Personal Branding: Why it's Essential for Solo Entrepreneurs

Personal Branding: Why it’s Essential for Solo Entrepreneurs (and not just a buzzword)

by | Last updated May 8, 2025

Personal Branding Is Not an Overused Buzzword

Mention personal branding and watch people roll their eyes. Unless you are rolling your eyes, then you can’t watch other people. Anyhow, I”ve seen it happen heaps of times. Why? Because people feel that personal branding sounds pretentious, self-promotional and completely inauthentic. NONSENSE! When done right, personal branding is none of those things. It’s one of the strongest tools you’ve got to build authority online and attract dream clients.

So make yourself a cuppa and enjoy some myths being busted…

Why Does Personal Branding Get Such a Bad Rap?

You can’t scroll LinkedIn for five minutes without bumping into a post about personal branding. Half of them push it hard and the other half? They rant about how fake and cringe it all feels.

For many solo business owners, especially values-driven ones, personal branding can feel like turning yourself into a product. You might worry about being inauthentic or looking like you’re constantly hustling for attention (ugh, no thanks).

But a strong personal brand doesn’t mean you’re glued to your screen posting 24/7. It’s not “look at me, look at me” kinda thing. It’s about showing up as you in a way that makes people remember.

Want proof? When I was invited to speak at the Women In Tech Regatta, they wanted me for my expertise and my personality, they didn’t worry about me showing up in jeans and a hoodie and forgetting to comb my hair. That is what personal branding gets you: people knowing what you bring and choosing you because of it.

(And yes, I threw together a panel of legends without even asking permission first. Oopsies. Huge shoutout to Ryan Millar and Su Mee Tan for being absolute gems. Both of them own their personal brand, big time.)

What Even Is a Personal Brand?

According to my Cambridge dictionary, personal branding is “the act of making a product, organisation, person, or place easy to recognise as different from others by connecting it with a particular name, design, symbol, set of qualities, etc.”

For you, that means your personal brand is how people describe you when you’re not in the room. It’s the feeling they get from your content, your conversations and your consistent presence.

It’s not about being better or worse than anyone else. It’s about being YOU. That’s what makes people choose you over the other six copywriters or leadership coaches.

Avery and Greenwald, explain it beautifully in the Harvard Business Review: “Personal branding is the intentional, strategic practice of defining and expressing your value. It’s the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you.”

I still remember Fred, our Washington DC mailman from 30 years ago. Why? Because he didn’t just drop letters in the box. He delivered an experience. Walked up, sorted the mail by recipient and shouted: “Hey everyone, it’s Fred!” with the brightest smile I’ve ever seen. Everyone knew Fred. No socials, no selfies. Just pure human connection. That is personal branding done right.

Why Personal Branding Matters

  • Stand out from the crowd: Loads of people offer what you do. A strong personal brand makes a client say, “THIS is my kinda person.”
  • Build trust fast: People connect with humans, not logos. That’s why I always bang on about using your LinkedIn profile, not your business page.
  • Create a memorable online presence: Whether you work online or offline, people Google you. Your personal brand is often their first impression. Make it count.
  • Attract your ideal clients: The right brand makes people run a mile or run to you (exactly what you want).
  • Open up opportunities: Speaking gigs, collabs, podcast invites. People choose you because of your brand, not just your skillset.
  • Boost your biz value: Your personal brand adds that human touch, making your business more relatable and appealing.
  • Position yourself as a thought leader: A solid brand lets you challenge ideas, stand up for your values and show up as an ally.

Growing Your Business Can and Should be Fun

Once you’re clear on your personal brand, you can use it anywhere online and offline. On LinkedIn this means in your profile, your posts, your comments, heck even in your connection requests or DMs (the non sleazy ones).

“I enjoy Facebook, but don’t know how to use LinkedIn, it is all so serious.” I hear this a lot and it makes me sigh. Sure, LinkedIn is a business platform. If you don’t bore yourself to death when running your business, there is no need to act boring on LinkedIn.

Anyone can organically generate leads and grow their business through LinkedIn. On a free account, without any ad spend. Yet the best strategy is useless if you don’t stick to it. Find out how LinkedIn can be enjoyable (so that you stick to it) and profitable whilst you’re at it.

What’s Holding You Back?

Most objections to personal branding boil down to fear. Let’s tackle them.

  • Fear of being fake: Authenticity is baked in when you build your brand around who you actually are. My tagline “Time to stop faffing about and attract those amazing clients you want” is a great filter. People either love it or leg it. Both outcomes are a win.
  • Fear of overselling: Your personal brand isn’t about flogging your stuff. It’s about being top of mind so that when someone’s ready to buy, you’re the no-brainer choice.
  • Fear of no substance: Highlighting your values and unique approach doesn’t dilute your expertise. It amplifies it. Your personal brand takes you from “a coach” to that coach.
  • Fear of alienating people: If someone bounces because of your style or values, perfect. Your brand is doing its job. Don’t water yourself down to please everyone.
  • Fear of being self-centred: Your personal brand should highlight your work and values, not just be a brag reel. (Unless your brand really is about always bragging… in which case, different convo.)

Personal Branding in Action

Your brand is shaped by how you show up, not just what you say.

  • Sharing step-by-step LinkedIn strategies shows I’m all about clarity and pragmatism.
  • Writing in this chatty tone? Lets people feel what it’s like to work with me.
  • Showing up for causes I believe in (like commenting on posts by George Evans who speaks out for the trans community or Steve Philip who creates awareness around mental health and suicide risk) tells you straight up what I stand for.

Need a hand getting started? Check my free Personal Branding Guide and get cracking today.