In the wild world of LinkedIn, everyone seems to be a “passionate thought leader” who’s “thrilled to announce” something every other day. Meanwhile, you’re just trying to figure out how to be yourself online without sharing too much about your weekend taco binge or your existential Tuesday afternoon crisis.
Welcome to the personal branding tightrope – where “be authentic” meets “but not like that.”
Here’s the deal: effective personal branding isn’t about creating a perfectly polished alter ego who never makes mistakes and always “drives results.” It’s about strategically amplifying the best parts of the real you. Think of it like choosing your outfit for a first date – you’re still you, just the version that remembered to iron their shirt.
Take my former colleague Marcus. As a financial analyst, he assumed his personal brand needed to be all serious market insights and economic forecasts. His posts got little engagement and felt like a chore to write. Then he started sharing his genuine passion for explaining complex financial concepts through Star Wars analogies. Suddenly his content was getting shared across the platform, and he became known as “that Star Wars finance guy.” Was it conventional? No. Was it memorable and authentic? Absolutely.
The magic formula seems to be: Authentic Voice + Consistent Value + Distinctive Perspective = Personal Brand Worth Following
Your “brand” is just what people think of when they think of you. Do they see you as the go-to person for specific knowledge? The connector who always has the right introduction? The translator who makes complex topics simple? Figure out what you genuinely enjoy and can consistently deliver, then lean into that zone.
And please – I’m begging you – avoid LinkedIn’s favorite phrase: “I’m humbled to announce I’ve been selected for [massive brag].” Nobody has ever felt genuinely humbled by receiving an award or getting a promotion. It’s okay to be proud! Authenticity means acknowledging when you’re actually feeling proud, not pretending to be humble.
Remember, the best personal brand isn’t a fabrication – it’s just you, with intent.