your presence ensures you meet your audience where they are, rather than expecting them to come to you.

5. Engage and Build a Community:

Building a personal brand isn't a solo endeavor. Engage with others in your industry, share their content, and contribute to discussions. Networking is not just about what others can do for you, but how you can support others. By building a community around your brand, you create a supportive network that amplifies your reach and influence. Organize events, attend industry meetups, and create opportunities to connect with others. This approach not only broadens your visibility but also solidifies your reputation as a leader who brings people together.

Traps

1. Avoid Overused Phrases Like “I’m Humbled”:

One of the most common missteps in personal branding is using phrases that have become cliché. “I’m humbled” is one such phrase. As Kuik Shiao Yin eloquently pointed out, humility is about thinking less often of yourself, not diminishing your achievements.. When you pair “I’m humbled” with a major accomplishment, it can come across as disingenuous or even self-deprecating. Instead, be direct about your achievements and express genuine emotions like excitement or gratitude. This approach resonates more authentically with your audience.

2. Don’t Overshare:

In the quest to build a brand, it’s easy to fall into the trap of oversharing, especially on social media. While transparency can build trust, sharing too much—especially personal details that don’t add value to your audience—can dilute your brand. It’s essential to strike a balance between being open and maintaining a professional boundary. Before sharing, consider whether the information enhances your brand’s message or if it’s simply noise.

3. Beware of Ego-Driven Content:

It’s natural to want recognition for your achievements, but there’s a fine line between celebrating your success and coming across as boastful. As Jael Chng emphasized, before you post, check your ego. Ensure that your content is not just about showcasing your achievements but also about providing value to others. This mindset shift can transform your content from self-serving to genuinely impactful, enhancing how others perceive your brand.

4. Balance Building Your Brand with Doing the Work:

While it’s important to build your personal brand, it’s equally crucial not to neglect the actual work. Some professionals get so caught up in branding that they spend more time on self-promotion than on their core responsibilities. As noted by Elena, it’s important to balance the time you spend building your brand with the time you dedicate to your work. Remember, your brand is ultimately built on your accomplishments, not just your online presence.

5. Resist the Pressure to Conform:

Finally, one of the most significant challenges in personal branding is the pressure to conform to what’s popular or expected. Whether it’s adopting a certain tone, posting frequently, or using specific platforms, the key to a successful personal brand is doing what feels right for you. Not everyone needs to be as outspoken as a Gary Vee or as controversial as an Elon Musk. Your brand should reflect your personality, whether you're an extrovert thriving in big events or an introvert who excels in smaller, more intimate settings. Embrace your unique approach, and your brand will naturally resonate with the right audience.

Conclusion

Building a personal brand is a journey that requires self-reflection, consistency, and a deep understanding of your audience. By staying true to who you are, positioning yourself effectively, and engaging authentically with your community, you can create a powerful personal brand that opens doors and creates lasting impact. Remember, it’s not about being perfect or popular—it’s about being genuine and adding value to others. As you navigate this journey, keep these tips in mind and watch as your brand grows and evolves, reflecting the best of who you are and what you stand for.

Contributors:

Elena Chow, Founder of ConnectOne
Jael Chng, Co-Founder My Working Title
Kuik Shiao Yin, Culture Change Strategist
Adeline Tiah, Reinvent Coach