10 steps to creating a personal brand that lasts

It used to be that having a personal brand meant picking a neutral colour palette, posting Canva quotes about your “Monday Grindset (iced latte not included),” and calling yourself a thought leader before breakfast.

But the game has changed. Audiences are smarter, the internet is louder, and the “girlboss” sheen has officially worn off to reveal burn out, recycled misquotes, and the bitter taste of a sh*tty matcha.

If you want to build a personal brand that isn't just another echo in the algorithm, you need more than a pretty grid and a mission statement. You need depth, direction, and let’s be honest, a bit of main character energy. So, here's how it's done:

1. Know why you’re here.

Your personal brand should be rooted in something real. Your values, your worldview, the weirdly specific thing you can’t stop talking about. People are no longer buying into polished personas. They want to follow people who stand for something. Not performatively, but consistently.

And no, “building community” doesn’t count if all you’re doing is trying to sell people stuff. Because you’re not community building. You’re just being a pain in the ass.

2. Your brand is a lens, not a costume.

We’re in the post-curation era. So your personal brand should feel like a filter, not a façade. A way of seeing the world, not just posing in front of it. So say something. Have a take. To be cringe is to be free, and far better than being forgettable anyway.

3. Supply more than just freaking vibes.

Your audience doesn’t just want “inspo.” They want entertainment, insight, or relevance. That could be memes. It could be hot takes. It could be a Google Sheet of your favourite resources. But the exchange rate for attention in 2025 is steep as hell, and if you’re not giving people something to think about, laugh at, or learn from, they’re not sticking around.

4. Nail your niche (even if you hate the word).

If you’re for everyone, you’re for no one, baby. Does that mean you have to lock yourself into a tight little corner of the internet? No. But it does mean you need a point of view. What space are you taking up? What gap are you filling? What conversation are you trying to start, or shift? Specificity is what makes you stick. So, stick.

5. Build a world, not a profile.

You’ve heard it. I’ve called it. We’ve entered the era of “worldbuilding” in branding, and that applies to personal, too. It’s not necessarily about what you do, but about what it feels like to follow you. Create something that people want to be part of, not just consume.

6. Show your face (but only if you want to).

There’s a big shift toward de-influencing and anti-hustle narratives, but that doesn’t mean disappearing. In fact, people want real connection more than ever. They’re just tired of being sold to. So show up, but do it with intention. Be the human behind the brand, not a walking CTA.

Also: the face reveal isn’t mandatory. There are plenty of faceless brands killing it right now. But whether it’s your voice, your writing, or your memes, let people know there’s a person behind the pixels.

7. Monetise without the ick.

Because it sure as hell can be icky, darling. However, it doesn’t have to feel gross if you're genuinely offering value. Want to launch a course, a Substack, a product line? Go for it. But build the relationship first. No one likes the person who slides into your DMs with a link 10 seconds after following you. Ew, be gone.

Ask yourself, would you buy this from you? If the answer’s yes, you’re probably on the right track.

8. Don’t chase platforms. Build a home.

TikTok might be hot today, but it could be gone tomorrow (just ask Vine.)

That’s why having somewhere you “own” is crucial. Think newsletter, podcast, website, close friends list, carrier pigeon network… anything that gives you a direct line to your people without the algorithm getting in the way. It’s not just about distribution. It’s about building something that lasts.

9. Growth is inevitable. Sell evolution, not consistency.

Personal brands are allowed to evolve. Actually, they should. You’re not a static product. You’re a person. Don’t be afraid to pivot, shift gears, rebrand, disappear and re-emerge with a new haircut and an entirely different offer. People don’t want you to stay the same. They want to grow alongside you!

10. Don’t brand yourself into a corner.

Your personal brand shouldn’t feel like a trap. If it’s boxing you in or making you feel icky, it’s time to change it. You don’t need to live up to the version of yourself you posted six months ago. Kill your darlings. Archive your content. Reinvent at will.

Your brand should work for you, not the other way around.

Mwah x

-Sophie, Writer