Whether you’re a freelancer, entrepreneur, content creator, coach, or simply someone looking to establish a professional presence online, your brand is your most valuable asset.
In this post, I will walk you through every phase of building a personal brand from scratch, which are the same phases I went through while building my brand.
What is a personal brand?
People throw around the word personal brand a lot, but what is it anyway?
Personal branding is the conscious and intentional effort to influence how the world perceives you. It’s your reputation, your online presence, and the feeling people get when they think of you.
It’s not about being fake; it’s about amplifying your authentic self so others see your value.
Why do you need a personal brand
People trust people more than companies
People buy from other people; this is the reason big companies pay athletes and influencers a lot of money to wear or use their product.
It opens doors to opportunities (jobs, speaking, sales)
A personal brand can help you showcase your skills and talents; this can help you to open doors for gigs such as speaking and coaching.
It builds authority and credibility
A personal brand will help to position you as an authority and a subject matter expert, which might lead to better and more opportunities.
Define Your Brand Foundation
What do you want to be known for? This is the first thing you need to decide. Before you create content or logos, start by defining the core of your brand.
Identify Your Purpose
Ask yourself:
- Why do I want to build a personal brand?
- What do I want to be known for?
- Who do I want to help?
Your purpose could be
- Helping people lose weight naturally
- Teaching entrepreneurs how to build online businesses
- Advocating for women in STEM
Clarify Your Passions and Strengths
Make two lists:
- Passions: Things you love to do (writing, coaching, designing, etc.)
- Strengths: What you’re naturally good at or trained in
Discover Your Zone of Genius
Your Zone of Genius = Passion + Strength + Market Demand.
Ask: “Where do my skills intersect with what people are searching for or willing to pay for?”
Craft Your Brand Statement
Use this formula:
“I help [target audience] achieve [outcome] by [your unique process or skill].”
Examples:
- “I help busy moms lose weight without giving up chocolate using simple home workouts.”
- “I help introverted entrepreneurs grow their personal brands on LinkedIn without feeling fake.”
Define Your Target Audience
You cannot serve everyone. Defining your audience helps you speak directly to the people who need you most.
Create an Audience Avatar
Define:
- Age, gender, location
- Goals and desires
- Pain points and fears
- Where they hang out online
Example avatar:
“Sara is a 35-year-old marketing manager in New York. She wants to quit her 9–5 job and start an online coaching business. She’s overwhelmed by social media and doesn’t know where to start.”
Understand Their Language
Read the comments and reviews of your competitors’ audiences. Learn how they express their problems. Use those exact words in your messaging.
Audit and Align Your Current Presence
Google Yourself
- What shows up when you search your name?
- Is your current online presence aligned with your goals?
Clean Up Your Profiles
- Delete old or embarrassing posts that don’t reflect your brand
- Unify your profile photos and bios across platforms
- Remove irrelevant or controversial content
Secure Your Name
- Grab your name (or brand name) as domain:
for example mine is sekihudson.com - Secure consistent social media handles (use a tool like Namechk)
Design Your Visual Brand Identity
Even if you’re not a designer, your visual branding matters. It helps people recognize and remember you.
Elements to Create
- Logo: Keep it simple. Use Canva or hire someone on Fiverr.
- Color palette: Choose 2-3 colors that reflect your brand’s vibe.
- Fonts: Use clean, legible fonts. Be consistent.
- Photos: Invest in a professional headshot. Or use your phone with good lighting.
B. Tools to Use
- Canva
- Coolors.co (for color palettes)
- Brandfolder
- Adobe Express
Craft Your Brand Message and Voice
Your brand voice is how you communicate. Your message is what you consistently talk about.
Choose Your Brand Voice
Are you:
- Friendly or professional?
- Inspirational or educational?
- Bold or empathetic?
Choose a tone that feels like you, but tailored to your audience.
Define Your Core Message
Pick 3-5 content pillars that reflect your brand. These will guide your content creation.
Example for a fitness coach:
- Mindset and motivation
- At-home workouts
- Nutrition tips
- Client stories
- Lifestyle and routines
Build Your Digital Home
A personal website is essential. Social media can disappear. A website is your owned asset.
Build Your Website
Use:
- WordPress (Elementor, Kadence, etc.)
- Wix
- Squarespace
- Webflow
I recommend using WordPress, and here is a guide on how to build your website.
What Your Site Should Include
- Home
- About (tell your story!)
- Services or Offers
- Blog or Content Hub
- Contact Info
- Email Sign-Up Form (start growing a list early)
Create Valuable, Consistent Content
Now that you have a foundation, start creating content to establish authority.
Choose Your Primary Platform
Pick one main content platform:
- YouTube (if you love video)
- LinkedIn (for professionals)
- Instagram or TikTok (for lifestyle, visual brands)
- Blog (if you love writing)
- Podcast (if you’re a great speaker)
Follow the Rule of 3 Es
Make your content:
- Educational – Teach something valuable.
- Entertaining – Use storytelling or humor.
- Empowering – Inspire action.
Consistency Is King
Choose your frequency and stick to it:
- 1 blog post/week
- 3 Instagram posts/week
- 1 video every Monday
Batch your content in advance so you never fall behind.
Grow Your Audience
Without visibility, even great content dies. Promote your brand actively.
Collaborate
- Interview other experts
- Join podcasts
- Do Instagram Lives with similar creators
Engage Daily
- Comment on posts
- Send DMs
- Respond to questions in your niche
Leverage SEO and Hashtags
- Use keywords in blog posts, YouTube titles, LinkedIn bios
- Add hashtags to increase discoverability
Repurpose Your Content
Turn one blog post into:
- A Twitter thread
- 3 Instagram carousels
- 1 LinkedIn post
- 1 YouTube short
Offer Something of Value
You need to monetize your brand, even if you’re just starting.
Create a Free Lead Magnet
Examples:
- Checklist
- Ebook
- Mini course
- Webinar
Use tools like Systeme.io, ConvertKit, or MailerLite to build a funnel.
Offer a Paid Product or Service
Start with:
- A 1-on-1 coaching offer
- An ebook
- Affiliate marketing links
- A workshop
Focus on helping, not selling.
Build Social Proof and Authority
Social proof builds trust.
Collect Testimonials
Ask early clients or followers to give a short quote about your value.
Showcase Results
Even if it’s just your own transformation or case study.
Use Media Logos or Features
If you’ve been featured in blogs, podcasts, or interviews, display those logos on your site.
Track Your Growth
What gets measured, grows.
Key Metrics:
- Follower growth
- Email subscribers
- Website traffic
- Engagement rate
- Sales or leads
Use tools like:
- Google Analytics
- Mailchimp or ConvertKit
- Social media insights
Set goals monthly:
- “Grow the email list by 200 this month.”
- “Book 5 coaching calls.”
Refine and Evolve
You’ll never have it all figured out at once, and that’s okay.
Check in Quarterly:
- What content is working?
- What platforms are growing best?
- What are people asking for?
Adapt and evolve. Don’t be afraid to pivot or niche down further.
Build Long-Term Credibility
To be truly successful, your brand must feel real, helpful, and consistent over time.
Tips:
- Share your personal stories (struggles and wins)
- Deliver value before asking for anything
- Be authentic even if you’re not perfect
- Don’t copy others; innovate from your experience
Optional – Scale with Systems
As your brand grows, automate and delegate:
- Hire a VA for social media
- Use automation for email follow-ups
- Create evergreen funnels
Summary: How To Build A Personal Brand
- Define your purpose and passions
- Choose your target audience
- Craft your personal brand statement
- Audit your online presence
- Create a visual brand identity
- Build a personal website
- Choose your platform and content strategy
- Post content consistently
- Promote yourself through collaborations
- Grow your email list
- Monetize with simple offers
- Collect testimonials and social proof
- Track your KPIs
- Evolve your strategy over time
- Automate or delegate as you grow
Key Takeaways: How To Build A Personal Brand
Your brand is an asset that compounds over time. It starts small, with your first post, first email subscriber, and first video, but it grows with consistency and intention.
You don’t need to be everywhere. You just need to show up where it matters, with a clear message and a real desire to help others.
Stay focused. Stay authentic. And remember:
“Your personal brand is what people say about you when you’re not in the room.” – Jeff Bezos