Let’s get real for a second: everyone and their goldfish seems to have a “personal brand” these days. And if you’re anything like me, scrolling through LinkedIn can feel like watching an endless parade of people desperately trying to out-inspire each other with humblebrags disguised as “vulnerable shares.”
But here in Boston, where I’ve spent the last decade navigating the tech marketing scene, I’ve noticed something interesting: the people who truly stand out aren’t following any magical branding formula. They’re just being refreshingly… themselves.
The Authenticity Paradox #
The more everyone tries to be “authentic,” the more manufactured everything feels. It’s the great irony of personal branding! Last year, I attended a marketing conference where the speaker boldly proclaimed, “Just be yourself!” while simultaneously providing a 12-step formula for crafting the perfect LinkedIn post. The cognitive dissonance was enough to make my head spin.
So how do we break through this?
Start With the Uncomfortable Questions #
Before you post another “I’m humbled and honored to announce…” update, ask yourself:
- If my professional reputation disappeared tomorrow, what would I rebuild first?
- What opinion do I hold that most people in my industry would disagree with?
- What part of my professional journey am I actually hiding because it doesn’t fit the narrative?
When I asked myself these questions, I realized I’d been downplaying my background in traditional advertising because it wasn’t “techy” enough. Once I started integrating those experiences into my content, people started responding in a completely different way.
The “Three Person” Test #
My favorite trick for authenticity-checking: Would you say this exact thing, in this exact way:
- At a job interview
- To a close colleague over coffee
- To your mentor
If the answer is “yes” to all three, you’ve probably found your authentic voice. When it’s a “no” to any of them, you’re likely either being too formal/cautious or too casual/unfiltered.
Real Examples That Worked (And Some That Didn’t) #
When my client Jennifer, a financial advisor, started sharing stories about how her own money mistakes led to her career choice, her engagement tripled. Not because the stories were perfectly crafted, but because they were genuinely helpful and refreshingly honest.
Meanwhile, another colleague tried the “posting inspirational quotes against sunrise backgrounds” approach for three months straight with virtually no engagement. Why? Because literally thousands of people were doing the exact same thing.
The Content Consistency Equation #
Here’s what I’ve found works for me and my clients:
Personal Brand = (Your Genuine Expertise × Your Unique Perspective) ÷ Consistent Delivery
Notice what’s not in that equation? Manufactured controversy. Growth hacking tactics. Posting just because some guru told you to post daily.
Taking Up Digital Space Without Apology #
As Americans, especially American women in business, we’re often taught to downplay our achievements and knowledge. But your expertise deserves digital space!
When I first started posting about marketing psychology, I would qualify everything with phrases like “I think” and “in my experience” - even when discussing established research! A mentor finally told me: “Sarah, you wouldn’t have survived 15 years in this industry if you didn’t know what you’re talking about. Stop apologizing for taking up space.”
That shift in mindset—owning my expertise without constant qualification—changed everything about my digital presence.
The 80/20 Rule of Personal Branding #
Spend 80% of your energy developing genuine insights and 20% on how to present them—not the other way around. The people who build real influence aren’t obsessing over their personal brand; they’re obsessing over creating genuine value.
So maybe the secret to authentic personal branding is to think about it less, not more. Focus on being genuinely helpful, share what you actually know, admit what you don’t, and watch your professional reputation grow organically.
What’s one aspect of your professional self that you’ve been hesitant to incorporate into your personal brand? I’d love to hear about it!